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SEPTEMBER 2024 SEMESTER
MODULE INFORMATION
MODULE TITLE: MEDIA ANALYTICS
MODULE CODE: COM63004
MODULE INFORMATION
OVERVIEW:
Module Name: Media Analytics
Module Code: COM63004
Synopsis: Media Analytics covers subjects that are relevant to media and communication studies which empowers students in content creation to build brand awareness, generate leads, and boost sales. Students will first be introduced to the key principles of media economics and management. The module outlines how to interpret and present results, the principles of data visualization and storytelling, and the basics of research design and sampling. Although shifting technology makes measurement and analytics a dynamic space, this module takes an evergreen, conceptual approach, reminding students to focus on the principles and foundations that will remain constant. The key objective of this module for media and communication students is to learn how to find the stories in the data and how to present those stories in an engaging way to others. As such, the only way to understand analytics in the digital age is to practice it, the teaching and learning approach for this module is through a collection of cases - both local and international - using datasets that present real and hypothetical scenarios for students to work through and provide their own intrpretations and solutions to real-world problems encountered in the industry across the advertising, broadcast, online, mobile, social, news and entertainment media sectors. The assessment tasks are hands-on, practical work that require students to work individually and as a group in order to develop effective media strategies based on measurement metrics of the media platforms they are familiar with
LEARNING OUTCOMES:
Upon completion of the module, you should be able to:
|
Module Learning Outcome |
|
Programme Learning Outcomes |
Assessment/s |
|
1 |
Develop self-dispositions and skills with the aim of improving digital marketing performance through the cultivation of a continued commitment to learn independently on an ongoing basis. |
4 |
1 |
|
2 |
Apply technical skills to set up a website with SEO and CRO friendly content and implement Google Analytics to analyse audience, acquisition, behaviour reports for web campaign tracking. |
2 |
2 |
|
3 |
Critically analyse the metrics and measure efficiency of marketing activities on social media and turn data into insights for business decision-making. |
1 |
3 |
|
4 |
Reflect on teamwork cooperation and be an active participant in the process of working on group assignments. |
6 |
4 |
Transferable Skills:
Skills learned in this module of study which can be utilized in other settings. These transferable skills include:
• Cognitive skills
• Digital Skills
• Leadership, Autonomy and Responsibility
TEACHING, LEARNING AND ASSESSMENT
Description of assessment components:
|
Assessment Task |
Weight |
Module Learning Outcomes Assessed |
Programme Learning Outcome |
Due Date |
|
A1: Development of Learning Dispositions (individual coursework) - Social Media Campaign Proposal |
10% |
1 |
4 |
4 |
|
A2: Case Studies in Media Analytics Report and Analysis (Individual coursework) FINAL PIECE |
40% |
2 |
2 |
8 |
|
A3: Create a social media campaign on Instagram and Tiktok and measure the metrics of user engagement (group coursework) |
40% |
3 |
1 |
14 |
|
A4: Peer Evaluation (individual coursework) |
10% |
4 |
6 |
13 |