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Dec 30, 2025
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MGMT 53900 - Analytics For Social Media Marketing
Credit Hours: 2.00 or 3.00. The objective of this course is to equip students with tools and develop marketing skills required to address current marketing problems. The approach is to learn R software for conducting basic scraping on social media sites to understand user behavior and sentiment. In addition, Python will be used for web-scraping data from various websites and websites with dynamic content. The goal is to become familiar with such qualitative techniques as: word clouds, cluster dendrograms, sentiment analysis, and other methods. Occasional homework assignments or check points will be given to gain deeper understanding of the materials covered in class.
Learning Outcomes
1. Learn how to collect and analyze consumer behavior and sentiment from social media platforms.
2. Gain experience in understanding online consumer search terms and related consumer trends.
3. Learn to become a marketing manager who would monitor competitors’ products and pricing actions on the online space.
4. Be exposed to the challenges of recent online platforms where websites use dynamic content to increase user interactivities.
Credits: 2.00 or 3.00
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