COM2116 - Audience Analytics and Media Strategies

Offering Academic Unit
Department of Media and Communication
Credit Units
Course Duration
One Semester
Course Offering Term*:
Semester B 2020/21

* The offering term is subject to change without prior notice
Course Aims

This course aims to teach students the various approaches in audience analysis and the purposes, philosophies, and methods of obtaining audience information for different media, with a particular focus on Internet and social media. Strategies for developing and scheduling online campaigns will also be covered. Students are expected to gain a broad understanding of the different methods in measuring media, and the different parameters in evaluating media effectiveness. Students will engage in a group project to apply their knowledge and skills to develop action plans.

Assessment (Indicative only, please check the detailed course information)

Continuous Assessment: 70%
Examination: 30%
Examination Duration: 2 hours
Detailed Course Information


Useful Links

Department of Media and Communication