Course: Digital Analytics credits: 5
- Course code
- ICVB20TLS2
- Name
- Digital Analytics
- Study year
- 2023-2024
- ECTS credits
- 5
- Language
- English
- Coordinator
- S. Veldstra
- Modes of delivery
-
- Lecture
- Project-based learning
- Assessments
-
- Digital Analytics - Other assessment
Learning outcomes
The following competencies are assessed on level 3:
2. Target group & behaviour
PLO3: Conduct research in a methodological way, use suitable research methods and evaluate the research.
PLO4: Evaluate the needs, wishes and (inter)cultural factors of all relevant stakeholders, and translate them into a professional product.
5. Persuasion & commitment
PLO10: Advise on the organisation's communication, taking into account the organisation's goals and communication strategy in a complex context.
2. Target group & behaviour
PLO3: Conduct research in a methodological way, use suitable research methods and evaluate the research.
PLO4: Evaluate the needs, wishes and (inter)cultural factors of all relevant stakeholders, and translate them into a professional product.
5. Persuasion & commitment
PLO10: Advise on the organisation's communication, taking into account the organisation's goals and communication strategy in a complex context.
Content
The immense amount of data collected each day is a goldmine for marketeers and communication professionals. Many devices are linked to different apps and collect data that gives insight in the behaviour of the users. This data can be used to create detailed customer profiles and to predict future behaviour of the target group. Marketeers and communication professionals can use this data to produce different (online) communication interventions as part of the marketing communication strategy. Privacy and ethics play in important role in this course. How far can we go with creating these detailed customer profiles? Where do we draw the line when it comes to privacy and ethics?
In this course, students create a customer profile based on available data. Students will work with different data sources such as databases/CRM, social media analytics and Google Analytics. Topics to be discussed are GDPR/privacy, CRM/database management, data analysis and data visualisation.
Included in programme(s)
School(s)
- School of Communication, Media & IT