Isenberg School of Management 697SN - ST- Analytics in Social Media

As people are increasingly sharing their daily lives on social media, organizations and celebrities are using it as a channel to directly engage with followers. A lot of data is being generated in these interactions. This course seeks to provide students with frameworks and tools to gather insights from this data. For an organization this might allow them to gain insights into their market structure and their customers' perceptions of the brand. Other areas of interest may be studying the changing perceptions about the brands in response to the exchanges amongst netzines or the organization's marketing campaigns. This course will have several hands-on exercises based on the R language (No previous experience with R is required). Students will work with some near real-time datasets of tweets, US stock market data for select ticker symbols, and some popular RSS news feeds from the instructor's research projects in this field. Students will work in groups on a project that will use these datasets. While there are no prerequires for this course, a few skills would be helpful for anyone intending to take this course and these are; a basic understanding of descriptive statistics, some experience with spreadsheets, and any experience writing spreadsheet macros, database queries or some basic computer programming.

Open to MSBA and on-camps MBA students in the Isenberg School of Management only.