Social Media Analytics (2235.YR.015133.1)

General information

Type:	OPT	Curs:	1	Period:	S semester
ECTS Credits:	3 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 1	Verena Schoenmueller	Marketing	ENG

No previous knowledge on social media platforms or coding is required to successfully follow the class. However, prior experience in Python can facilitate the coding exercises.

The workload of this course is distributed among:
- Lectures and discussions in class
- Exercises (in and outside class)
- Readings
- Project

At the end of the course, students will be able to understand "how? social media platforms can be used by companies to achieve marketing goals, "what" we can learn from social media data, by focusing on "what? information we can access on social media platforms and "how" to perform the analyses and interpret the output to give recommendations and take decisions.

1. Analyze social media performance of companies, NGOs, or other entities active on social media platforms

2. Describe and analyze social media data from consumers

3. Analyze content (textual data) provided by consumers on social media platforms, by applying text analyses models to social media data and interpret the results

4. Visualize and interpret results from social media data

5. Identify and combine relevant information and measures from social media data (such as measure on volume, sentiment, emotions, topics) to generate recommendations and make data-driven decisions regarding brands, products, and consumers

6. Report insights generated from social media data

Group	Teacher	Department
Year 1	Verena Schoenmueller	Marketing