{"id":7195,"date":"2023-06-08T10:47:45","date_gmt":"2023-06-08T07:47:45","guid":{"rendered":"https:\/\/www.uol.ac.cy\/?post_type=courses&#038;p=7195"},"modified":"2024-10-15T16:39:13","modified_gmt":"2024-10-15T13:39:13","slug":"bi130-web-social-media-analytics-2","status":"publish","type":"courses","link":"https:\/\/www.uol.ac.cy\/en\/courses\/bi130-web-social-media-analytics-2\/","title":{"rendered":"BI130 &#8211; Web &#038; Social Media Analytics"},"content":{"rendered":"","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"class_list":["post-7195","courses","type-courses","status-publish","hentry"],"acf":[],"spectra_custom_meta":{"_last_editor_used_jetpack":["classic-editor"],"_edit_lock":["1728999979:17"],"_edit_last":["17"],"c_course_main_title":["Master of Science in Green and Digital Management"],"_c_course_main_title":["field_6447c49f617d3"],"c_course_unit_title":["Web & Social Media Analytics"],"_c_course_unit_title":["field_6447c246335b9"],"course_unit_code":["BI130"],"_course_unit_code":["field_63f6047058b75"],"type_of_unit":["Elective "],"_type_of_unit":["field_63f6047758b76"],"level_of_course_unit":["Second cycle"],"_level_of_course_unit":["field_63f6047c58b77"],"year_of_study":["First"],"_year_of_study":["field_63f6048558b78"],"semester":["On demand "],"_semester":["field_63f6049158b79"],"number_of_ects_credits":["6"],"_number_of_ects_credits":["field_63f6049b58b7a"],"class_contact_hours":["28"],"_class_contact_hours":["field_63f604a358b7b"],"course_unit_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."],"_course_unit_objectives":["field_63f606bd0ec15"],"c_learning_outcomes":["The students completing the course should be able to:"],"_c_learning_outcomes":["field_63f607e69bd76"],"c_learning_outcomes_description":["<ul>\r\n \t<li>Develop a web (and social media) analytics strategy to support business goals and enhance existing operations.<\/li>\r\n \t<li>Understand the role of web and social media analytics in digital marketing strategy such as customer acquisition and traffic generation.<\/li>\r\n \t<li>Analyse Social Media and Web data using machine learning and statistical techniques in order to enhance the decision making process.<\/li>\r\n \t<li>Code scripts to collect data available in different websites.<\/li>\r\n \t<li>Demonstrate ability to apply a Digital Marketing Planning to increase the competitive advantage to a business.<\/li>\r\n<\/ul>"],"_c_learning_outcomes_description":["field_63f607f99bd77"],"c_mode_of_delivery":["Mode of Delivery"],"_c_mode_of_delivery":["field_6447c76184617"],"c_prerequisites":["None"],"_c_prerequisites":["field_6447c76c84618"],"c_course_content":["<ol>\r\n \t<li>Introduction to analytics; social media vs traditional business analytics<\/li>\r\n \t<li>Layers of Social Media Analytics; text, networks, actions, mobile, hyperlinks, location, search engines<\/li>\r\n \t<li>Media Analytics Cycle (identification, extraction, cleaning, analysing. Visualization and interpretation)<\/li>\r\n \t<li>Social Media Text Analytics via sentiment analysis and Natural Language Processing (NLP), Network Analytics and competitive advantage<\/li>\r\n \t<li>Search Engine Analytics; crawler-based, directories, meta-search engines, local and global search engines<\/li>\r\n \t<li>Collection of Data from the web and scripting using scripting languages or available APIs<\/li>\r\n \t<li>Digital Strategy Development: Identification of Key Performance Indicators, reports and tools to review and improve digital marketing effectiveness across enterprises of different size and demand<\/li>\r\n<\/ol>"],"_c_course_content":["field_63f608209bd78"],"c_truefalse":["0"],"_c_truefalse":["field_6447c80f84619"],"c_readings_0_c_readings_1st_row":["<strong>Required Reading<\/strong>\r\n\r\n<strong>Textbooks<\/strong>\r\n\r\n1. 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.\r\n\r\n2. Marshall Sponder. Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics. McGraw-Hill Publications, 2012.\r\n\r\n<strong>Recommended Reading<\/strong>\r\n\r\n<strong>Textbooks<\/strong>\r\n\r\n3. Morgan Brown and Sean Ellis. Hacking Growth: How Today\u2019s Fastest Growing Companies Drive Breakout Success. Random House, 2017.\r\n\r\n<strong>Research Articles<\/strong>\r\n\r\n4. Jorge Chediak. 4 Insights To Bring Your Brand\u2019s Web Analytics Into Focus. Brand Quarterly, Vol (25), 2017.