Universitat Internacional de Catalunya

Audience Analysis

Audience Analysis
3
10731
4
First semester
OB
Main language of instruction: Catalan

Teaching staff


Dr. ARGEMÍ BALLBÈ, Marc - margemib@uic.es

The teacher's personal email is: margemib@uic.es

Introduction

In the event that the health authorities announce a new period of confinement due to the evolution of the health crisis caused by COVID-19, the teaching staff will promptly communicate how this may effect the teaching methodologies and activities as well as the assessment.


In this course the student will acquire knowledge of the different tools and methodologies of Digital Audiences measurement and Analytics.

Pre-course requirements

None.

Objectives

The aim of the course is that the student knows the sources of audience data, the different units, and acquire the ability to interpret these data to the end the quarter.

Competences/Learning outcomes of the degree programme

  • 06 CG - The ability to read, analyze and synthesize
  • 08 CG - The ability to reflect and memorize.
  • 09 CG - The ability to innovate
  • 10 CG - Knowledge and mastery of bibliographic repertoires
  • 16 CE - The ability to make judgments and well-argued critical assessments
  • 23 CE - The ability to contextualize and critically analyze mass media products
  • 24 CE - The ability to contextualize and critically analyze contemporary legal and political institutions
  • 25 CE - Ability to contextualize and critically analyze macroeconomic aspects
  • 38 CE - Knowledge and mastery of concepts, data, statistics and economic graphs
  • 54 CE - The ability to analyze and understand audiences

Learning outcomes of the subject

Interpretation of audience data, knowledge of different market research methodologies, both quantitative and qualitative applied to the media, work with real and recent data, knowledge acquisition of advertising strategies and different tactics to create competitive programming schedules....

Syllabus

  1. Overview of the Big Data
  2. Introduction to audience analysis
  3. Standards and Key Indicators
  4. web Analytics
  5. AIMC - ESTUDIO GENERAL DE MEDIOS
  6. OJD INTERACTIVA
  7. NEW YORK TIMES
  8. NETFLIX
  9. FACEBOOK
  10. GOOGLE
  11. SPOTIFY
  12. TWITTER
  13. PINTEREST
  14. AMAZON 

Teaching and learning activities

In person



TRAINING ACTIVITY:
  • Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students.
  • Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc).
  • Focused Praxis. Handing in occasional exercises to learn theory through practice.

ECTS CREDITS:
  • 0,4
  • 0,6
  • 2

Evaluation systems and criteria

In person



  • 20% each case (maximum of 5 cases).
  • 20% practical workshop (it could replace the score of the case with lowest qualification).
 
  • Exam:

    The exam always counts 50%. You can pass without exam in case you approve enough cases. 

    The exam could be taken as long as at least 5 cases have been submitted. If not, the exam cannot be taken. You can go to the exam to improve the qualification, but the exam would automatically replace the score of the five cases with the worst score.

  On second call, 100% exam

Bibliography and resources

Webster, J. et al: Ratings Analysis. Audience Measurement and Analytics. Routledge. New York, 2014

Fresno, Miguel del, et al: Conectados por redes sociales. Introducción al análisis de redes sociales. Editorial UOC. Barcelona, 2014

Argemí, Marc. El sentido del rumor. Cuando las redes sociales ganan a las encuestas. Península. Barcelona, 2017

Kimmel, Allan: Connecting with consumers. Oxford University Press. London, 2010

Google Analytics Support: https://support.google.com/analytics/

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