Digital Media Management **

In Digital Media Management, students move beyond passive media consumption to become architects of the digital landscape learning to shape narratives, operations, and strategy in environments where content, algorithms, audiences, and business converge.  Students will explore storytelling through audio-visual, podcast, short-form and immersive (AR/VR/gaming) formats, while simultaneously mastering analytics, audience mining, data visualization, AI tools, digital marketing, monetization, law and ethics, and business frameworks tailored to media. They will also interrogate how media shapes and is shaped by culture, politics, development, and technology, positioning them to lead in spaces at the intersection of journalism, entertainment, social impact, and emerging digital economies.

In today’s rapidly evolving media ecosystem, this major is especially relevant: content platforms are no longer passive channels but dynamic, data-rich ecosystems where real-time feedback, algorithmic curation, and monetization models dominate. Brands, governments, NGOs, and creators alike need professionals who can balance creative instincts with technical fluency and strategic foresight. As AI, personalized streaming, immersive media, and creator economies expand, graduates with this hybrid of creative + managerial + analytical skills will be uniquely equipped to innovate, adapt, and lead.

Looking ahead, the future prospects are wide and promising. Graduates might steer digital media ventures, build global streaming strategies, launch socially impactful media platforms, or lead digital transformations in traditional media firms. They may become entrepreneurs, strategists, content leaders, data analysts, or innovators in emerging domains like interactive narrative, metaverse experiences, or AI-augmented journalism. In short, this major prepares you not just to participate in the media world but to help define its next chapters.

SPECIALISATION AIMS

The Digital Media Management Major intends to:

1. To develop professionals who can bridge creative production, media strategy, and business management within an increasingly digital and data-driven global environment.
2. To cultivate creative and technical fluency in emerging media formats across audio-visual, social, interactive, and immersive platforms enabling students to craft compelling, ethical, and culturally resonant digital narratives.
3. To nurture strategic thinking and entrepreneurial skills for identifying, developing, and managing new opportunities within the media and entertainment ecosystem.
4. To equip students with analytical and technological capabilities spanning audience analytics, digital marketing, AI tools, and data visualization for evidence-based media decision-making.
5. To foster a critical understanding of media law, ethics, and political economy, preparing students to navigate the social, regulatory, and ethical implications of digital transformation.
6. To encourage the use of digital media as a tool for development, civic engagement, and social change, aligning creativity and innovation with public good.

MAJOR OUTCOMES: After successful completion of the Major, the student will be able to:

1. Demonstrate the ability to combine storytelling, production, and strategic management in developing innovative media projects and campaigns.
2. Use digital tools including AI, analytics, and interactive media platform to design, distribute, and evaluate content effectively across multiple digital environments.
3. Employ data analysis, research methods, and insight mining to understand audience behavior, platform dynamics, and emerging media trends.
4. Critically assess and apply principles of media law, ethics, and professional responsibility in digital media production and management contexts.
5. Conceive and execute innovative digital ventures, products, or campaigns that are financially viable, strategically sound, and socially responsible.
6. Produce persuasive, culturally informed, and context-appropriate communication for diverse digital and global audiences.
7. Exhibit leadership, collaboration, and adaptability in responding to technological disruptions and evolving business models in the global media industry.

36 MAJOR COURSES