020334230 DIGITAL ANALYTICS ( 3 Crd.Hrs )

Pre-Requisites : 020411010, 020332220

This course is an overview of digital analytics and strategies and tactics and how these are used to develop strategic recommendations in organizations. Topics covered include the current digital media landscape, social media listening tools, search analytics tools, audience analysis tools, content analysis tools, engagement analysis tools and the use of digital data for business intelligence. Special emphasis will be placed on how the results of digital analysis is used to influence marketing and public relations communication.