Brief Course Description
1. Course Title:
Social Media Analytics in Marketing
2. Language of Instruction:
English
3. Course Code:
SMAM1501
4. Credits:
4
5. Course Objectives:
The social media analytics course will enable students to grasp the analytics tools to leverage social media data
6. Brief Description of Course Content:
The rapid growth of social media has given mass consumers a powerful tool to create knowledge and propagate opinions. At the same time, social media has created an unprecedented opportunity for companies to engage in real-time interactions with consumers. In addition, the size and richness of social media data has provided companies with an unusually deep reservoir of consumer insights to transform the business and marketing operations.
The social media analytics course will enable students to grasp the analytics tools to leverage social media data. The course will introduce tools such as engagement analytics, sentiment analysis, topic modeling, social network analysis, identification of influencers and evaluation of social media strategy. It will involve lots of hands-on exercises.