DIGITAL MEDIA

INNOVATION

DIGITAL MEDIA

INNOVATION• The media landscape now includes the

remediation of traditional areas as well

as new areas

• Opportunities for graduates exist:

• social, digital and data roles within

traditional media organizations

• media roles in tech companies

• media startups

• strategic innovation roles in all

organizations- advanced social, seo

and analytics roles.

• changing media roles in the future

• New York Times, Interactive News Developer

“The job requires solid coding skills and the ability to execute.”

“Expert-level of standards-driven CSS, HTML, JavaScript.”

“Experience with Ruby, Python or MySQL is a plus.”

• Quartz, Reporter on “Things” Team

“Quartz seeks a reporter to help us commit acts of journalism

with code.”

“Chiefly responsible for our data-driven and visual journalism,

from charts to interactive graphics to news apps.

Background in “front-end Web development, systems

administration, statistics, data science, design, writing or

information architecture.”

JOBS!

• Texas Tribune, News App Developer

“Proficiency in JavaScript/jQuery, ability to learn new browser-

based libraries quickly.”

“Experience in responsive/mobile-first design.”

“Experience with web mapping (Mapbox.js, Leaflet.js)”

“Experience with/a desire to work with databases

(PostgreSQL/PostGIS preferred)”

JOBS!

• BuzzFeed, Data Journalist for Investigative Reporting

Team

“Track record of using data to find, tell and reinforce powerful

stories.”

“Be proficient in at least one modern programming language.”

• Austin American-Statesman, News Application Specialist

“Programming skills to develop apps for

HTML5/CSS3/JavaScript.”

“Familiarity with Web APIs and common data visualization

libraries.”

“Experience with a web development framework such as

Rails or Django is preferred.”

JOBS!

• Spredfast, Content and Digital Marketing

“Drive SEO strategy across all aspects of content and digital

property management.”

“Create and manage the operational testing and management

process around social, digital and content strategies.”

• HomeAway, Marketing and Analytics

“Advanced in HTML, CSS and JavaScript.”

“Eager to implement UI/UX/site improvements or

enhancements to improve the customer experience.”

• Blackbaud, Web Applications Specialist

“Stay abreast of current technology in products, design

changes, and new products offered.”

“Knowledge and experience working with any of the following;

HTML, CSS, SQL, JavaScript, XML, TCP/IP, DNS.”

JOBS!

• Google, Content and User Education Specialist

“Excellent problem-solving skills, sound business judgment,

strategic and analytical capabilities. Basic HTML and CMS

skills.”

“Strong understanding of user experience principles,

rich media and social media.”

• Twitter, Partner Manager, Platform Partnerships

“Infectious passion about and active user of Twitter with a

clear understanding of Twitter consumer platform products

and services.”

“Fluency in speaking about APIs and SDKs as well as

understanding the implications and nuances of partnerships

driven by data access.”

• Facebook, Ad Integrity Manager

“Deep understanding of Facebook.”

“Experience in a fast-paced start-up environment a plus.”

JOBS!

GRAD PROGRAM

DIGITAL MEDIA CONCENTRATION• Web and multimedia producers

• Social media editors

• Social media managers

• Community engagement

managers

• Web developers for media orgs

• Webmasters

• Digital project managers

• Growing presence at NYT and NPR

• Success with undergrads taking

Advanced Online Media

• Develop undergraduate offering

based on grad achievements

OUR PROCESS

• Started during Spring semester with a Google Doc that

included several open-ended questions about the

feasibility of a new undergraduate major

• Developed a qualitative survey for recent alums, digital

faculty and pros

• Discussions with various alums and professionals

• Design Thinking Workshop

OUR PROCESS• How Might We… develop a degree that prepares some students for

emerging digital careers and better leverages faculty competencies.

• Discussed reasons for new degree, competencies and elements.

Developed individual “dream” degrees, then combined.

WHY?

• Prepare some students for range of jobs, new

skills, perspectives; jobs that don’t exist yet

• Attract new kinds of students; address student

demand

• Better address changes in media professions;

collaborate with industry

• Package activities we are already doing well

• Lead discipline; put spotlight on our activities

and competencies

• Potentially attract funders; grant opportunities

DRIVING PHILOSOPHY

• Learning how to learn

• Grounded in storytelling

• Mix of strategic/conceptual and skills courses;

not a purely vocational degree

• Problem-solving, innovation, entrepreneurial

mindset

• Mix of in-person, flipped, online and hybrid

courses

• Flexibility/adaptability in curriculum

• Experience-learning elements

DIGITAL MEDIA

INNOVATION MAJORSame Core as Other Majors (12 hours) – Intro to Mass Comm, Writing for Mass Media, Media

Law and Fundamentals of Digital/Online Media

Combination of Digital Development, Social and Multimedia courses (15 hours)

Required (6 hours)

• Web Publishing – includes elements of content, design, mobile, programming and multimedia

• Advanced Social Media and Analytics – strategy, research, content and analytics related to digital

media careers; other courses could be developed to also satisfy this requirement.

Choose Adv Coding or Multimedia option (3 hours):

• Adv Coding (one course): Coding and Data Skills or Mobile Development

or

• Adv Multimedia (one course): Mobile Reporting/Multimedia Journalism or Documentaries or Visual

Storytelling

Workshops and Short Courses (3 hours)

• 3 hours from workshops or short courses

Capstone (3 hours)

• Digital Innovation Capstone - Guest Speakers on innovation, technology, research and strategy;

development project – 3 hour version of new class;

or

• Digital Experience Project, like SXTXState

DIGITAL MEDIA

INNOVATION MAJORDigital Workshops on different programming languages, tools.1 credit hour each

• In person.

• Allows us to be flexible with introducing new topics. Reach more students.

• Outside resources to intro new topics.

• Weekends

• Potential Topics

• JavaScript/JQuery

• Python

• Ruby

• PHP

• Software tools –

Photoshop, Premere, etc.

• Data Viz Tools

DIGITAL MEDIA

INNOVATION MAJORDigital Short Courses

1 hour each. Can be done online/hybrid. Weekend short courses.

Opportunity for anyone in the department to develop digital emphasis courses.

• Digital Media History –History of computers, Internet, Web, mobile and social

• Digital Media Law – libel, privacy, intellectual property,

• Digital Media Ethics – ethics and issues associated with online journalism, blogging, social media, commenting, governance

• Interactive Ad/PR

• Drones, wearables, gamification

• Other topics as proposed

DIGITAL MEDIA

INNOVATION MAJORElectives (12 hours)

Recommended

• 3 hours additional digital elective

• MC Electives

• 3 hours - one course in

Intro to PR, Advertising, Writing for Elec Media, News

Writing and Reporting I

• 6 hours in other advanced MC courses

Other

• Internship, Practicum, Special Topics 1 hour

• Minor

DIGITAL MEDIA

INNOVATION MAJOR• Opportunity to lead the discipline

• Ability to be flexible, change with dynamic needs of communication industries – like creating a “start up” in our own program.

• Leverage existing faculty in a productive manner

• Allows inclusivity across the School

• Courses available as electives to all majors

• Re-assess course offering, curriculum each year