PRAO3086 Data Analytics and Visualization for Strategic Communication (3 units)
Big data and data analytics have fundamentally transformed the way how brands communicate with the consumers and stakeholders. This course will introduce how a company or an organization can make use of behavioral data to understand, manage, and communicate with its consumers. The course will provide students with a foundation in data analytics and visualization as well as hands-on experience with real world data and tools. Emphasis is placed on the implications for communication strategy and strategic planning. The course applies the insights of analytics of the company’s owned media, users’ generated contents, as well as social and digital media analytics to help students gain consumer, media, and message insights. Not only will this course equip students’ data analytics and visualization skills but it will also foster their storytelling skills when they present their clients with strategies for marketing communication.
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