October 4 – 15, 2010
24/7 access

“Oooh! Look at the bright, shiny object!” It’s so easy to be distracted by the characteristics of digital media—customizable, personalizable, current, interactive, fun, inexpensive, hip, nontraditional—that marketers often forget the key purpose of all marketing tactics, which is to compel the target audience to act in a way that will help the organization achieve its strategic goals.

When treated as cure-alls or merely creative exercises, digital tactics end up ineffective. A TraDigital approach—one that integrates both digital and offline tactics—is the secret to leveraging emerging media successfully.

This two-week online course will cover the following topics:

• Maintaining focus on strategic business goals
• Profiling available emerging media tools
• Planning TraDigital efforts
• A measurement strategy that makes sense

Case studies will illustrate TraDigital approaches that drive target audiences to digital properties. From boring old web banners that exploit creative digital media strategies to rich media interactive ads, social media destinations, microsites, and enterprise websites, you’ll learn how the incorporation of traditional, offline media plays a key role in the success of the online element.

SHSMD U Online Courses are designed to meet the educational needs of adult learners. The 24/7 online learning environment allows you to log in and learn when it’s most convenient for you. SHSMD recommends setting aside approximately two hours per week for reading course materials and contributing to discussion plus three hours for the weekly scheduled conference calls.