Digital & Strategic Communication Audience Measurement – DIGI 710

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/28/2020

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.

Prerequisite

DIGI 700

Rationale

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 Module/Week 1.

Discussion Board Introductory Forum #1

Discussion board #1 is tied to the student’s writing assignment. The student’s goal is to introduce themselves to his/her classmates as well as share a “30-second elevator speech” of the Executive Summary (from DIGI 705) literature review. Discussion Board #1 does not require references or citations as students will be introducing themselves to the class.

Discussion Board Forums (6)

Discussion boards are collaborative learning experiences. Therefore, the student is required to provide a thread in response to the provided prompt for each forum (discussion boards #2 - #7). 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.

Executive Summary of Literature Review

The student will write an executive summary discussing the literature review prepared in DIGI 705 with brief justification and rationale of their chosen topic and ideas for potential research study.

Human Subjects Research Training

The student will complete the HSR 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.

Quantitative Research Questions and Study Rationale

The student will submit a short paper that includes hypotheses and/or research questions as well as study rationale for approval prior to the Research Proposal for Quantitative Study.

Lab Exercises (2)

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

Research Proposal for Quantitative Study

The student will write a research proposal in current APA format on a topic in the area of digital media content that uses quantitative research methods. The proposal must include at least 15 references.

Qualitative Research Questions and Study Rationale

The student will submit a short paper that includes hypotheses and/or research questions as well as study rationale for approval prior to the Research Proposal for Qualitative Study.

Semiotic Analysis of Instagram

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

Digital Ethnography of Facebook

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

Research Proposal for Qualitative Study

The student will write a research proposal in current APA format on a topic in the area of digital media content that uses qualitative research methods. The proposal must include at least 15 references.

Quizzes (4)

Each quiz will cover the Reading & Study 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 30-minute time limit.