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| Title |
Elective course: Audience, target group and data analysis: from segmentation to big data
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| Semester |
E2022
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| Master programme in |
Communication Studies * / Communication Studies / Media and Communication
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| Type of activity |
Course |
| Teaching language |
English
|
| Study regulation |
Read about the Master Programme and find the Study Regulations at ruc.dk |
| REGISTRATION AND STUDY ADMINISTRATIVE | |
| Registration |
Registration is through stads selvbetjeningwithin the announced registration period, as you can see on the Studyadministration homepage. When registering for study activities, please be aware of the potential conflicts between study activities or exam dates. The planning of activities at Roskilde University is based on the recommended study programs which do not overlap. However, if you choose optional courses and/or study plans that goes beyond the recommended study programs, an overlap of lectures or exam dates may occur depending on which courses you choose. |
| Number of participants |
|
| ECTS |
10
|
| Responsible for the activity |
David Mathieu (mathieu@ruc.dk)
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| Head of study |
Chris Peters (cpeters@ruc.dk)
|
| Teachers |
|
| Study administration |
IKH Studieadministration (ikh-studieadministration@ruc.dk)
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| Exam code(s) |
U60142
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| ACADEMIC CONTENT | |
| Overall objective |
The course contains presentation and critical discussion as well as testing knowledge of a defined media and communication subject area/field of activity, including presentation and discussion of current concepts, theories, and research methods, possibly in collaboration with practitioners within the field. |
| Detailed description of content |
This course is about the science, practice and politics of audience measure-ment and analysis. Audience data analysis is increasingly a needed skill for communication professionals, and the demands have become increasingly complex. The goal of the course is to help students navigate the diverse methods, tools and techniques available for collecting, analyzing and evaluat-ing audience data (offline and online, qualitative and quantitative) while maintaining a critical understanding of these analytical practices. The course introduces students to the methods, tools and techniques used in the industry and academia to perform audience measurement and analy-sis. There is therefore a practical dimension to the course which will see students working with audience data, especially with regards to the digital footprints left by audiences in their use of digital media and the harvesting of data on web platforms. One of the main objectives of the course is to help students experiment and work creatively with data as a way to produce in-sights about audiences. Throughout the course is maintained a critical understanding of audience measurement. The goal is to be able to relate critically to the science, prac-tice and politics of audience measurement and place these in a larger con-text of academic, societal and ethical debates. These will include discussions of the validity of audience measurement and analysis, both qualitative and quantitative, being aware of the different interests at stake in audience measurement, as well as ethical considerations such as privacy invasion, surveillance and consent. The course covers topics such as ratings, segmentation, target group analysis, interpretative and qualitative approaches, social media analytics and big data. It will involve a mix of lectures and workshop exercises that will allow students to relate and try their hands at different aspects of audience meas-urements. The course relates to the communicative and media-related aspects of audi-ence measurement, and not the technical aspects such as programming or statistical analysis. No pre-requisite knowledge of these is required to partic-ipate and benefit from the course. We will work with relatively simple tools and will get help to assist with technical aspects of using softwares. We will have our focus on how these tools help us understand communication and provide insights about audiences. |
| Course material and Reading list |
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| Overall plan and expected work effort |
The total study effort for the student (ECTS points converted into hours) = 270 hours. The hours are divided as follows:
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| Format |
In principle, teaching activities take place on campus. The teaching can be arranged so that one or more activities take place elsewhere than at Roskilde University. This can also be online. |
| Evaluation and feedback |
Evaluation will be based on the evaluation practice of the study board. |
| Programme |
|
| ASSESSMENT | |
| Overall learning outcomes |
At the end of the course, the student is able to:
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| Form of examination |
Individual portfolio exam
The character limit of the portfolio is 24,000-48,000 characters, including spaces. Examples of written products are exercise responses, talking points for presentations, written feedback, reflections, written assignments. The preparation of the products may be subject to time limits. The character limits include the cover, table of contents, bibliography, figures and other illustrations, but exclude any appendices. The portfolio is written completely or partially during the course. The entire portfolio must be handed in at the same time (uploaded to eksamen.ruc.dk). Handing in the portfolio or parts of the portfolio to the supervisor for feedback, cannot replace the upload to eksamen.ruc.dk. Assessment: Pass/Fail. |
| Form of Re-examination |
Individual portfolio exam
The character limit of the portfolio is 24,000-48,000 characters, including spaces. Examples of written products are exercise responses, talking points for presentations, written feedback, reflections, written assignments. The preparation of the products may be subject to time limits. The character limits include the cover, table of contents, bibliography, figures and other illustrations, but exclude any appendices. The portfolio is written after the course has ended. The entire portfolio must be handed in at the same time (uploaded to eksamen.ruc.dk). Handing in the portfolio or parts of the portfolio to the supervisor for feedback, cannot replace the upload to eksamen.ruc.dk. Assessment: Pass/Fail. |
| Type of examination in special cases |
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| Examination and assessment criteria |
Prøven er en individuel portfolio. Portfolien sammensættes af øvelser, som den studerende har lavet i forbindelse med kursusforløbet. Portfolien skal opfylde alle formelle krav og i bedømmelsen lægges der vægt på i hvor høj grad den studerende
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| Exam code(s) | |
| Last changed | 01/06/2022 |
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