JOUR 463 - Social Media Analytics & SEO

Institution:

Point Park University

Subject:

JOURNALISM

Description:

This course will teach students how to prove return on investment (ROI) to clients by understanding and evaluating analytics. In addition, students will learn search engine optimization best practices to further increase a brand's social media ROI. Students will have a deeper understanding of the principles and how to measure and prove the ROI of social media and a working knowledge of various industry-standard analytics tools. Students will write social media reports for clients based on ROI and analytics results. Prerequisite: JOUR 306. Dual listed with JOUR 564. Course Objectives Upon successful completion of the course, students should be able to: (1) Learn the fundamentals of data analytics and SEO and the data analytic pipeline. (2) Develop competency in the web-based analytics/SEO programs including Google Analytics and Facebook Insights. (3) Understand how analytics and big data affect various functions including marketing and the supply chain. (4) Analyze data and write reports to illustrate data trends to show ROI. (5) Apply machine learning algorithms to make sense out of data sets both large and small. (6) Speak fluently to disparate groups within an organization, from management to the IT director, about data and the results and implications of data analyses. (7) Implement recommended best practices for analytics and SEO and understand how to apply them within an organization. (8) Know how to identify and evaluate problems and issues with a web site affecting its business performance. (9) Contribute to a planning process to define and SEO strategy.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.pointpark.edu

Phone Number:

(412) 391-4100

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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