Overview
Description
This course introduces students to research methodologies related to traditional media performance indicators such as newspaper circulation and estimation of broadcast audience. Additionally, the course will discuss the concepts and applications of audience metrics from newer media, such as social media, websites, mobile apps, and others. This course will cover conceptual, ethical, and practical tools in relation to data and media analytics.
Units
Lecture3
Catalog Details
Offering
Offered: Every Summer
Terms
summer
Attributes
Standard
Learning Outcomes
- explain key concepts, issues, and ethical responsibilities when using media data and metrics.
- analyze audience usage data in traditional and newer media.
- identify, evaluate and scrape various media data sources.
- demonstrate the ability to think creatively, critically, and independently about media data and analysis.
- analyze data to measure media campaign effectiveness.
- apply industry-standard technology tools to gain access, measure and analyze media usage and engagement.