Course Description
This course introduces key concepts and tools in media analytics, including the role of big data, audience measurement, and consumer response to advertising and news. Students will explore data sources, experiment with popular analytics platforms, and examine ethical and privacy issues. The course provides a foundation for more advanced study in specialized analytics areas.
Learning Objectives
To provide students with a basic understanding of 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.