2012/2013  KAN-CMIT_SU02  Social Media Analytics

English Title

Social Media Analytics

Course information
Language	English
Exam ECTS	7.5 ECTS
Type	Elective
Level	Full Degree Master
Duration	Summer
Course period	Summer NOTE: The course schedule is at the moment ONLY available at www.cbs.dk/summer
Time Table	Please see course schedule at e-Campus
Study board	Study Board for BSc/MSc in Business Administration and Information Systems, MSc
Course coordinator
Faculty - Ravi Vatrapu, CBS Patricia Plackett - Department of Operations Management
Main Category of the Course
Information Systems
Last updated on 12-06-2012

Learning objectives

After the course the student should be able to Characterize the social media phenomena Explain the different paradigms in and emerging trends of online marketing and their potential impact on private and public organizations Discuss the notion of criteria of effectiveness in online marketing Define social media metrics across a range of dimensions Develop social media analytics metrics for a real-world case and generate implications for social media management

Prerequisite

Prior courses in web analytics and/or business intelligence are desired but not required

Examination

Social Media Analytics

Project/Home Assignment (written individually), 15 A4 pages: Type of test Home Assignment Marking scale 7-step scale Second examiner No second examiner Exam period Summer Term Aids Please, see the detailed regulations below Duration Please, see the detailed regulations below Project/Home Assignment (written individually), 15 A4 pages

Course content

Course content, structure, and teaching: 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 Media - Descriptions and Definitions - Social Media Marketing: Theory and Practice   • Online Marketing - Search Engine Marketing - Social Media Marketing (including Viral Marketing) - Mobile Marketing     • Web Analytics - Click-Through Rates, Hit Rate, Bounce Rate, Unique Visitors etc. - Cost Per Mille, Cost Per Click, and Cost Per Action - Tools (e.g., Google Analytics)   • Social Media Analytics - Criteria of Effectiveness - Metrics - Techniques (e.g., Social Network Analysis, Semantic Analysis, Online Sentiment Analysis) - Tools (e.g., SAS Social Media Analytics, Radian6, Trendrr, Spark)   • Social Media Management - Social Graph and the Brand - Emerging Organizational Roles (e.g., Social Media Manager, Chief Listening Officer) - Case Studies Special topics will cover:   1. Visual Analytics for Social Media Marketing, Monitoring, Measurement and Management 2. Computational Linguistics for Social Media Analytics 3. Social Media Management 4. Social Graph Optimization     The course’s development of personal competences: Knowledge: social media metrics, key performance indicators Skills:social media analytics tools and techniques Abilities: social media analysis and presentation

Teaching methods

Lectures, seminars, exercises, case study discussions, and project work. Lectures will be screen-recorded and made available on a course portal (for example, see http://www.itu.dk/people/rkva/2011-Fall-T17). Exercises will be conducted in individual and small-group formats and will include hands-on learning with tools and techniques for social media analytics, case studies, and demos.

Expected literature

Authors Title Publisher Pages Lovett, John Social Media Metrics Secrets John Wiley & sons 300 Vatrapu, R., et al (in  press/2011) Social Media Analytics: Reports, Case Studies and Best Practices CBS Library 600 Total:     900