Universitat Internacional de Catalunya

Audience Analysis

Audience Analysis
First semester
Main language of instruction: Catalan

Teaching staff


 In this course students will acquire the following knowledge:

(1) Main media consumption patterns and their potential attitudinal, cognitive and behavioral effects on end users;

(2) Main data sources of audience behavior and how those sources are built;

(3) Use of tools to collect online and offline data;

(4) Quantiative and qualitative methods applied to the study of media audiences.

Pre-course requirements



 The aim of the course is for students to get acquainted with main data sources to analyse media audiences, units of analysis, indicators, as well as softwares. Students will be able to analyse and interpret media audiences’ patterns by the end of the course.


  • 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

Students will get acquainted with main methodologies to investigate audiences and media outlets (both quantiative and qualitative); will work with real and most recent data, be able to interpret audience data, and know main strategies of audience development among media outlets. Students will also analyse the normative implications and effects of these strategies and decisions.



  1. Introduction. Audience: definition, typologies and approaches to its study
  2. Audience data analysis. Main sources of aggregate data. Digital audience measurement
  3. Audience and business models in the digital environment

Teaching and learning activities

In person

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. 1,5
Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. 0,4
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. 0,4
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). 0,3

Evaluation systems and criteria

In person

The course amounts 3 ECTS credits and is on-site.

The exercices will amount 40% of the final grade.

Active participation will be encouraged and can amount up to 10% of the final grade.

The final exam equals 60% of the final grade.

2nd and following calls, the exam will amount the 100% of the grade.