Audience Analysis and Research

Catalog description

The purpose of the course is to give students skills and knowledge to help them understand the audiences that they encounter, better. The communication process is incomplete if the source does not take serious considerations of his/her audience. The course therefore attempts to bring into scrutiny the different types of audiences encountered by communicators whether in public address, media production and consumption, marketing, public relations, journalism, etc. The course seeks to give students skills that would enable them to understand their audiences well and hence communicate more effectively. This course combines both theory and practice of audience analysis with the research techniques and skills need for effective data-driven audience analysis.