JTC 571 - Digital Media Research and Evaluation Methods

How do you locate useful data in digital media platforms? How do you analyze this data to inform your company’s leadership and drive change? This course will focus on learning how research intersects with digital media. Starting with the fundamentals of both qualitative, and quantitative research, the course will build towards the application of audience analysis and how to utilize research to inform strategy within the world of digital media. Through multiple case studies throughout the semester, you will learn to apply research to help real-world clients resolve issues through research, analytics and data driven strategy.

This course is designed to help you:

• Understand the importance of Digital Media Research 
• Be able to analyze and evaluate digital media channels 
• Gain familiarity with metrics 
• Understand theories that can be applied to digital research 
• Identify appropriate target audience 
• Utilize metrics to help with goals 
• Be able to analyze situations through case studies and provide data-driven answers 
• Understand the use of data in digital analytics