Course Description

Web-based strategies for agricultural businesses and organizations, virtual marketing and communication tools, understanding of how web-based tools function and which tool best fits the needs and target audience for agricultural businesses.

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Athena Title

Dig Eng Strat Ag Env Sci Comm

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Non-Traditional Format

Course includes a service-learning project during the semester that either employs skills or knowledge learned in the course or teaches new skills or knowledge related to course objectives. Students will be involved in the planning and implementation of the project(s) and may spend time outside of the classroom. Students will be engaged in the service-learning component for approximately 25-50% of overall instructional time.

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Pre or Corequisite

AGCM 3200 or permission of department

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Semester Course Offered

Offered spring

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Grading System

A - F (Traditional)

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Student Learning Outcomes

• Students will demonstrate a working knowledge of digital engagement strategies in ag-based businesses.
• Students will have an understanding of the dynamic landscape of online communication strategies and how those effects and supports overall marketing and branding success.
• Students will be able to lead a discussion on digital engagement strategy.
• Students will be able to develop and pitch an interactive digital engagement strategy proposal for an agricultural business.

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Topical Outline

• 1. Course introduction
• 2. Social media monitoring
• 3. Social media marketing
• 4. Branding & Social Media strategy
• 5. Audience understanding
• 6. Client relationship building & management
• 7. Content/editorial calendars
• 8. Social media influencers
• 9. Blogs, videos, and podcasts
• 10. Agency structure/overview
• 11. Storytelling in the digital arena
• 12. SEO & Analytics / email marketing
• 13. Creative direction & development the client pitch

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Institutional Competencies

Communication

The ability to effectively develop, express, and exchange ideas in written, oral, or visual form.

Creativity & Innovation

The capacity to combine or synthesize existing ideas, images, or expertise in original ways and the experience of thinking, reacting, and working in an imaginative way characterized by innovation, divergent thinking, and risk taking.

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Syllabus

Select Faculty / Instructor to download syllabus:   Borron, Abigail

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