Social Media Analytics Syllabus



Social Media Analytics2 CreditsBU.450.765.XX[NOTE: Each section must have a separate syllabus.][Day & Time][Start & End Dates][Semester / ex: Fall 2019][Location / ex: Harbor East]Instructor[Full Name]Contact Information[Email Address][Phone Number, ###- ###-#### (Optional)]Office Hours[Specify the day and time of the 2 hours that will be dedicated to office hours each week. For evening classes, faculty may wish to hold their office hours by phone or email. While faculty are permitted to state “and by appointment,” office hours should not be held exclusively by appointment.]Required Texts & Learning MaterialsTextbook: Szabo, G., G. Polatkan, O. Boykin & A. Chalkiopoulus (2019), Social Media Data Mining and Analytics, Wiley, ISBN 978-1-118-82485-6HBS Cases:[C1] Gupta, S., K. Armstrong, & Z. Clayton (2011), Social Media, HBS 9-510-095[C2] Deighton, J. & L. Kornfeld (2011), United Breaks Guitar, HBS 9-510-057[C3] Dinsmore, J. (2018) Squatty Potty: Assessing Digital Marketing Campaign Data W18005Articles:[A1] Lee, I. (2017) Social Media Analytics for Enterprises: Typology, Methods and Processes, Business Horizons, 61(2), 199-210, retrieved from [A2] Social Media Trends Report (2019), Hootsuite, retrieved from [A3] Social Media Metrics, the Beginner’s Guide, Hootsuite, retrieved from [A4] Libert, K. (2016), Your Network Structure Matters More than its Size, Harvard Business Review, retrieved from [A5] Bakshy, E., J.M. Hofman, W.A. Mason & D.J. Watts (2011) Everyone’s an Influencer: Quantifying Influence on Twitter, WSDM’ 11, Hong Kong, China, retrieved from 's_an_Influencer_Quantifying_Influence_on_Twitter[A6] Kumar, V. & R. Mirchandani (2012) Increasing the ROI of Social Media Marketing, Sloan Management Review, 54(1), 55-61, retrieved from : We will use the R Statistical Software, which is powerful and free. R can be downloaded at . Rstudio is a free platform for both writing and running R. It is available at . We will use Rstudio in class.The learning curve of R is steep. Students may need a few weeks to become proficient. Manuals are very helpful to learn R, e.g., . Please note that this is not a class on R. Like any language, R is only learned by doing. You should install R and Rstudio as soon as possible and familiarize yourself with basic operations. There are great online tutorials on some R websites, YouTube, and . Course DescriptionThe rapid growth of social media has given the mass consumers a powerful tool to create knowledge and propagate opinions. At the same time, social media has created an unprecedented opportunity for companies to engage real-time interactions with consumers. In addition, the size and richness of social media data has provided companies an unusually deep reservoir of consumer insights to transform the business and marketing operations.The social media analytics course will enable students to grasp the analytics tools to leverage social media data. The course will introduce tools such as engagement analytics, sentiment analysis, topic modeling, social network analysis, identification of influencers and evaluation of social media strategy. It will involve lots of hands-on exercises.Prerequisite(s)BU.410.620 Marketing ManagementBU.510.601 Statistical Analysis or BU.914.610 Business StatisticsLearning ObjectivesBy the end of this course, students will be able to: Understand and apply key concepts in social media metrics.Understand and apply social media analytics tools.Collect social media data.Monitor consumers and competitors and glean deeper consumer insights based on advanced social media data modeling.Develop social media strategy and measure social media campaign effectiveness.Make better business decisions by leveraging social media data.To view the complete list of the Carey Business School’s general learning goals and objectives, visit the Carey website.AttendanceRegular attendance and active participation are required for students to successfully complete the course. Failure to attend class will result in an inability to achieve the objectives of the course. Class participation is an important part of learning. If you have a question, it’s likely that others do as well. I encourage active participation.Assignments AssignmentLearning ObjectivesWeightHomework Assignments1, 2, 3, 4, 5, 630%Group Project1, 2, 3, 4, 5, 630%Final Exam1, 2, 4, 5, 640%Total100%Homework Assignments: Weekly homework assignments are due before the start of the class. All homework assignments should be submitted through the Blackboard links. The homework assignments can be done individually or in a study group of 2-3 people. Each study group only submits one copy of the assignment. Please include all names in your study group in the submission. Group Projects: 4-5 students form a group and work on the projects as a team. Students can identify a company or a scenario, collect data, and apply techniques learned in class to study the data patterns or to predict future outcomes. Students are required to write a team project report. Details will be available shortly.Final Exam: The final exam is an in-class, closed-book individual written exam.NOTE: Late submissions—including assignments, projects, and exams—will not be accepted.Study