Brand Data Collection and Visualization | Marketing Communications

Top Three Course Takeaways

Understand how to design better graphs through principles of visualization and decluttering.
Demonstrate how to visually communicate both financial and non-financial metrics key to brands.
Creating and telling your own data story (final class project).

Course Topics

Introduction to Data Collection and Visualization
Principles of Decluttering and Effective Visual Formats
Visualizing Survey and Qualitative Data
Essential Non-financial Metrics for Brands
Essential Financial Metrics for Brands
Internet Marketing Metrics for Brands
Putting it All Together: The Presentation

WORKLOAD: (8-10 hours per week)

This course examines the benefits of mining your own brand data for insights that could influence marketing communications decisions with an emphasis on how that data can be presented visually to key stakeholders. Students will examine the relevant merits of internal versus external data collection and the proper times, sources and processes to engage in either.

Course Learning Outcomes:

Discuss how visualization and imagery impact comprehension.
Explain why numbers alone are not as memorable or compelling as visual imagery and storytelling.
Analyze and compare data visualization platforms.
Create clean visuals through understanding of perception and decluttering.
Develop metrics and analysis stories that use visualization and graphics.

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Brand Data Collection and Visualization Instructors

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Grace Gao Extensive experience in the areas of assessment, research design, applied statistics and standard setting		husenteney@mix.wvu.edu		Read More: Gao