Digital Media Transformation & Innovation - CTCMTI

Scripps College of Communication
1 Ohio University
Athens, OH 45701-2979
740-593-4883
scrippscollege@ohio.edu

Delivery Mode: Online; Hybrid

Terms of Entry: Fall, Spring, Summer

Enrollment Eligibility: Degree-seeking student or non-degree status

Certificate Overview

The certificate is intended to serve early to mid-career professionals in media businesses as well as mangers in other types of organizations who are tasked with responsibilities that involve digital media for organizational and strategic communication. The certificate may also be appropriate as a part of the program of study for graduate students enrolled in an Ohio University degree program,

Students completing the certificate will be prepared to develop, analyze, and lead digital media transformation projects and innovations in entertainment, journalism, and advertising; and capable of providing analysis, insight, and leadership to a wide range of organizations faced with strategic opportunities and operational challenges posed by the rapidly evolving digital media environment.

The certificate consists of three courses totaling 12 credit hours. The courses are intended to be taken in sequence, and could normally be completed in three semesters or less. The courses are  MDIA 5610/COMM 5610, Assessing Digital Media Transformation & Innovation; MDIA 5611/COMM 5611, Leading Digital Media Transformation & Innovation in Organizations; JOUR 6812/COMM 6812, Promoting Digital Media Transformation & Innovation. Courses will be delivered online; they may also be available in hybrid mode. Hybrid offerings would include scheduled class meetings on the Athens campus or other locations.

Certificate Learning Outcomes

• Students will be able to describe and assess business implications of communication technology shifts in specific industry environments.
• Students will be able to develop, analyze, and critique solutions to communication industry-related problems that can be addressed by using new media technologies.
• Students will be able to synthesize relevant literature in order to analyze and assess the culture and readiness for transformation or innovation within a media team and/or larger organization.
• Students will be able to apply principles of effective communication and leadership in an organization for a project focused on digital media transformation and innovation efforts.
• Students will be able to conduct research on identified target audiences, using appropriate quantitative and qualitative methods.
• Students will be able to develop a data-driven strategic communications campaign promoting a digital transformation or innovation in an organization.
• Students will create a business model canvas for a transformational or innovative product, service, or idea within the realm of digital media and communications.

Opportunities upon Completion

In 2016, a World Economic Forum media industry white paper concluded that digital transformation and innovation would not only be the very heart of media businesses in the future but would also engage a wide range of organizations in digital media activity.

For media organizations to create the right content and present it in the correct context will require innovation and digitization throughout the business, from discovering new methods of creating content (such as crowdsourcing) to experimenting with imaginative ways to distribute it (say, through connected retail apps.)

Digital has become so important that the boundary between the media and technology industries has broken down. This has implications for both traditional media companies and digitally native start-ups. To thrive, all these enterprises will need to keep technology at the heart of what they do, but to help them reach younger audiences, they must create compelling content and services, and distribute and monetize their content more efficiently.”

Certificate Relationship to Parent Degree Program

This certificate addresses needs for professionals who are able to develop, analyze, and lead digital media transformation projects and innovations in entertainment, journalism, and advertising businesses; and who are capable of providing analysis, insight, and leadership to a wide range of organizations faced with strategic opportunities and operational challenges posed by the continuously evolving digital media environment.

The parent program of this graduate certificate is the Master of Arts in Organizational Communication, program code MA 5332. Neither enrollment in nor completion of the Organizational Communication degree is required to complete this certificate. However, completing the certificate does fulfill 12 of the required elective hours for the degree. Students admitted to this certificate may also seek admission to the Organizational Communication degree, and/or other certificates. Two certificates may also “stack” toward the degree. Previously submitted application materials will be reused as much as possible, as determined by the Organizational Communication Program Director. More information on the Organizational Communication degree program.

Complementary certificates include:

• CTCCOM—Crisis Communication
• CTIMNJ—Interacting with Media for Non-Journalists; or
• CTMSPR—Interacting with Media for STEM Professionals and Researchers

Admission Requirements

No additional requirements beyond Ohio University graduate admission requirements.

International Students

An I-20 cannot be issued based on admission to this program.

Completion Requirements