Can Google Analytics Certification Cultivate PR Students' Competency in Digital Analytics? A Longitudinal Pedagogical Research

Autor/inn/en	Meng, Juan; Jin, Yan; Lee, Yen-I; Kim, Solyee
Titel	Can Google Analytics Certification Cultivate PR Students' Competency in Digital Analytics? A Longitudinal Pedagogical Research
Quelle	In: Journalism and Mass Communication Educator, 74 (2019) 4, S.388-406 (19 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1077-6958
DOI	10.1177/1077695818816916
Schlagwörter	Longitudinal Studies; Public Relations; Teaching Methods; Student Attitudes; Data Analysis; Outcomes of Education; Computer Software; Pretests Posttests; Learning Activities; Certification; Research Methodology; Online Courses; Video Technology + Suchen Sie Ihr Suchwort? Longitudinal study; Longitudinal method; Longitudinal methods; Längsschnittuntersuchung; Public relation work; Öffentlichkeitsarbeit; Teaching method; Lehrmethode; Unterrichtsmethode; Schülerverhalten; Auswertung; Lernleistung; Schulerfolg; Lernaktivität; Abschlusszeugnis; Zertifizierung; Research method; Forschungsmethode; Online course; Online-Kurs
Abstract	This longitudinal pedagogical research investigates students' perceptions and learning outcomes by integrating web and social analytics--based learning activities (i.e., Google Analytics courses and certification test) into Public Relations Research course design. Results from the pretest before introducing the analytics learning assignment confirmed that students' knowledge on web and social analytics is low but their desire to learn is high. Results from the posttest after passing the certification test indicated students are eager to have more experience-based learning activities to apply knowledge related to web and social analytics in public relations research and practice. More pedagogical recommendations are discussed. (As Provided).
Anmerkungen	SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01