DIGI 720 - Social, Mobile, & Online Media Analytics

DIGI 720

Module synopses challenge the student to demonstrate that he or she understands course readings and instructional videos, how they relate to each other, and how they relate to and add value to the study and practice of digital analytics. After reviewing the week’s readings and videos, the student is required to compose and submit a brief essay (500–800 words) which expresses a thesis statement about the materials, and then backs this statement with documented textual support from each of the readings and presentations. The student must conclude the essay by explaining, briefly, why the content of these materials is important in one’s study of analytics.

The student is required to research, to evaluate, create, and present to his or her peers a two-part Online Marketing Plan for a non-profit organization of the student’s choosing.

Phase 1:

The first part of the project requires the student, using documented digital resources, to presents the organization's history, stated mission, organizational structure, any noteworthy third-party news, web, or other database references to it, a sketch of its financial health and of resource allocation, and a description of the organization's existing social media usages (website, social media sites, mobile apps, etc.). The first part must be 600–700-words and be written in APA format.

Phase 2:

The second part of the project requires the student, as an extension of the first project part, to devise and to submit an extensive 12–20-page proposed Online Marketing Plan for the organization. The plan project must include discussions of such tools and techniques as website content, analytics and search engine optimization usage, search and display marketing, social media marketing, video marketing, email marketing, content marketing, and mobile marketing.

The student will write an APA-styled, MS-Word formatted academic paper that abstracts three published articles from scholarly journals on digital media analytics as a communication phenomenon or as a data-gathering tool in the study of human communication. The abstract will be followed by a prospectus that discusses each article’s implications for future communication-related research.

The exam will cover the foundational Reading & Study material for modules/weeks 1–3. The exam will be open-book/open-notes, contain objective (multiple-choice, true/false, matching, short answer, etc.) questions, and have a 2-hour time limit.