Media Analytics A.B.
Program Director: Assistant Professor Walsh
Associate Professors: Bockino, B. Lee, Sturgill, Xu
Assistant Professors: Jiang, Moner, Stansberry
Lecturer: Vincent
Media analytics studies the measures and metrics that drive media industries, such as ratings, circulation, engagement and audience appreciation. It also analyzes how media usage is tracked and recorded, including audience preferences, user behavior, and customer insights.
Media analytics students focus on the practical, legal and ethical implications of data collection and data sharing, as well as the use of media data to inform decision-making. Starting with basic data, dashboard and statistical literacy, students learn how to properly collect, clean and analyze data, then employ a clear methodology to generate reports with reproducible insights using advanced analytics tools.
The Media Analytics A.B. degree requires 52 total semester hours in MEA, COM, CDE, CTA, JOU or STC, plus 2 hours IDS 115.
See School of Communications for additional program requirements and course descriptions.
Major Requirements:
Required courses: 43-44 sh
| IDS 115 | PUBLIC SPEAKING | 2 sh |
| COM 100 | COMMUNICATIONS IN A GLOBAL AGE | 4 sh |
| COM 110 | MEDIA WRITING | 4 sh |
| COM 210 | WEB AND MOBILE COMMUNICATIONS | 2 sh |
| COM 220 | CREATING MULTIMEDIA CONTENT | 4 sh |
| MEA 260 | UNDERSTANDING AUDIENCES | 4 sh |
| MEA 319 | COMMUNICATING MEDIA INSIGHTS | 4 sh |
| MEA 329 | APPLIED MEDIA ANALYTICS | 4 sh |
| MEA 359 | STRATEGIES FOR EMERGING MEDIA | 4 sh |
| COM 381 | COMMUNICATIONS INTERNSHIP | 1 or 2 sh |
| COM 400 | MEDIA LAW AND ETHICS | 4 sh |
| MEA 460 | MEASURING MEDIA IMPACT | 4 sh |
| COM 495 | GREAT IDEAS: ISSUES AND RESEARCH | 4 sh |
Select additional courses to total at least 52 semester hours of courses from COM, CDE, CTA, JOU, MEA, or STC, not including IDS 115.
Total Credit Hours: 52
Program Outcomes
Employ data-driven problem solving.
Analyze data using reliable methodologies and appropriate data gathering tools.
Truth, accuracy and fairness: Students will be able to articulate the value of truth, accuracy and fairness; describe the importance of access to information to ensure these values; and apply these values in the discipline and professions.
Freedom of expression: Students will be able to identify and state the importance of the five freedoms in the First Amendment; distinguish expression that is and is not protected; and apply legal principles to media issues.
Ethical ways of reasoning: Students will be able to describe the philosophical underpinnings of ethical decision-making; recognize the symbiosis between law and ethics; and apply ethical principles to professional issues.
History and roles of media, communication professions and sport in society: Students will be able to identify significant individuals and describe important milestones in communications history; and analyze the role and impact of media on U.S. society.
Domestic and global diversity: Students will be able to demonstrate an awareness of diverse peoples and cultures; describe ways to communicate with diverse domestic and global audiences; and understand the consequences of the digital divide.
Write and speak clearly and effectively: Students will be able to demonstrate proficiency in grammar, spelling, mechanics and organization; and write with accuracy, clarity and style for different audiences across media platforms.
Employ the tools of today’s technology: Students will be able to describe how technologies shape the way people interact with the world; master communication tools and technologies; and produce print, audio, video, online and mobile content.
Use theory in producing meaningful content: Students will be able to identify and demonstrate communication theories, concepts and aesthetic principles that guide the creation of visual content and the presentation of images and information.
Engage in research and analysis: Students will be able to describe qualitative and quantitative research methods; evaluate primary and secondary sources; and write and present a scholarly paper appropriate for disciplinary professions.
Apply numerical concepts: Students will be able to perform basic numerical computations; interpret statistical data and analyze audiences; and demonstrate the ability to apply these concepts in appropriate communications professions.
Demonstrate creative and critical thinking: Students will be able to explain the creative elements in the work they do; understand the financial aspects of content creation; and draw rational conclusions as they analyze social and communications phenomena.