Innovation is increasingly important in helping colleges and universities attract and retain students, and when it comes to fields of study, many students look for majors that will guide them to career paths with healthy prospects for growth and success. (Read: “3 blossoming fields of study with massive potential.”)

While a career as a social media expert might have raised eyebrows two decades ago, today’s reality is that social media has a major impact on nearly every market–and institutions are rapidly working to integrate social media management into their academic offerings.

At the University of Texas, AdGrad is the social media brand and the curriculum for the School of Advertising & Public Relations, taught by Dr. Gary Wilcox.

Students learn to monitor and analyze social media conversations and their impact using NUVI monitoring dashboards.

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But their studies go deeper, too. Students work in teams to create content calendars and original content for the school’s channels and its hub, AdGradLife.

In the fall, AdGrad will have three teams working to produce original content for social media channels. Those teams are the content team, content management team, and the analytics team. The groups function together and meet once a week.

Students have access to tools they’ll likely use in real life, including the Spredfast platform and the NUVI social media marketing suite.

(Next page: Social media incorporates skills today’s students want to learn)

About the Author:

Laura Ascione

Laura Ascione is the Editorial Director, Content Services at eSchool Media. She is a graduate of the University of Maryland's prestigious Philip Merrill College of Journalism. Find Laura on Twitter: @eSN_Laura