Postgraduate Diploma (120 credits)
You still study the same modules as the Postgraduate Certificate plus:
- Social Media, Analytics and Digital Research (30 credits)
Understand social media theories/applications and digital research. Consider the evolution and range of social media platforms including convergence and hybrid media. Learn key concepts and models in social media strategy such as consumer engagement, customer experience, word of mouth (e-WOM) and pervasiveness, use of augmented reality and VR in social media. Review the wide range of metrics used and their relative strengths, weaknesses and validity. Examine the use of analytics within and across different platforms. Undertake a social media audit and videography project to ensure that theory and practice are linked in an action learning approach. Consider international issues such as accessibility due to infrastructure, political or economic issues, legal and cultural issues.
- Machine Learning and Data Analytics (30 credits)
Cover key background for understanding three interrelated subjects, i.e. machine learning, data mining, and data analytics including relevant professional, ethical, social and legal aspects. Focus on topics such as information and knowledge management, problems with data, approaches to selection of data analytics tools, principles of modelling and simulation, and operations research. Be introduced to the trends, tools, and current developments in the area of machine learning, data mining and data analytics and their practical applications. Explore relevant applications e.g. business, banking, text, health, web, cybersecurity.