MEA2600 Media Analytics I
Data-driven decision-making is an integral component of today’s media landscape. This course equips students with a fundamental understanding of the concepts, tools, and methods involved in media analytics. Students will be introduced to the research methods and metrics used to measure success across the media landscape; learn the components of the data analytics process; study the historical role of data across a variety of media platforms; explore how companies such as Disney, Netflix and TikTok use data to make decisions that affect users, advertisers, and investors; and gain fundamental professional writing and spreadsheet skills.
Prerequisite
COM 1000
Course Outcomes
- Explain the data analytics process and its application for fair, accurate, ethical and effective decision-making across the media landscape.
- Understand the historical role and evolution of data and metrics across print, audio, video, and digital mediums and platforms.
- Differentiate between media research methodologies and articulate their value in answering media-related queries.
- Critically evaluate major challenges confronting media industries and the role of data in addressing those challenges.
- Understand the role of data in effectively reaching and engaging diverse audiences.
- Demonstrate professional writing and spreadsheet competency including function and chart fundamentals.