\r\n\r\n5. Shanshan Lou. Applying Data Analytics to Social Media Advertising: A Twitter Advertising Campaign Case Study. Journal of Advertising Education, Spring 2017, Vol. 21\r\nIssue 1, p26-32, 2017.\r\n\r\n6. Siming Chen, Lijing Lin and Xiaoru Yuan. Social Media Visual Analytics. Computer Graphics Forum. Jun 2017, Vol. 36 Issue 3, p563-587,2017."],"_c_readings_0_c_readings_1st_row":["field_6447d03051789"],"c_readings_0_c_readings_2st_row":["<strong>Planned learning activities and teaching methods<\/strong>\r\nlectures, group work, lab work, role playing, project- based learning, homework\r\n\r\n<strong>Assessment methods and criteria<\/strong>\r\n10% Class participation:\r\n30% Group Project &amp; In-Class Presentation:\r\n60% In-class examination:\r\n\r\n<strong>Language of Instruction<\/strong>\r\nEnglish\r\n\r\n<strong>Work Placement(s)<\/strong>\r\nNot applicable"],"_c_readings_0_c_readings_2st_row":["field_6447d0425178a"],"c_readings":["1"],"_c_readings":["field_6447d00351788"],"_seopress_redirections_type":["301"],"_seopress_redirections_logged_status":["both"],"site-sidebar-layout":["default"],"site-content-layout":["default"],"theme-transparent-header-meta":["default"],"_seopress_analysis_target_kw":[""],"_eael_post_view_count":["1747"],"_trp_automatically_translated_slug_el":["bi130-web-social-media-analytics-2"],"classic-editor-remember":["classic-editor"],"_wp_page_template":["default"],"English_Course":["a:1:{i:0;s:7:\"English\";}"],"_English_Course":["field_664a7ab2b54a8"],"greek_course":[""],"_greek_course":["field_664afc80bfc9b"],"yesno":["1"],"_yesno":["field_6648f406b6def"],"core_en_and_gr":["Core Course"],"_core_en_and_gr":["field_664c54e2559a3"],"Teacher\u2019s_name":["#"],"_Teacher\u2019s_name":["field_6647979a4a918"],"Course_Unit_Objectives_new":["#"],"_Course_Unit_Objectives_new":["field_664c5c2365623"],"Learning_Outcomes_select":["Learning Outcomes"],"_Learning_Outcomes_select":["field_63f607e69bd76"],"Select_mode_of_delivery_language":["Face to Face"],"_Select_mode_of_delivery_language":["field_66546dc27e3f7"],"select_from_Prerequisites_language":["Prerequisites"],"_select_from_Prerequisites_language":["field_6447c76c84618"],"Prerequisites":["None"],"_Prerequisites":["field_664a8078df416"],"Course_Content":["Course Content"],"_Course_Content":["field_664892bc7a322"],"add_course_content":[""],"_add_course_content":["field_664a842c9b2b8"],"Features":["Course Features"],"_Features":["field_664a88b548af2"],"add_course_feautres":[""],"_add_course_feautres":["field_664a89441aacf"],"read_choice_lang":["Readings"],"_read_choice_lang":["field_664a8c0bc9898"],"feature_image_program":[""],"_feature_image_program":["field_668bbb4805cdb"],"return_to_the_program":["<a href=\"https:\/\/www.uol.ac.cy\/en\/program\/msc-gdm-program\/\">Return to the program<\/a>"],"_return_to_the_program":["field_668ff14d984ef"],"ast-site-content-layout":["default"],"site-content-style":["default"],"site-sidebar-style":["default"],"astra-migrate-meta-layouts":["set"],"stick-header-meta":["default"],"_uag_css_file_name":["uag-css-7195.css"],"_uag_page_assets":["a:9:{s:3:\"css\";s:263:\".uag-blocks-common-selector{z-index:var(--z-index-desktop) !important}@media (max-width: 976px){.uag-blocks-common-selector{z-index:var(--z-index-tablet) !important}}@media (max-width: 767px){.uag-blocks-common-selector{z-index:var(--z-index-mobile) !important}}\n\";s:2:\"js\";s:0:\"\";s:18:\"current_block_list\";a:1:{i:0;s:11:\"core\/search\";}s:8:\"uag_flag\";b:0;s:11:\"uag_version\";s:10:\"1775254277\";s:6:\"gfonts\";a:0:{}s:10:\"gfonts_url\";s:0:\"\";s:12:\"gfonts_files\";a:0:{}s:14:\"uag_faq_layout\";b:0;}"]},"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"trp-custom-language-flag":false},"uagb_author_info":{"display_name":"p.efstathiou@uol.ac.cy","author_link":"https:\/\/www.uol.ac.cy\/en\/author\/"},"uagb_comment_info":0,"uagb_excerpt":null,"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.uol.ac.cy\/en\/wp-json\/wp\/v2\/courses\/7195","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.uol.ac.cy\/en\/wp-json\/wp\/v2\/courses"}],"about":[{"href":"https:\/\/www.uol.ac.cy\/en\/wp-json\/wp\/v2\/types\/courses"}],"version-history":[{"count":0,"href":"https:\/\/www.uol.ac.cy\/en\/wp-json\/wp\/v2\/courses\/7195\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.uol.ac.cy\/en\/wp-json\/wp\/v2\/media?parent=7195"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}