Available in 2021
Course code



10 units


2000 level

Course handbook


This course explores how to research as a media professional. Students will learn advanced principles and concepts in communication research and methods, big data analysis, social media analytics and apply research techniques such as qualitative and quantitative, primary and secondary sources, ethics, reliability and validity to address contemporary industry research issues and problems. Students will undertake field work and market research, operating within ethical and legal frameworks, to develop market research reports appropriate for the media and communication industries.

Availability2021 Course Timetables

Newcastle City Precinct

  • Semester 2 - 2021

Learning outcomes

On successful completion of the course students will be able to:

1. Apply research concepts and methods;

2. Assess the strengths and weaknesses in different research approaches for different media and communication industries;

3. Implement big data and social media analytics in media reports;

4. Propose, conduct and report a research project in teams


Topics will include:

  • Concepts and assumptions in media practice research
  • Researching as media professionals
  • Defining problems and planning research
  • Ethical and legal issues in data collection and analysis
  • Undertaking market research
  • Advanced qualitative and quantitative methods
  • Big data and social media analytics
  • Undertaking field work
  • Strategies for analysing data
  • Writing research reports

Assumed knowledge

60 units at 1000 level including CMNS1234 Media and Communication Concepts

Assessment items

Proposal / Plan: Project Planning and Analysis - 30%

Professional Task: Data Analysis - 20%

Project: Analysis Project - 30%

Case Study / Problem Based Learning: Case Study Report - 20%

Contact hours

Newcastle City Precinct


Online 1 hour(s) per Week for 10 Weeks starting in week 1


Face to Face On Campus 2 hour(s) per Week for Full Term starting in week 1

The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.