| Course description: | Digital and social media have transformed the ways organizations use data to deliver services, project future trends manage reputations, build relationships, and tackle crisis and risk communication. This course introduces students to digital and social media analytics that can be used to extract, analyze, and evaluate digital data for strategic communication. Digital media analytics help organizations track and monitor real time online conversations, build brand awareness and online reach, follow public sentiment, and analyze audiences to understand key consumer segments. This course will introduce students to important concepts related to data-driven communication and train students on analytics tools related to search engines, social media, and digital marketing. (Lab fee required) (S) |
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