Data analytics in communications

Unit Code: APG5193

Duration: 6 weeks

Contact Hours: 20-24 hours of study per week

Credit Points: 6

Description:

In this unit, students 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, students understand the value of data analytics in informing communication strategies. Students also engage with the ethical and legal concerns at the heart of public debates relating to the collection and use of ‘big data’