Social, Mobile, & Online Media Analytics – DIGI 720

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

Course Description

The types and uses of social, mobile, and online metrics, the use of big data in shaping the user experience.

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


A doctoral education in communication equips the student with the advanced understanding of interactive digital technologies that is sine qua non to success as an advanced communication strategist and scholar during the digital age. This course advances this objective by equipping the candidate with analytic literacies to identify problems, design interventions, and generate solutions to improve policy or practice.

Measurable Learning Outcomes

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

  1. Create a strategic plan based on the analytics derived from a situation analysis, the importance of visualization and digital analytics to organizational growth.
  2. Understand the analyses and processes of deriving strategies and tools from social, mobile, and online metrics.
  3. Develop a working style and approach that uses social, mobile, and online metrics as an organizational growth tool.

Course Assignment

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

In this course, you will participate in two Discussions which will require an original 4 to 6 minute video. 

Module synopses challenge the student to demonstrate that he or she understands course readings and instructional videos, how they relate to each other, and how they relate to and add value to the study and practice of digital analytics. After reviewing the week’s readings and videos, the student is required to compose and submit a brief essay (500–800 words) which expresses a thesis statement about the materials, and then backs this statement with documented textual support from each of the readings and presentations. The student must conclude the essay by explaining, briefly, why the content of these materials is important in one’s study of analytics.

The student is required to research, to evaluate, create, and present to his or her peers a two-part Online Marketing Plan for a non-profit organization of the student’s choosing.

Online Marketing Plan 1: Organizational and Digital Profile:

The first part of the project requires the student, using documented digital resources, to presents the organization's history, stated mission, organizational structure, any noteworthy third-party news, web, or other database references to it, a sketch of its financial health and of resource allocation, and a description of the organization's existing social media usages (website, social media sites, mobile apps, etc.). The first part must be 600–700-words and be written in APA format.

Online Marketing Plan 2: Digital and Analytical Prospectus

The second part of the project requires the student, as an extension of the first project part, to devise and to submit an extensive 12–20-page proposed Online Marketing Plan for the organization. The plan project must include discussions of such tools and techniques as website content, analytics and search engine optimization usage, search and display marketing, social media marketing, video marketing, email marketing, content marketing, and mobile marketing.

The student will write an APA-styled, MS-Word formatted academic paper that abstracts three published articles from scholarly journals on digital media analytics as a communication phenomenon or as a data-gathering tool in the study of human communication. The abstract will be followed by a prospectus that discusses each article’s implications for future communication-related research.

The exam will cover the foundational Textbook material for Module 1: Week 1 – Module 3: Week 3. The exam will be open-book/open-notes, contain objective (multiple-choice, true/false, matching, short answer, etc.) questions, and have a 2-hour time limit.