Kursusnavn (dansk): | T17 Social Media Analytics |
Kursusnavn (engelsk): | T17 Social Media Analytics |
Semester: | Efterår 2011 |
Udbydes under: | cand.it., e-business (ebuss) |
Omfang i ECTS: | 7,50 |
Kursussprog: | Engelsk |
Kursushjemmeside: | https://learnit.itu.dk |
Min. antal deltagere: | 25 |
Forventet antal deltagere: | 25 |
Maks. antal deltagere: | 80 |
Formelle forudsætninger: | There are no formal prerequisites for being admitted to the course. |
Læringsmål: | After the course the student should be able to:
1. Characterize the social media phenomena
2. Explain the different paradigms in and emerging trends of online marketing and their potential impact on private and public organizations
3. Discuss the notion of criteria of effectiveness in online marketing
4. Define social media metrics across a range of dimensions.
5. Develop social media analytics metrics for a real-world case and generate implications for social media management |
Fagligt indhold: | 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
o Descriptions and Definitions
o Social Media Marketing: Theory and Practice
• Online Marketing
o Search Engine Marketing
o Social Media Marketing (including Viral Marketing)
o Mobile Marketing
• Web Analytics
o Click-Through Rates, Hit Rate, Bounce Rate, Unique Visitors etc.
o Cost Per Mille, Cost Per Click, and Cost Per Action
o Tools (e.g., Google Analytics)
• Social Media Analytics
o Criteria of Effectiveness
o Metrics
o Techniques (e.g., Social Network Analysis, Semantic Analysis, Online Sentiment Analysis)
o Tools (e.g., SAS Social Media Analytics, Radian6, Trendrr, Spark)
• Social Media Management
o Social Graph and the Brand
o Emerging Organizational Roles (e.g., Social Media Manager, Chief Listening Officer)
o Case Studies |
Læringsaktiviteter: | 12 forelæsninger og 12 øvelsesgange Lectures will be screen-recorded and made available on a course portal (for example, see http://www.itu.dk/people/rkva/2011-Spring-EB22/).
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. |
Eksamensform og -beskrivelse: | X. experimental examination form (7-scale; external exam), 7-trins-skala, Ekstern censur B4: Oral examination with written work but without time for preparation at the exam
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Litteratur udover forskningsartikler: | Sponder, M. (2011). Social Media Analytics: Effective Tools for Building, Intrepreting, and Using Metrics. McGraw-Hill Professional. |
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