JOUR 735 - Data and Media Analytics

(3 units)

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.

Maximum units a student may earn: 3

Grading Basis: Graded
Units of Lecture: 3
Offered: Every Summer

Student Learning Outcomes
Upon completion of this course, students will be able to:
1. explain key concepts, issues, and ethical responsibilities when using media data and metrics.
2. analyze audience usage data in traditional and newer media.
3. identify, evaluate and scrape various media data sources.
4. demonstrate the ability to think creatively, critically, and independently about media data and analysis.
5. analyze data to measure media campaign effectiveness.
6. apply industry-standard technology tools to gain access, measure and analyze media usage and engagement.

Click here for course scheduling information. | Check course textbook information