APG5374 Data analytics in communications
Faculty of Arts
APG5374 Data analytics in communications is a level 5, 6-credit-point, postgraduate unit from the Faculty of Arts, offered in 2020 in Semester 1 at Caulfield. It has no prerequisites.
- Credit points
- 6
- Offered in 2020
- Semester 1
- Caulfield
- Workload
- 144 hours
- per semester
This is the 2020 handbook entry. See the 2027 entry.
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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. Building on APG5373, this unit explores the intersection between audiences and publics, and digital data. In this unit, 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 acquire 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 understand 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 2020
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | Block on |
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
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. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
Where it fits
APG5374 is part of 1 area of study in the 2020 handbook.
Contacts
- Chief Examiners
- Ms Verity Trott
- Unit Coordinators
- Ms Verity Trott
Common questions
What are the prerequisites for APG5374?
APG5374 has no prerequisites.
When is APG5374 offered?
In 2020, APG5374 runs in Semester 1 at Caulfield.
How much work is APG5374?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Which majors and minors include APG5374?
APG5374 is part of Strategic communications management.