Universitat Internacional de Catalunya
Audience Analysis
Teaching staff
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
- Overview of the Big Data
- Introduction to audience analysis
- Standards and Key Indicators
- web Analytics
- AIMC - ESTUDIO GENERAL DE MEDIOS
- OJD INTERACTIVA
- NEW YORK TIMES
- NETFLIX
- SPOTIFY
- AMAZON
Teaching and learning activities
In person
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.
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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