Master 2026/2027

Media Product Analytics

Type: Elective course (Contemporary Media Research)

Delivered by: Institute of Media

Where: Faculty of Creative Industries

When: 2 year, 2 module

Open to: students of one campus

Instructors: Alisa Velina

Language: English

ECTS credits: 3

Contact hours: 24

Course Syllabus

Abstract

The course offers modern methods of analysis applied to media work. We will learn how to make measurable and clear evaluable and abstract goals and outcomes.

Learning Objectives

• To gain an understanding of media analytics and its application in the industry.
• To be able to set a task for analytics.
• To make decisions based on the data.
• To correct the strategy depending on the data.

Expected Learning Outcomes

• Names the aims of analytics in the media industry.
• Collects basic metrics
• Defines trends
• Corrects their strategy depending on the findings based on the metrics
• Presents their decisions

Course Contents

• Introduction to Media Analytics
• Audience Analytics
• Content metrics
• Using analytics to adjust media development strategy

Assessment Elements

• Final project
  To be done in groups.
• Tests
  Take place every class, except the first one. Running without digital sources. Some brief questions about the previous topic.
• Seminar activity

Interim Assessment

• 2026/2027 2nd module
  0.5 * Final project + 0.21 * Seminar activity + 0.29 * Tests

Bibliography

Recommended Core Bibliography

• Big data for beginners : understanding SMART big data, data mining and data analytics for improve..., Reynolds, V., 2016
• Social media analytics : effective tools for building, interpreting, and using metrics, Sponder, M., 2012

Recommended Additional Bibliography

• Business analytics, Evans, J. R., 2014

Authors

• VELINA ALISA DMITRIEVNA