Analysing and visualising digital data is at the heart of contemporary marketing and strategic communications. Within marketing communication, data is essential in tracking funnels and engagements, designing funnels, and targeting marketing. Within strategic communications, understanding what data helps develop the strategy - particularly the design of visualisations - is key. This unit will equip student with the practical skills to collect, curate, analyse and visualise digital data for effective communication campaigns.

Learning outcomes

On successful completion of this unit, students will be able to:
1. Critically evaluate the origins, role and economic weight of different types of data in the digital information ecosystem;
2. Identify, analyse and use major digital analytics tools (including website activity tracking, social media monitoring, and social media campaign tools);
3. Apply principles of data collection, curation, analysis and visualisation both independently and collaboratively; and
4. Understand the ethical and legal dimensions of the large-scale collection and analysis of data.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - think globally about issues in their profession
3. UC graduates are lifelong learners - evaluate and adopt new technology

Prerequisites

None.

Corequisites

None.

Incompatible units

None.

Equivalent units

None.

Assumed knowledge

None.