DIGIB201-23B (HAM)

Creating Value with Social Media Analytics

15 Points

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The University of Waikato
Academic Divisions
Division of Management
School of Management and Marketing

Staff

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Convenor(s)

Gohar Khan

Gohar Khan
4233
MSB.2.28
See Moodle
gohar.khan@waikato.ac.nz

Lecturer(s)

Administrator(s)

: tarryn.nel@waikato.ac.nz

Placement/WIL Coordinator(s)

Tutor(s)

Student Representative(s)

Lab Technician(s)

Librarian(s)

: em.pooley@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5, 9 or 3 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
    • For extensions starting with 3: dial +64 7 2620 + the last 3 digits of the extension e.g. 3123 = +64 7 262 0123.
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What this paper is about

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Social media and big data analytics are creating incredible new business opportunities, while potentially crippling unprepared companies and industries, and leaving behind workers who are unwilling or unable to leverage it. This comprehensive paper explores conceptual, managerial, and technical issues surrounding the use of social media data to enhance business decision making. Although the course is data-intensive, yet it is non-technical and suits business managers, experts, and management students. This paper uses lectures, lab-based activities, and investigations of real organisations to examine conceptual, managerial, and technical issues surrounding social media analytics in organizations. Assignments will include the application of tools and technologies to given tasks, analysis, and writing of results on small projects and a larger final project that integrates the types of insights and analysis learned in class to study a specific type of social media.
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How this paper will be taught

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With instructor-led lectures, individual assignments, and lab-based tutorials, this paper will equip you with knowledge and tools to extract, manage, and analyse a variety of social media, data including text data (such as comments and reviews), customer networks, search engine data, locations data, and multimedia data. In addition, this paper features a group project requiring you to solve a business or social problem using social media data.

Mode of Delivery

The paper is offered in FLEXI mode throughout the trimester. This gives you flexibility as to where and how you learn during the trimester. You will be required to specify your default learning approach (face-to-face or online) by the end of week one. Further information on how to do that will be available on Moodle.

This paper will be delivered via a combination of lectures and in-lab tutorials. All course materials will be available on Moodle. All lectures will be recorded and uploaded on Moodle each week. Furthermore, instead of in-class participation, 10 online activities will be assigned throughout the trimester in Moodle. Each activity will be live on Moodle for 5 days.

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Required Readings

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Creating Value With Social Media Analytics: Managing, Aligning, and Mining Social Media Text, Networks, Actions, Location, Apps, Hyperlinks, Multimedia, & Search Engines Data by Gohar F. Khan, 2018, ISBN: 1977543979.
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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Analyse business situations and propose an effective social media strategy for an organisation across such disparate areas as IT, customer service, sales, and communications
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  • Develop analytical and critical thinking skills to evaluate social media and analytics related issues faced in business and professional careers
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  • Have an in-depth understanding of social media and analytics technologies and platforms
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  • Possess a well-grounded understanding of different types of social media data including text, actions, apps, networks, hyperlinks, search engines, and geoloc
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  • Understand social media analytics business alignment and develop analytical and critical thinking of social media security, ethics, and privacy issues
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  • Understand the role of social media data in business decision making
    Linked to the following assessments:
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Assessments

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How you will be assessed

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The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 100:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Online Learning Activities
20
  • Online: Submit through Moodle
2. Tutorial 1: Social Media Maturity Assessment
3
  • Online: Submit through Moodle
3. Tutorial 2: Creating Twitter AC and Blog
2
  • Online: Submit through Moodle
4. Tutorial 3: Social Media Risk Assessment
2.5
  • Online: Submit through Moodle
5. Tutorial 4: Network Analytics
2.5
  • Online: Submit through Moodle
6. Tutorial 5: Text Analytics
3
  • Online: Submit through Moodle
7. Tutorial 6: Think with Google Tools
2
  • Online: Submit through Moodle
8. Tutorial 7: Location mapping with Esri
3
  • Online: Submit through Moodle
9. Tutorial 8: Website Analytics with Google Analytics
2.5
  • Online: Submit through Moodle
10. Tutorial 9: Mobile Analytics
2.5
  • Online: Submit through Moodle
11. Tutorial 10: Multimedia Analytics
2
  • Online: Submit through Moodle
12. Network Analysis (individual)
10 Sep 2023
11:30 PM
25
  • Online: Submit through Moodle
13. Group Project
29 Oct 2023
11:30 PM
30
  • Online: Submit through Moodle
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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