The new curriculum will equip students with the skills needed to navigate a rapidly evolving and shifting media landscape.

Anika Engel, who graduates with a Bachelor of Science in Communication Studies, has a commitment to serve others. Photo: Joshua Prezant/University of Miami

Barbara Gutierrez
5-28-2025
This story originally appeared in News@TheU.

As the media world continues to rapidly evolve, the University of Miami School of Communication is responding with three new minors launching this fall—designed to give students a competitive edge in sports media, social media, and user experience design.

The Minor in Strategic Social Media Communications was created at a time when platforms like TikTok, Facebook, Instagram, Threads, and X are exploding in their uses, from attracting new customers to influencing how people think.

“Social media has permeated into every career,” said Heidi Carr, assistant professor of professional practice, who spearheaded the proposal for the minor. “No matter what field one goes into, prospective employers are putting digital skills at the very top of their ‘required’ list when hiring.”

Indeed, the U.S. Bureau of Labor Statistics projects 8 percent growth in digital marketing jobs over the next decade, much faster than the average for all occupations.

“We know that our students love using social media on a personal level,” Carr said. “These courses are going to teach them to engage with social media strategically.”

To fulfill the requirement for this minor, students must earn 15 credits or take five classes in a designated area. The one required class is Social Media Messaging and Strategy (STC 234), which is open to all students across disciplines, as well as four electives of their choice. Among the many choices: Podcasting, Social Media Content Creation, Where AI Meets PR, Social Media Analytics, and Digital Filmmaking.

One innovative class, called Social Media Influencers, explores the fast-changing world of digital influence. Students will study how influencers shape trends, engage audiences, and drive brand partnerships. Beyond becoming influencers themselves, students could pursue careers supporting influencers—by writing their scripts, managing their content, or producing the videos shared with their followers.

The sports industry is also changing. Revenue in the sports market is projected to reach $49.76 billion, resulting in great opportunities for job creation. About 108,900 job openings are projected each year due to the growth of the industry, said Ed Julbe, senior lecturer. He oversees UMTV’s award-winning program, “SportsDesk,” which is run by University students.

“Sports journalism is an evolving and growing field, and it is evidenced by the number of students that participate in ‘SportsDesk’ which shows a clear indication that there is a demand to have this minor,” he said. One of the required courses is Writing for the Digital Age, since proficiency and accuracy in writing are a must, he said.

Students can choose electives that include Introduction to Electronic Multiplatform Sports Journalism, Business Communications, and Video Game Spectatorship and Esports.

The minor focuses on the methods and techniques for communicating about sports in various formats, media, and contexts and prepares students to be sports reporters, writers, photojournalists, radio and television announcers, producers and directors, sports promoters, and public relations specialists.

“They will learn to create sports-specific content, and they will learn how to cover sports in Florida,” Julbe said. Students are encouraged to pursue internships to fine-tune their interests, so they get experience and contacts that will help them enter a career in sports.

The Department of Interactive Media is “excited to launch the new User Experience Design minor, built on the strengths of our existing courses in the Department of Interactive Media,” said professor Michelle Seelig.

“Adding this minor gives students across the University the chance to explore user-centered design while acquiring practical skills that align with today’s evolving industry needs,” she said. “Students learn to create intuitive, user-friendly digital experiences through hands-on design, research, and interaction courses.”

“This new UX Design minor gives students the skills to create digital tools and experiences that are helpful, easy to use, and meaningful,” said Kim Grinfeder, professor and department chair of interactive media. “It’s a smart move for students looking to stand out in a tech-driven world, as these human centered design skills will remain valuable regardless of how rapidly the technology evolves.”