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
