AMG5034 Data analytics in communication
Faculty of Arts
AMG5034 Data analytics in communication is a level 5, 6-credit-point, postgraduate unit from the Faculty of Arts, offered in 2024 in Semester 1 at Malaysia. It has no prerequisites.
- Credit points
- 6
- Offered in 2024
- Semester 1
- Malaysia
- Assessment
- No exam
- 2 tasks
- Workload
- 144 hours
- per semester
This is the 2024 handbook entry. See the 2027 entry.
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Requisites
Before AMG5034
No prerequisites or corequisites besides the enrolment rules below.
After AMG5034
No unit lists AMG5034 as a prerequisite in the 2024 handbook.
Enrolment rules
Pre-requisite: Must be enrolled in a Masters by coursework
Overview
The strategic application of ‘big data’ is transforming the field of communications. As our everyday communication practices increasingly become digital, mobile and social, there has been an explosion of data that is routinely collected and analysed for strategic purposes. Students in this unit explore the intersection between audiences and publics, and digital data. Students learn how to make use of data analytics to examine the dynamics, flows and effectiveness of communication processes across digital and social media platforms. Students develop skills in gathering, analysing and visualising digital data to gain a better understanding of audience sentiment, behaviour and engagement.
Drawing on case studies and practical research, students assess the value of data analytics in informing communication strategies. They also engage with the ethical and legal concerns at the heart of public debates relating to the collection and use of ‘big data.’
Offerings in 2024
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | Block on |
Assessment
- Analytical exerciseAssignment40%
- Final analytics reportReport60%
Learning outcomes
When you finish this unit, you should be able to:
- 1
Critique the role of big data in the field of strategic communications;
- 2
Discuss and interpret the results of data analytics to provide insights to processes of communication;
- 3
Gather, analyse and visualise digital data in the context of communication flows;
- 4
Assess the distinct ethical, legal and public interest implications raised by the use of big data;
- 5
Apply advanced communication, research and analytical skills.
Workload and teaching
- Workshops15 hours
- Teaching approachActive learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
Contacts
- Chief Examiners
- Dr Tae-Sik Kim
- Unit Coordinators
- Dr Lay Tyng Chan
Common questions
What are the prerequisites for AMG5034?
AMG5034 has no prerequisites, but enrolment rules apply.
When is AMG5034 offered?
In 2024, AMG5034 runs in Semester 1 at Malaysia.
How much work is AMG5034?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does AMG5034 have an exam?
No. AMG5034 has 2 assessment tasks and no exam.