MCOMÂ 5341. Social Media Analytics. 3 Hours.
Students gain a comprehensive overview of social and digital media data analytics. Students learn key terminology for social and digital media data analytics, examine its role in integrated marketing communication, and learn various digital analytic methodologies. With this understanding as a foundation, students practice addressing key strategic communication questions related to return on investment, audience measurement, and brand management.
Prerequisite: Admission to the graduate program.
