Social Media Design Management
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About the Program
Social Media Design Management is an interdisciplinary program that equips students to build, manage, and communicate a brand’s identity across social platforms. The curriculum blends three core areas: visual design, marketing, and public relations. You’ll learn to craft creative campaigns, analyze social media performance, tell stories visually, and present compelling narratives to audiences.
In art and design courses, you’ll build foundational skills in graphic design, web design, motion, photography, and digital media that become tools for storytelling. In business and communication courses, you’ll learn consumer behavior, advertising strategy, brand identity, and media ethics. The capstone course (AD 488: Branding & Social Media) challenges students to bring all these skills together in real-world campaigns.
Social Media Design Management Faculty
Keith Ellis
Professor
keiellis@nmu.edu
906-227-1861
Thomas Adolphs
Assistant Professor
tadolphs@nmu.edu
906-227-1483
Social Media Design Management Courses
AD 101 Process and Design
4 credit hours
Offered: Fall, Winter
An exploration of various technical methods of construction, production, and assembly used in the creation of art forms (2D, 3D, and time-based), integrated with an introduction to and application of the visual vocabulary of art (visual elements, principles of design, color theory).
AD 181 Visual Literacy in Global Culture
4 Credit Hours
Offered: Winter
Applies toward the Human Expression (HUME) general education requirement.
An introduction to visual literacy, which is the ability to read visual images, to verbally describe them, and to understand their intended and implied meanings. A basic terminology for visual literacy will be studied in order to examine images from fine arts, advertisements, news, movies, video games, etc.
AD 218 Graphic Design: Foundations
4 credit hours
Offered: Fall, Winter
Introduction to graphic design concepts with the development of technological and craft skills. Emphasis is placed on the use of process, typography, and composition, as well as foundational skills in gestalt and color theory.
AD 388 Web Design
4 credit hours
Offered: Fall
Prerequisite: AD 218
Advanced studies in the design and development of websites. Emphasis is placed on the conceptual development and layout of websites as well as their use in multiple devices and environments. Front-end HTML and CSS coding will be developed throughout the course.
AD 488 Branding and Social Media
4 credit hours
Offered: Winter
Prerequisite: Senior standing and AD318A
A critical examination of branding strategies and implementation within the context of contemporary social media and design landscapes. Emphasis is placed on design research.
Art & Design Studio Production
Please see Electronic Art & Animation (AD 234, AD 334B), Digital Cinema (AD 212, 312), Graphic Design (AD 318B, AD 418), Photography (AD 217), and Special Course listings (AD 492) in previous sections.
MKT 230 Introduction to Marketing
4 credit hours
Offered: Fall, Winter, Summer
Study of the basic marketing functions from a managerial standpoint. Emphasis is placed on the development of a marketing mix to enhance the operational performance of all organizations that undertake marketing activities. Students further develop marketing-related knowledge and skills through integrated assignments and exposure to additional topics in marketing; emphasis is on the strategic implications of marketing decision-making.
MKT 335 Consumer Behavior Analysis
4 credit hours
Offered: Fall
Study of important psychological, sociological, and cultural determinants of buying. Students are expected to make applications of concepts, theories and principles to specific marketing problems.
MKT 432 Advertising and Integrated Marketing Communications
4 credit hours
Offered: Winter
Study of the need to consider consumer needs and experiences in developing advertising and sales promotion campaigns for both traditional firms and new service firms. Students are expected to make applications of concepts, theories and principles to specific marketing problems.
MKT 470 E-Commerce and Digital Marketing
4 credit hours
Offered: Contact the department for information
Prerequisites: MKT 230, junior standing, or instructor’s permission
As e-commerce and the usage of social media and mobile devices continue to grow in importance from a marketing perspective, a variety of strategic issues and implementation challenges arise when either transforming a firm’s existing business model or developing a new one. An understanding of existing and emerging issues and successful practices related to marketing in a digital environment will be developed.
MKT 491 Internship in Marketing
1-4 credit hours
Offered: On Demand
Prerequisites: Junior standing or instructor’s permission
Professional experience for qualified marketing students. Working relationships will be established with organizations. Students are required to write a paper and will be evaluated by their faculty supervisor in consultation with the employer.
