Course Title: Digital Audiences and Analytics

Part A: Course Overview

Course Title: Digital Audiences and Analytics

Credit Points: 12.00

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

COMM2916

City Campus

Undergraduate

345H Media and Communication

Face-to-Face

 Sem 2 2024

Course Coordinator: Associate Professor Scott Brook

Course Coordinator Phone: +61 3 9925 0185

Course Coordinator Email: scott.brook@rmit.edu.au

Course Coordinator Location: Building 9, Level 4

Course Coordinator Availability: Contact Course Coordinator


Pre-requisite Courses and Assumed Knowledge and Capabilities

None.


Course Description

Everyday digital communication and smart technology use generates a staggering volume of data that can be used by communication industries and government agencies to predict future activities, describe consumer practices, and develop new ways to engage people. 

In this course you will examine data analytics across a range of settings; from marketing and business through government services to the creative industries. You will investigate social and cultural influences on attitudes, perceptions and behaviour. You will also examine how data analytics can be used to inform strategic communication, media planning and ethical decisions, as well as understand the limitations of data.  

As part of this course, you will undertake learning activities/assessment to engage and connect you with industry relevant to your current studies. 


Objectives/Learning Outcomes/Capability Development

Program Learning Outcomes 

This course contributes to the following BP354 Bachelor of Professional Communication Program Learning Outcomes: 

  • PLO4: Use digital, professional and interpersonal skills, and engage with emergent technologies to help solve problems, innovate, and collaborate 
  • PLO6: Employ intellectual independence and judgement to engage with information, make sound evidence-based decisions, actively challenge assumptions, and undertake research that is ethical, creative and reflective. 


Course Learning Outcomes 

Upon successful completion of this course, you will be able to: 

  1. Examine the historical and current practices and concepts in researching audiences and digital media use 
  2. Examine and describe the key areas of audience, consumer and citizen analytics: descriptive, predictive and prescriptive, and their application to professional communication practices. 
  3. Apply professional and digital tools to gather and interpret data, to gain insights and make strategic communication recommendations 
  4. Explore and critically discuss the ethical implications of accountability, consent, ownership and access to data. 


Overview of Learning Activities

You will be actively engaged in a range of learning activities such as studios, project work, lectures, tutorials, class discussion, individual and group activities. 


Overview of Learning Resources

RMIT will provide you with resources and tools for learning in this course through our online systems. A list of recommended learning resources will be provided by your lecturer, including books, journal articles and web resources. You will also be expected to seek further resources relevant to the focus of your own learning. 

There are services available to support your learning through the University Library. The University Library has extensive resources for Media and Communication students. The Library has produced a subject guide that includes quality online and print resources for your studies http://rmit.libguides.com/media-and-communication 

The Library provides guides on academic referencing and subject specialist help as well as a range of study support services. For further information, please visit the Library page: https://www.rmit.edu.au/library on the RMIT University website and the myRMIT student portal. 


Overview of Assessment

You will be assessed on how well you meet the course’s learning outcomes and on your development against the program learning outcomes. 

Assessment Tasks 

Assessment task 1: Identify Key Terms - Video Explainer. Individual, (20%) CLOs 1,2   Assessment Task 2: Report: Audience Profiles Individual, 2000 words (30%) CLOs 1, 2   Assessment Task 3: Industry Report. Individual, Presentation (50%) CLOs 3, 4  

Feedback will be given on all assessment tasks. 

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services: https://www.rmit.edu.au/students/support-and-facilities/student-support/equitable-learning-services if you would like to find out more. 

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions.