APG5374 · Data analytics in communications

Overview

The strategic application of ‘big data’ is transforming the field of communications. As our everyday communication practices increasingly become digital, mobile and social, there has been an explosion of data that is routinely collected and analysed for strategic purposes. Building on APG5373, this unit explores the intersection between audiences and publics, and digital data. In this unit, you will learn how to make use of data analytics to examine the dynamics, flows and effectiveness of communication processes across digital and social media platforms. You will acquire skills in gathering, analysing and visualising digital data to gain a better understanding of audience sentiment, behaviour and engagement. Drawing on case studies and practical research, you will understand the value of data analytics in informing communication strategies. You will also engage with the ethical and legal concerns at the heart of public debates relating to the collection and use of ‘big data’.

Areas of study: Strategic communications management

Offerings

Assessment

The Handbook does not list a final examination among the assessment items. That is not a guarantee there is none.

Within semester assessment: 100%

Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.

Requisites

The Handbook lists no prerequisite, corequisite or prohibition for this unit.

Learning outcomes

1. critique the role of big data in the field of strategic communications;
2. discuss and interpret the results of data analytics to provide insights to processes of communication;
3. gather, analyse and visualise digital data in the context of communication flows;
4. assess the distinct ethical, legal and public interest implications raised by the use of big data;
5. apply advanced communication, research and analytical skills.

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Student experience, not official rules. Nothing here changes what the Handbook says.