Journalism & Mass Commncations - Rsc Dgtl Mktg Com,Advr&Pblc Rl

Catalog description

Students learn the theory and application of quantitative and qualitative research methods for primary data collection and analysis in digital marketing communications, advertising and public relations. The course builds critical thinking and problem solving by teaching beginning researchers how to ask and empirically answer inductive and deductive research questions within the framework of the scientific method. Students will learn how to identify research problems, formulate applied research questions and hypotheses, use appropriate instruments, collect data, analyze, and produce comprehensive, evidence-based reports, both individually and collaboratively. Experiential hands-on activities guide students through designing, managing, and completing multiple qualitative and quantitative projects using traditional and contemporary research technologies and tools. Ethical research practices with a focus on autonomy, inclusivity, and respect for diverse populations and audiences are emphasized. By the end of the course, students will have acquired foundational research methods skills and the ability to effectively assess, interpret, and communicate empirical results for digital media contexts. Must be completed with a grade of C (2.0) or higher to advance in the JMC curriculum. Prerequisite: For students starting at KU Summer 2022 and before: Admission to the School of Journalism and Mass Communications and JMC 320 with a grade of C (2.0) or above. For students starting at KU Fall 2022 and after: Admission to the School of Journalism and Mass Communications, JMC 304 and JMC 320 all with grades of C (2.0) or above.