Subject

Audience Analysis

  • code 10731
  • course 4
  • term Semester 1
  • type OB
  • credits 3

Main language of instruction: Catalan

Teaching staff

Head instructor

Dr. Marc ARGEMÍ - margemib@uic.es

Office hours

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

Introduction

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. Analysis of digital media
  6. Twitter
  7. Facebook
  8. Youtube
  9. Instagram

Teaching and learning activities

In person

TRAINING ACTIVITYECTS CREDITS
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.
1,4
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).
1,6

Evaluation systems and criteria

In person

  • 30% cases
  • 30% practical workshop
  • 40% exam
On second call, 100% exam
EVALUATION SYSTEMPERCENTAGE
Final Exam
40%
Individual Work
30%
Focused Praxis
30%

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

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