Audience Analysis
Main language of instruction: Catalan
Head instructor
Dr. Marc ARGEMÍ - margemib@uic.es
Office hours
The teacher's personal email is: margemib@uic.es
In this course the student will acquire knowledge of the different tools and methodologies of Digital Audiences measurement and Analytics.
None.
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.
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....
TRAINING ACTIVITY | ECTS CREDITS |
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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 SYSTEM | PERCENTAGE |
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Final Exam | 40% |
Individual Work | 30% |
Focused Praxis | 30% |
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/