Digital & Strategic Communication Audience Measurement – DIGI 710

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 02/02/2022

Course Description

The types and uses of digital & strategic communication audience measurements, the use of big data in shaping the user experience and organizational strategy.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.


Building on the general knowledge of graduate research skills acquired in DIGI 700 and 705, students will further develop these skills and be introduced to quantitative and qualitative research methods. Students will apply both research skills and theoretical knowledge to understand and engage in communication and media research.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Develop critical and analytical skills necessary to evaluate and research the process of communication.
  2. Explain the advantages and disadvantages of quantitative and qualitative research in the study of communication.
  3. Design a competent research plan for the study of a common research need in digital media, social media, and strategic communication.

Course Assignment

Textbook readings and weekly summary videos for each module

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.

Discussion: Introduction

The student writes an introductory post including a brief biography along with a description of what the author hopes to get from this course.

Discussions (8)

Discussions are collaborative learning experiences. Therefore, the student is required to provide a thread in response to the provided prompt. Each thread must be 400–500 words, include Reading & Study materials, pertinent examples, thoughtful analysis, demonstrate course-related knowledge, and include at least 3 unique citations. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must have at least two unique references. Each reply must be 300–400 words.

Research Paper: Part 2 – Qualitative Research Topic and References Assignment

The student will submit a topic for research along with eight (8) scholarly, peer-reviewed or professional sources to be used in the development of an original research project to be completed by the end of the course.

Quiz: CITI Training Assignment

The student will complete the CITI Training module for Social and Behavioral research provided by CITI/Liberty University. The training includes learning modules along with quizzes. Upon completion the student will be provided with a certificate of completion.

Case Study Strategy and Design Assigmment

The student will submit a short paper that outlines the strategy and design for the study of a case (an individual, a group, an organization, a decision, etc.) with which they are familiar.

Lab Exercises (2)

The student will complete two lab exercises to practice statistical analysis used in quantitative research.

Semiotic Analysis of Instagram Assignment

The student will conduct a semiotic analysis of the Instagram site of a large social or community-based organization and write a five to seven-page discussion of the results.

Digital Ethnography of Facebook Assignment

The student will conduct a digital ethnography by analyzing the Facebook site of a cultural group and write a five to seven-page discussion of the results.

Research Paper: Part 3 – Qualitative Research Assignment

The student will write a 12-15-page research paper in current APA format that presents the findings of the original research project the student conducted during the semester. The paper must include at least 8 references.

Quizzes (8)

Each quiz will cover the Learn material for the assigned module(s): week(s). Each quiz will be open-book/open-notes and contain a combination of multiple-choice and/or true/false questions. Quizzes will have a 60-minute time limit.