Amid vast expansion of digital media landscape along with increasing digital footprints across varied digital media platforms, mammoth data and information has been generated each second and analysing the qualitative and quantitative information is an aspect of Digital Media Analytics. Digital analytics is the process of collecting and analyzing product data from multiple digital sources to inform product and marketing strategies. Dire need arises to understand the analysis of qualitative and quantitative information flowing from different sources. In this context, a Short Term Course on Digital Media Analytics was organized by LPU-Human Resource Development Center and School of Journalism, Film and Crative Arts, w.e.f. Jan 9- 13, 2023. The program got an overwhelming response of participants from academia and Industry. Maestros of Academia and Industry deliberated on varied aspects of Digital Media Analytics.

The context was set by Program convener Dr. Sunaina Ahuja, Professor  & Dean and Head, HRDC. She assured that participants would be enriched with knowledge. “The Short Term Course is unique in terms of Curriculum, Pedagogy and Assessment methods which are gamified in approach” she expressed. The panel consisted of eminent subject matter experts namely Prof (retd) Jaishree Jethwani, IIMC, New Delhi,Dr. Anubhuti Yadav, Professor,  IIMC, New Delhi, Mr.Qamar Waheed Naqvi, Former News Director, Aaj Tak & Founder,,Mr. Omkareshwar Pandey, CEO & Editor in Chief – Indian Observer Post, Founder – Commonwealth Thought Leaders Forum, Founder – Diaspora India Trust, Executive Director – ADRID, Ms.Sonia Bhaskar, NDTV, Journalist | FactChecking Trainer, Google News Initiative India Training Network | Chevening Fellow,Dr. Abhay Chawla, Visiting Professor IIMC, GGS Indraprastha University, New Delhi, Dr Geeta Kashyap, Assistant Professor, Christ University,Dr Tabeenah Anjum Qureshi, Journalist and Eminent visual storyteller,Prof. (Dr.) Rajesh Verma, Dean Mittal School of Business LPU, Prof. (Dr.) Mukesh Kumar, Dean School of Journalism, Film and Crative Arts  LPU, Dr. Akash Deep Muni, Associate Professor, Department of Journalism LPU, Dr. Rahul Sharma, Professor, Mittal School of Business LPU, Dr. Rajesh Dorbala, Assistant Professor, Mittal School of Business LPU and Dr. Jitendra Kumar, Assistant Professor, Department of Journalism LPU.

Each Subject Matter expert expressed views on different segments of Digital Media Analytics Mr Qamar Waheed Naqvi introduced the participants to Digital Media Trends, Issues and Challenges of SNS and Content for Digital and Social Media. Dr. Tabeenah Anjum Qureshi gave an overview on Data Visualization. Dr. Geeta Kashyap discussed basics of big data analytics, data journalism and data mining. Dr. Anubhuti Yadav deliberated on Fact Check – Tools and Techniques, Prof (Retd.) Jaishree Jethwani emphasized the Tools & Techniques of PR, Latest Trends and Challenges in AD & PR Industry. Prof. (Dr.) Rajesh Verma deliberated on Consumer Behaviour and Models, Dr. Rahul Sharma focused on Applications of Digital Marketing, Dr. Akash Deep Muni deliberated on Cyber laws and Ethics, Dr. Abhay Chawla elaborated on Media convergence, Mr Omkareshwar Pandey discussed on different ways of Digital Media Management, Dr. Jitendra Kumar demonstrated on Search Engine marketing & Search Engine Optimization (SEO) and Dr. Rajesh Dorbala, emphasized on Digital Marketing. The participants were kept engaged with poll questions.

In the valedictory address, the program convener Prof. (Dr.) Mukesh Kumar, Dean School of Journalism, Film and Crative Arts, Lovely Professional University emphasized that the Short Term Courses organized as outreach training programs are envisioned to upskill participants of Lovely Professional University and public at large and this course was successful in meeting the said objectives. He also acknowledged the valuable contribution of the intellectual capital and appreciated the organizing team for organizing a meaningful STC, successful in meeting participants’ expectations.

Prof. (Dr.) Mukesh Kumar also appreciated the contribution of the resource team. He applauded HRDC coordinating team members Prof. (Dr.) Savita Gupta, and Ms. Sushma and program Co-coordinator Dr. Akash Deep Muni, Associate Professor, Department of Journalism LPU , Lovely Professional University for organizing a meaningful Short Term Course, successful in meeting participants’ expectations.

The course intonated with the closing remarks of Course Coordinator Dr. Akash Deep Muni, he thanked the resource panel, course conveners and the participants and acknowledged the efforts of the Organizing Committee.

Feedback was solicited from the participants in response to which they appreciated the gesture shown by the LPU-HRDC in terms of choice of Subject Matter Experts and curriculum framed to make us clear about the Digital Media Analytics