Groups (not required, but highly recommended)Many students learn better and faster when working in a group, so I encourage collaborative learning. You can work together in a study group to discuss class materials, homework assignments on a weekly basis. The study groups can be different from your project groups.GradingThe grade of A is reserved for those who demonstrate extraordinarily excellent performance as determined by the instructor. The grade of A- is awarded only for excellent performance. The grades of B+ and B are awarded for good performance. The grades of B-, C+, C, and C- are awarded for adequate but substandard performance.?The grades of D+, D, and D- are not awarded at the graduate level (undergraduate only). The grade of F indicates the student’s failure to satisfactorily complete the course work.Please note that for Core and Foundation courses, a maximum of 25% of students may be awarded an A or A-; the grade point average of the class should not exceed 3.3. For Elective courses, a maximum of 35% of students may be awarded an A or A-; the grade point average of the class should not exceed 3.4. (For classes with 15 students or fewer, the class GPA cap is waived.)Tentative Course CalendarInstructors reserve the right to alter course content and/or adjust the pace to accommodate class progress. Students are responsible for keeping up with all adjustments to the course calendar.WeekWeekly Objectives/TopicsReadingAssignment1Introduction to Social Media AnalyticsC1A1A22Monitoring Customer Engagement in Social MediaC2A3HW 1 due3Identifying Opinions through Sentiment Analysis and Topic ModelingChapter 4HW 2 due4Introduction to Social Network Analysis and MetricsChapter 2A4HW 3 due5Identifying Influencers in Social NetworkA5A6HW 4 due6Leveraging Social MediaChapter 6C3HW 5 due7Project PresentationProject Slides due8Final Exam Project paper dueCarey Business School Policies and General InformationBlackboard SiteA Blackboard course site is set up for this course. Each student is expected to check the site throughout the semester as Blackboard will be the primary venue for outside classroom communications between the instructors and the students. Students can access the course site at . Support for Blackboard is available at 1-866-669-6138.Disability ServicesStudents with disabilities who require accommodations for this course should be registered with Disability Support Services and provide a copy of their accommodation letter as soon as possible. If you have not yet registered with Disability Support Services, please contact them to discuss your needs and begin the registration process (carey.disability@jhu.edu or 410-234-9243). For more information, please visit the Disability Support Services webpage.Academic Ethics PolicyCarey expects graduates to be innovative business leaders and exemplary global citizens. The Carey community believes that honesty, integrity, and community responsibility are qualities inherent in an exemplary citizen. The objective of the Academic Ethics Policy (AEP) is to create an environment of trust and respect among all members of the Carey academic community and hold Carey students accountable to the highest standards of academic integrity and excellence.It is the responsibility of every Carey student, faculty member, and staff member to familiarize themselves with the AEP and its procedures. Failure to become acquainted with this information will not excuse any student, faculty, or staff from the responsibility to abide by the AEP. Please contact the Student Services office if you have any questions. For the full policy, please visit the Academic Ethics Policy webpage.Student Conduct CodeThe fundamental purpose of the Johns Hopkins University’s regulation of student conduct is to promote and to protect the health, safety, welfare, property, and rights of all members of the University community as well as to promote the orderly operation of the University and to safeguard its property and facilities. As members of the University community, students accept certain responsibilities which support the educational mission and create an environment in which all students are afforded the same opportunity to succeed academically. Please contact the Student Services office if you have any questions. For the full policy, please visit the Student Conduct Code webpage.Student Success CenterThe Student Success Center offers free online and in-person one-on-one and group coaching in writing, presenting, and quantitative courses. For more information on these services and others, or to book an appointment, please visit the Student Success Center website.Other Important Policies and ServicesStudents are encouraged to consult the Student Handbook and Academic Catalog and Student Services and Resources for information regarding other policies and services.Copyright StatementUnless explicitly allowed by the instructor, course materials, class discussions, and examinations are created for and expected to be used by class participants only.?The recording and rebroadcasting of such material, by any means, is forbidden. Violations are subject to sanctions under the Academic Ethics Policy. ................
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