This course will introduce basic concepts, processes and uses of media analytics. It will explore the rise and characteristics of big data; data acquisition about audiences, media consumption and response to advertising and news; sources of commercial and news data; overview and experiment with some of the popular analytics platforms and tools for advertising and news; data analytics for consumer/reader/user insights; and overview user privacy and ethics issues of media analytics. With the basic overview and understanding of these issues, students should be ready to acquire advanced knowledge and skills in more specialized areas.
- To provide students a basic understanding of how what media analytics involve and how they are useful to professionals in journalism, advertising and public relations
- To review, critique, and understand what scholars and practitioners have said or written about media analytics
- To sensitize students to ethical and privacy issues involved in the application of media analytics.