University of Technology Sydney

54061 Digital Media: Marketing, Metrics and Data

8cp; To comply with health advice from NSW Health, the planned delivery of this subject for Spring 2021 has been adjusted. Activities scheduled for campus until the 27th of August (inclusive) are being moved online. Timetabled activities for the remainder of the session will be held on campus only if the public health situation permits face-to-face learning in available teaching spaces. Please log into Canvas and monitor your UTS email for the latest advice concerning subject delivery and assessment information.
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 58337 Engagement, Participation, Gamification


This subject responds to the digital media industry's growing emphasis and reliance on data and metrics to better segment, target and understand audiences for a range of purposes, including marketing. In this subject, students learn foundational social media metrics and digital methods while appreciating the ethical and equity issues resulting from measuring, analysing and using digital traces. Students develop skills in collecting, analysing and reporting on social media metrics.

Detailed subject description.

Access conditions

Note: The requisite information presented in this subject description covers only academic requisites. Full details of all enforced rules, covering both academic and admission requisites, are available at access conditions and My Student Admin.