JOUR 721 - Measurement for Public Relations & Advertising

(3 units)

This course offers a comprehensive overview of measurement and evaluation techniques in advertising and public relations (AD/PR). Students will explore the principles, strategies, and tools used to collect, analyze, and interpret data to assess the effectiveness of AD/PR activities. They will examine a variety of measurement techniques, including both traditional and digital metrics, to evaluate the performance of AD/PR activities.

Maximum units a student may earn: 3

Grading Basis: Graded
Units of Lecture: 2
Units of Discussion/Recitation: 1
Offered: Every Spring

Student Learning Outcomes
Upon completion of this course, students will be able to:
1. describe the principles and methodologies in AD/PR measurement.
2. identify appropriate measurement plans and strategies for monitoring and evaluating the effectiveness of AD/PR activities.
3. apply a variety of measurement tools and methodologies for data collection and analysis.
4. interpret data to evaluate AD/PR efforts for optimizing the effectiveness of future AD/PR activities.
5. present findings from measurement and analysis in a clear and compelling manner.
6. plan, design, and execute measurement for AD/PR in real-world contexts.

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