Направления медиааналитики

2026/2027

Статус: Маго-лего

Кто читает: Институт медиа

Где читается: Факультет креативных индустрий

Охват аудитории: для своего кампуса

Язык: русский

Кредиты: 3

Контактные часы: 32

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Аннотация

The course aims to equip students with advanced skills in analyzing media content and its impact across various platforms. It delves into emerging trends in media analytics, including big data analysis, sentiment analysis, and predictive modeling. Students will learn to use analytical tools for measuring audience engagement, tracking media influence, and identifying key performance indicators. The curriculum emphasizes practical application of theoretical frameworks to real-world scenarios, preparing graduates for careers in research, marketing, and strategic communications within the media industry.

Цель освоения дисциплины

To acquaint students with the theoretical basics of media analytics
To overview tools for calculating and interpreting key metrics of social media analysis
To analyse cases of using media analytics in different areas
To learn principles for making reports based on collected data

Планируемые результаты обучения

Uses tools for social media analytics for making reports and creating dashboards
Assesses possible implications of data from open sources
Presents cases of using media analytics tools in different spheres
Understands possibilities and limitations of current instruments in media analytics (Big Data, AI etc.)
Interprets data analysis results and concludes how to use them making recommendations.

Содержание учебной дисциплины

Foundations of Media Analytics: Key Concepts and Evolution of Approaches
Measuring Audience Engagement: Metrics and Tools
Media Impact Tracking: from Reach to Reputation Effects
Big Data in and AI Media Analytics: Ways of Application
Sentiment Analysis: Overview of Methods and Applications
Predictive Modeling in Media: from Data to Forecasts
Applied Media Analytics: from Data to Decisions
Presentations of Final Projects

Элементы контроля

Participation in seminar activities
Group project
Individual written task
Individual presentation of an article

Промежуточная аттестация

2026/2027 3rd module
0.21 * Individual presentation of an article + 0.4 * Group project + 0.1 * Participation in seminar activities + 0.29 * Individual written task

Программа дисциплины