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For Academic Program: Program Activities The Social Media emphasis will prepare students in key areas of digital storytelling, content creation, analytics, and ethical communication through focused coursework, hands-on projects, and internships. Students will develop proficiency in platform-specific content strategies and build portfolios that demonstrate their ability to engage audiences across major social platforms. Rationale and Needs Analysis The demand for skilled social media professionals continues to rise, with roles like Social Media Manager and Digital Strategist among the most sought-after in the field. This emphasis addresses a growing need for structured, specialized training in social media, filling a gap that currently exists in higher education programs, especially within the Adventist educational system. Uniqueness of Southern's ProgramSouthern’s program will emphasize both technical skills and ethical, values-based decision-making. Our curriculum, grounded in Adventist values, prepares students to approach digital communication responsibly and thoughtfully—qualities increasingly valued by employers seeking to build inclusive and principled online spaces. Southern’s Strengths and External OpportunitiesSouthern Adventist University’s strengths lie in its pool of experienced faculty and skilled adjuncts, established industry partnerships, and mission-driven approach. These provide students with mentorship and connections that enhance their educational and professional experiences. Additionally, the growing demand in the job market for ethically-minded social media professionals offers a timely opportunity to position Southern’s program as a leader in values-based digital communication education.

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The Social Media emphasis within the Digital Communication major equips students with essential skills for today’s digital landscape. Students learn to create compelling content, develop strategic campaigns, and analyze audience data across various social media platforms. Emphasizing ethical communication and a values-based approach, this program prepares graduates to use social media effectively in both corporate and nonprofit settings, including ministry-focused roles. Through hands-on projects, internships, and a comprehensive capstone experience, students graduate with a professional portfolio and the expertise to engage audiences meaningfully and responsibly.

Emphasis Requirements