This course investigates quantitative methods used by communication professionals. Topics include survey research, experimental design, and digital analytics. Students will learn to write survey instruments and analyze results, gather, and interpret data in online A/B testing of marketing campaigns, choose effective keywords for digital advertising and search engine optimizations, and use analytics to evaluate visitor website behavior. Students will have the opportunity to become certified in Google Analytics 4.
Prerequisites
6 credits in COMM (not including COMM-100)
Term Offered
Fall Only