Perform new course search

Search Filter

Digital Engagement and Analytics (11104.1)

Level: Level 2 - Undergraduate Intermediate Unit
Credit Points: 3
HECS Bands: 1
Faculty: Faculty of Arts and Design
Discipline: School of Arts and Communications


Possible changes to your unit's learning activities and assessment items

For the remainder of 2020, resulting from Australian Government's directives requiring physical distancing and restrictions on movement because of the COVID-19 pandemic, any exams that are required for assessment in a unit will be online exams. Online exams may also use online proctoring to help assure the academic integrity of those exams. Please contact your unit convener with any questions.

While the University has made efforts to ensure that Unit Outlines reflect a unit’s learning activities and assessment items, any changes to Australian Government directives because of the COVID-19 pandemic may require changes to these during the semester to ensure the safety and well being of students and staff. These changes will not be updated in the published unit outline, but will be communicated to you via your unit’s UCLearn(Canvas) teaching site. Any changes made will continue to meet the unit’s learning outcomes, as described in the Unit Outline.

Unit Outlines

To view your Unit Outline, click View to log in to MyUC and access this information, or visit your unit's online teaching site.

  • Semester 2, 2020, ON-CAMPUS, BRUCE (195492) - View
  • Semester 2, 2019, ON-CAMPUS, BRUCE (190474) - View

If a link to your Unit Outline is not displayed, please check back later. Unit Outlines are generally published by Week One of the relevant teaching period.


Your audiences are networked, they produce and curate their own media content across multiple platforms, and they are critical of what they consume. In this unit, we explore the complex relationship between you and your audience against the backdrop of a rapidly evolving media landscape. You learn how to use a range of digital and other communication tools to identify, understand, measure, target and creatively communicate with diverse audiences. You also learn how to develop and maintain meaningful relationships with your audience - a crucial skill for today's professional communicator.

Learning Outcomes

After successful completion of this unit, students will be able to:

1. Demonstrate a conceptual and practical understanding of various digital and social media platforms and how to develop and adapt content for each;

2. Critique online engagement and campaigning techniques applied in diverse areas such as activist and social movements, government bureaucracies and political actors;

3. Apply technical expertise in identifying audiences and tracking reach through basic analytical tools; and

4. Understand the challenges of emerging and future technologies on the functions and processes of professional communication.

Assessment Items

Contact Hours

One 1 hour lecture and one 2 hour interactive workshop on-campus per week.





Assumed Knowledge


Incompatible Units


Equivalent Units

9034 Digital PR and Media Relations.

Print this page
Why choose UC

Perform new course search

Search Filter

Frequently Asked Questions