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JTC 571 - Digital Media Research and Evaluation Methods

  • 3 credits

How do you locate useful data in digital media platforms? How do you analyze this data to inform your company’s leadership and drive change? This course will focus on learning how research intersects with digital media. Starting with the fundamentals of both qualitative, and quantitative research, the course will build towards the application of audience analysis and how to utilize research to inform strategy within the world of digital media. Through multiple case studies throughout the semester, you will learn to apply research to help real-world clients resolve issues through research, analytics and data driven strategy.

This course is designed to help you:

  • Understand the importance of Digital Media Research 
  • Be able to analyze and evaluate digital media channels 
    • Gain familiarity with metrics 
    • Understand theories that can be applied to digital research 
    • Identify appropriate target audience 
    • Utilize metrics to help with goals 
  • Be able to analyze situations through case studies and provide data-driven answers 
  • Understand the use of data in digital analytics

Important Information

This course includes guest speakers, case studies, and group work through synchronous lectures on Zoom.  Attendance is expected Monday evenings, 6:00 - 8:50 pm Mountain Time.


Samuel Tham

Samuel M. Tham (Ph.D, Michigan State University) is an assistant professor of advertising and strategic communication in the department of Journalism and Media Communication at Colorado State University (CSU). As a media psychologist, Tham’s research interests lies in the domain of digital advertising, ad avoidance, and problematic media use especially in video gaming. He is interested in understanding processes of media engagement, and developing ethical advertising messaging for vulnerable populations that are susceptible to problematic media use. His published research looks at the intersection of digital advertising, problematic media use, and mental and social health. 

Prior to academia, Tham worked in the advertising and public relations industry for over a decade, first as a founder of his online gaming company, then as an advertising account executive, and later in corporate communications. His return to academia after a successful industry career was driven towards mentoring students and developing their research toward careers in academia and industry.