BI130 – Web & Social Media Analytics
Master of Science in Green and Digital Management
Core Course
BI130 – Web & Social Media Analytics
Course Unit Code: BI130
Type Of Unit: Elective
Level of Course Unit: Second cycle
Year of Study: First
Semester: On demand
Number of ECTS Credits: 6
Class Contact Hours: 28
Mode of Delivery
Face to Face
Prerequisites
None
Course Objectives
The basic aim of this course is to educate students how to utilize available data sources, especially from web and social media in order to improve the business operations and decision making process within an enterprise. Upon completion of this course, students will be both able to collect and analyze the data available on web and social media in order to improve current marketing campaigns and customer segmentation techniques in a digital marketing strategy. A great emphasis will be given on managing the web-profile of a company and how to use social media in order to improve current decision making processes, as well as for competitive advantage.
Learning Outcomes
- Develop a web (and social media) analytics strategy to support business goals and enhance existing operations.
- Understand the role of web and social media analytics in digital marketing strategy such as customer acquisition and traffic generation.
- Analyse Social Media and Web data using machine learning and statistical techniques in order to enhance the decision making process.
- Code scripts to collect data available in different websites.
- Demonstrate ability to apply a Digital Marketing Planning to increase the competitive advantage to a business.
Course Content
Course Features
Readings
Required Reading
Textbooks
1. Gohar F. Khan. Seven Layers of Social Media Analytics: Mining Business Insights from Social Media Text, Actions, Networks, Hyperlinks, Apps, Search Engine and Location Data. ISBN: 1507823207, 2015.
2. Marshall Sponder. Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics. McGraw-Hill Publications, 2012.
Recommended Reading
Textbooks
3. Morgan Brown and Sean Ellis. Hacking Growth: How Today’s Fastest Growing Companies Drive Breakout Success. Random House, 2017.
Research Articles
4. Jorge Chediak. 4 Insights To Bring Your Brand’s Web Analytics Into Focus. Brand Quarterly, Vol (25), 2017.
5. Shanshan Lou. Applying Data Analytics to Social Media Advertising: A Twitter Advertising Campaign Case Study. Journal of Advertising Education, Spring 2017, Vol. 21
Issue 1, p26-32, 2017.
6. Siming Chen, Lijing Lin and Xiaoru Yuan. Social Media Visual Analytics. Computer Graphics Forum. Jun 2017, Vol. 36 Issue 3, p563-587,2017.
Planned learning activities and teaching methods
lectures, group work, lab work, role playing, project- based learning, homework
Assessment methods and criteria
10% Class participation:
30% Group Project & In-Class Presentation:
60% In-class examination:
Language of Instruction
English
Work Placement(s)
Not applicable
English (UK) 
Ελληνικά