2013/2014
BA-SMA Social Media Analytics
English Title |
Social Media
Analytics |
|
Language |
English |
Exam ECTS |
7.5 ECTS |
Type |
Elective |
Level |
Bachelor |
Duration |
One Semester |
Course period |
Autumn |
Time Table |
Please see course schedule at e-Campus |
Study board |
Study Board for BSc/MSc in Business Administration and
Information Systems, BSc
|
Course
coordinator |
- Lectures, Exercises, Demos, and Project Report Grading
Abid Hussain - Department of IT Mangement (ITM)
- Course Coordinator
Ravi Vatrapu - Department of IT Mangement
(ITM)
|
Administrative
contact person is Jeanette Hansen at ITM
(jha.itm@cbs.dk). |
Main academic
disciplines |
- Information Systems
- Communication
- Marketing
- Methodology
|
Last updated on
14-11-2013
|
Learning objectives |
After the course the student should
be able to:
- Characterize the field of social media analytics
- Explain the different conceptual and methodological approaches
to analyzing social data
- Analyze and apply methods and tools for Social Graph Analytics
for a given organization
- Analyze and apply methods and tools for Social Text Analytics
for a given organization
- Define and develop social media metrics and key-performance
indicators across a range of dimensions for a selected
organization
|
Course prerequisites |
Prior knowledge of business
intelligence/business analytics is desired but not
required |
Examination |
Project
Exam:
|
Examination form |
Home assignment - written product |
Individual or group exam |
Individual |
Size of written product |
Max. 15 pages |
Assignment type |
Project |
Duration |
Written product to be submitted on specified date
and time. |
Grading scale |
7-step scale |
Examiner(s) |
One internal examiner |
Exam period |
December/January |
Make-up exam/re-exam |
Same examination form as the ordinary exam
|
Description of the exam
procedure
The project report should be in
accordance with the CBS policies and guidelines for formatting,
page length and number of characters available on the CBS LEARN
Project Post.
Structure
Project reports MUST follow the ITMRD structure as detailed below.
I: Introduction:
Introduce the topic, motivations for studying the topic, how it is
relevant to Internet Marketing, why it is important, what is the
main problem/question.
T: Theoretical Framework:
Make the connections to relevant theory and provide conceptual
grounds for your paper. Draw from theories from the course
literature and from your other courses. Please cite the relevant
articles and reports from the course literature, from your previous
courses that and from your own search
M: Methodology:
How you decided to study the above topic and answer the questions
posed above. Basically, why and how you did what you did to address
the questions and/or answer the problems in Introduction.
R: Results:
Present the data that you collected, how the data was analysed, and
the main findings. In case of theoretical work or literature
reviews, you report the results of your theorizing and the findings
of your literature survey.
D: Discussion:
Discuss your results in this section. This section should answer
the “so what” questions. Relate the results back to the topic,
questions and problems mentioned in the Introduction. Also discuss
if the methods used limited and/or biased the results you obtained.
Basically, interpret your results. Say why what you did and how you
did it and what you ultimately found “matters”. Draw the big
picture, generate implications for theory and practice if there are
any.
Finally conclude.
Section Weights
Introduction: 10
Theoretical Framework: 20
Methodology: 20
Results: 20
Discussion: 30
Total: 100
Grading Criteria
Marks (Grade)
=>90 (12)
80-89(10)
70-79 (7)
60-69 (4)
50-59 (2)
40-49 (0)
<=39 (-3)
|
|
Course content and
structure |
The subject of the course is social
media analytics, with special attention to social networking and
micro-blogging sites that are expected to influence online
marketing practices over the next few years.
The content of the course is structured in a number of themes, for
example:
• Social Computing and Social Media
o Criteria of Effectiveness
o Social Data:
o Social Graph Analytics
o Social Text Analytics
o Metrics & KPIs
o Techniques (e.g., Social Network Analysis, Semantic Analysis,
Online Sentiment Analysis)
o Tools (e.g., SODATO, Pagelever, Social Bakers, facebok Insights,
Crowdbooster)
o Social Graph and the Brand
o Emerging Organizational Role of Social Media Analysts
o Case Studies |
Teaching methods |
Lectures, Exercises, and
Demos |
Expected literature |
Textbook:
Lovett, J. (2011). Social Media Metrics Secrets: Wiley.
Articles
Vatrapu, R. (in press/2013). Understanding Social Business. In K.B.
Akhilesh (Ed.), Emerging Dimensions of Technology Management.
Springer. |
Last updated on
14-11-2013