PR 231 Introduction to Public Relations
4 credit hours
Offered: Fall
Prerequisites: Admission to PR 231 requires a 2.25 GPA
The theory and practice of public relations, its function in organizations and its role in society. Topics include the history, communication theories, and ethics of public relations, areas of practice in public relations and career opportunities.
PR 330 Public Relations Message Design
4 credit hours
Offered: Winter
Prerequisites: EN 211 and a “C” or better in PR 231
Focus is on research, writing, and planning skills unique to public relations. Topics include news releases and media kits, backgrounders and position papers, newsletters and brochures, advocacy advertising and special event design.
PR 350 Sport Public Relations and Media
4 credit hours
Offered: Every Three Semesters
Prerequisites: A 2.25 GPA, declaration of a major in Public Relations, and a “C” or better in PR 231
Students learn about the sport public relations field with a focus on publicity and promotion techniques used to attract fan attention and generate revenue. Unique aspects related to media relations and social media promotion are also covered.
PR 410 Sport Public Relations - Theory & Strategy
4 credit hours
Offered: Every Three Semesters
Prerequisites: A 2.25 GPA, declaration of a major in Public Relations, and a “C” or better in PR 231 and PR 350
Focuses on the major theories and promotional strategies that inform the practice of sport public relations. Case examples are analyzed and discussed to improve student recognition of best practices.
PR 430 Public Relations Case Studies
4 credit hours
Offered: Fall
Prerequisites: A “C” or better in PR 231 and PR 330 and junior standing
Examination of how public relations is done by agencies and organizations. Internal (employee-member) and external campaigns are studied as the discussion of public relations theories begun in PR 231 is extended.
COM 320 New Media Literacy
4 credit hours
Offered: Fall
The study of various forms of “new” media. Topics include descriptions of and practices associated with various forms of new media, the ethics associated with usage, and the impact of new media on society.
EN 217 News Writing and Reporting
4 credit hours
Offered: Fall, Winter
Prerequisites: EN211
The mechanics of hard news reporting and writing in a converged media environment. Frequent exercises and critiques.
Social Media Design Management FAQ
What is Social Media Design Management?
Social Media Design Management prepares students to manage the online identity and branding of companies by combining skills in design, marketing, and communication. Graduates are equipped to create high-quality media, understand and reach target audiences, and market effectively. Their diverse skill sets make them especially valuable to small and mid-sized companies, while also preparing them to work within larger organizations.
This interdisciplinary program draws on three areas: design and software training in the School of Art & Design, marketing in the College of Business, and communication and presentation skills in Public Relations. Students also have opportunities for internships in both the College of Business and the School of Art & Design. With the rapid growth of social media in professional sectors, the program provides the hands-on experience and critical thinking skills needed to succeed in a wide range of industries.
Is Social Media Design Management the same as Advertising?
Not exactly. Advertising focuses on paid strategies to sell products or services, while Social Media Design Management centers on building connections and telling stories through emerging technology and visual design. Both fields use creative visuals to communicate ideas, but Social Media Design Management blends graphic design with marketing strategies across a variety of online platforms and formats.
What are the costs of the program?
As part of NMU’s laptop program, all Art & Design majors receive an Apple MacBook with Adobe Creative Cloud, providing the tools needed for coursework and professional projects. Additional art supplies are covered through small art-share fees, while printing and mounting projects make up the bulk of extra costs, offered at a reasonable price.
Are there jobs in the field when I graduate?
The Social Media Design Management degree prepares students for a variety of roles, including Digital Engagement Specialist, Social Media Strategist, and Online Community Manager, across fields such as Public Relations, Graphic Design, Advertising, Promotions, and Marketing. The program’s interdisciplinary skill set helps graduates become strong candidates for these positions. NMU has a successful history of preparing Graphic Design graduates who have transitioned into similar roles, particularly within mid-sized companies.
Are there scholarships available for incoming first-year students?
For information about scholarships for incoming freshmen, please visit the Scholarships & Financial Aid page.