This certificate, a part of the Master of Arts in Strategic Communication, 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. The courses will also cover statistical concepts related to media analytics. This would include an understanding of probability based sampling, censuses and random assignment. Courses will also seek to provide students with strategies and tactics for turning data into plain language to inform advertising, public relations and business decisions. It would further explore the process of translating data into advertising and public relations messages, and using data to compellingly and clearly report the results of advertising and public relations activities. Graduates of the certification will be prepared to:
- Understand what media analytics involve and how they are useful to professionals in journalism, advertising and public relations
- Be able to review, critique and understand what scholars and practitioners have said or written about media analytics
- Identify the challenges brought by each unique social media platform
- Recognize the ways professional communicators are able to inform and engage the public via social media
- Learn how to control and strategically plan your social media presence
- Provide students with strategies and tactics for turning data into plain language to inform advertising, public relations and business decisions.
- Explore the process of translating data into advertising and public relations messages, and using data to compellingly and clearly report the results of advertising and public relations activities.