Handbook

Data is everywhere in today’s digital media environment, but this abundance creates huge challenges. Media now needs to meaningfully analyse, interpret, and communicate “big data” as part of the process of producing persuasive communications. In this course, you will gain a conceptual understanding and develop practical skills in digital analytics. By exploring various tools and analytical strategies, you will learn how to effectively measure important audience and organisational behaviours; enhance persuasive storytelling with data visualisation and actionable insights; and engage critical thinking about ethical and responsible data analytics when used to inform strategic communication practices. The hard and soft skills you develop during this course will expand your skillset, amplify your portfolio, and help to increase your versatility and employability in public relations and advertising.