COMM365 Communication Analytics (3 semester hours)

The purpose of this course is to provide students with the theory and application of how the use of analytics shapes communication decisions in today’s connected and complicated communication environment. This course will cover how data and the associated metrics have become the standard when making business decisions and how a proper communication strategy must coordinate with the use of analytics. Students will learn how to best use analytics to make data driven communication decisions while using standard reporting API to inform decision makers of the best plan for communicating with an audience. In addition, targeting and location will be discussed so communication can be focused on specific segments of an audience for potentially higher communication conversion. Student will examine the numerous analytics solutions that are available while always looking at future trends and technologies. By the end of the course, students will create a digital communication strategy that uses analytics and data to guide the way they communicate with an audience.