Audience Insights.

Catalog description

Semester course; 3 lecture hours (delivered online, face-to-face or hybrid). 3 credits. Prerequisite: MASC 101 with a minimum grade of C. A multidisciplinary introduction to media metrics and audience engagement across journalism, advertising, public relations and media production. The course builds students’ data literacy by teaching them how to collect, interpret and visualize audience information to evaluate content performance and guide strategic decision-making. Students learn key concepts such as media metrics, engagement indicators, SEO fundamentals, platform algorithms, user behavior patterns and ethical data practices. Through applied work with dashboards, datasets and real-world scenarios, students practice transforming analytical findings into actionable insights for reporting, campaign planning, creative production or content optimization. Designed to equip all communication professionals with the ability to create, assess and refine media work using evidence-based approaches.