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Digital Engagement and Analytics (11104.1)

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


Unit Outlines

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

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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.

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