|
Type: |
OPT | Curs: |
1 | Period: |
S semester |
ECTS Credits: |
3 ECTS |
Group | Teacher | Department | Language |
---|---|---|---|
Year 1 | Verena Schoenmueller | Marketing | ENG |
1. Social media platforms and social media data- Overview of social media platforms and data they provide to marketing managers to acquire insights for their brands, products and consumers- An introduction into how social media platforms changed the way how consumers interact with companies and other consumers such as increasing consumer power and lower information asymmetry - A discussion regarding the paradigm shift from traditional consumer data to social media data available to companies - What data do social media platforms offer and how can we use this data? What are the key metrics of social media data? 1) Volume 2) Sentiment 3) Content 4) Networks 5) Images - What can we learn about products/brand from this data? - What can we learn about consumers from this data? |
2. How to access and analyze social media data- Commercial solutions (e.g., Brandwatch)- Access and analyze social media data 1) Datasources such as Yelp, Twitter, Facebook, Amazon 2) Access data 3) Overview of how to visualize and analyze social media data |
3. Introduction to Python- Load data- Basic operations - Descriptive statistics |
4. Access Twitter data, visualization and basic analyses- Access data from Twitter- Descriptive Statistics - Visualize data - Analyze data |
5. Practice visualization and analysis using consumer online reviews- Introduction to consumer online reviews- Overview of major platforms - Findings in academic research - Visualization and analysis using consumer online reviews |
6. Reflections on privacy and ethical concerns in social media data- Data privacy- Algorithmic biases - Echo chambers |
Group | Teacher | Department |
---|---|---|
Year 1 | Verena Schoenmueller | Marketing |