Course Description
Course focuses on applied research methods, tailored for a cross-platform and cross-source audience in big data. The aim is to enable students to comprehend and manage research tasks effectively, extract actionable insights, and form data-driven strategies.
Athena Title
Media Analytics Research Pract
Equivalent Courses
Not open to students with credit in JRMC 8080E
Pre or Corequisite
ADPR 5750/7750 or ADPR 5750E/7750E
Semester Course Offered
Offered spring
Grading System
A - F (Traditional)
Student learning Outcomes
- Students will be able to collect and analyze cross platform social media data.
- Students will be prepared to design and execute different types of research projects that are common to media industries.
- Students will understand key challenges of big data and AI-based research.
- Students will understand the common research methods and approaches used by major media research companies.
- Students will understand contemporary issues in media analytics.
- Students will be prepared to analyze data using common data analysis and visualization programs.
- Students will be prepared to generate professional data analytics reports.
- Students will understand the role of industry research in media organizations.
Topical Outline
- 1. A review of audiences and consumer types and the corresponding data sources
- 2. Strengths and weaknesses of big data research
- 3. Computational advertising and message personalization
- 4. Contemporary Issues in media analytics
- 5. Advertising at the age of TV streaming
- 6. Influencer marketing
- 7. SWOT analysis
- 8. Social media data-driven research and analysis
- 9. Website data-driven research and analysis
- 10. Subscribers’ data-driven research and analysis
- 11. Data analytics and visualization training
