Overview
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Learning activities
Learning outcomes
Find and classify qualitative and quantitative web data;
Use web data to research, design and build a communication plan for a given context;
Identify and explain privacy, surveillance, and and other ethical concerns related to the collection and use of web data;
Analyse and report on the broader social context in which web data sets are used;
Apply high-level critical, creative thinking skills, and digital story telling skills to complex online communication scenarios.
Assessments
Additional information
This unit provides an introduction to web metrics and analytics and the collection, analysis, design, and reporting of online data sets. While data plays a key role in a range of online and web-based activities, it is also central to a range of broader social, political, and economic processes. To provide a holistic understanding of the role that web data play in our lives, we examine topics such as big data, personal data collection, privacy, surveillance, and other ethics implications. This unit also provides students with the tools for understanding how web data can be collected, interpreted, analysed, reported, and used. A key emphasis is placed on the role of web analytics for search engine optimisation (SEO). Beyond this, we also examine how web analytics can be applied to influence areas such as strategic communication, policy formation, governance, social media and the news media. The unit rounds out with a deeper examination of the use of web analytics in context by examining different case studies.