Analytics, Insights, and Strategy
Prerequisites: (COMM 210 or COMM 211) and COMM 250.
This course provides a comprehensive look at analytical tools and methodologies used to transform quantitative and qualitative data into strategic insights. Students will explore how to use data to uncover the cultural, psychological, and social factors that drive human behavior. By mastering the transition from data analysis to actionable communication strategies, students will learn to move beyond simple observations to understand the why behind the what. The course culminates in the development of a real-world strategic program that demonstrates an integration of data analytics with a promotional framework.
Outcomes: Understand the roles and tools used for analyzing data, finding insights, and developing a strategy in the advertising, public relations, and communication planning and development process; Have a process for identifying social, cultural, and behavioral data from multiple sources to synthesize into a single strategy for a brand's communication program; Develop a communication strategy that leverages marketplace and target audience insights relevant to a specific brand; Know the skills of working effectively in teams to prepare marketing communication programs.
This course provides a comprehensive look at analytical tools and methodologies used to transform quantitative and qualitative data into strategic insights. Students will explore how to use data to uncover the cultural, psychological, and social factors that drive human behavior. By mastering the transition from data analysis to actionable communication strategies, students will learn to move beyond simple observations to understand the why behind the what. The course culminates in the development of a real-world strategic program that demonstrates an integration of data analytics with a promotional framework.
Outcomes: Understand the roles and tools used for analyzing data, finding insights, and developing a strategy in the advertising, public relations, and communication planning and development process; Have a process for identifying social, cultural, and behavioral data from multiple sources to synthesize into a single strategy for a brand's communication program; Develop a communication strategy that leverages marketplace and target audience insights relevant to a specific brand; Know the skills of working effectively in teams to prepare marketing communication programs.