BA in Management Program Summer Semester, 2015 MKTG 410 Social Media and Search Marketing Analytics

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1 BA in Management Program Summer Semester, 2015 MKTG 410 Social Media and Search Marketing Analytics Instructor: Prabirendra Chatterjee Office: SOM 1069 Phone: (216) Fax: (216) Web: SuCourse Office Hours: By appointment Type Time Days Where Class 8:40 am - 11:30 am Wed FMAN G060 Class 8:40 pm - 11:30 am Thus FMAN G060 Course Objective: This course introduces you to the world of social media and search engine, with a particular focus on data analytics. Rather than just analyzing the data from social media and search marketing context, we will try to develop predictive models and discover data patterns the main purpose would be to understand how intelligent firms would develop their business strategies in the digital age. We will use MS excel (advanced skill with MS Excel is not a pre-requisite) and varieties of free software tools for various analytics exercises including text mining, data analysis etc. This course also offers a strong grounding in the principles of social media and search engine marketing. Page 1 of 6

2 Learning Outcomes: Upon completion of this course the students would have a basic understanding of: The search engine advertising ecosystem and the pricing models for search engine advertising Mobile commerce and analytics Economic value of textual information in the online market Online segmentation and targeting methodologies Social media analytics Besides the content-related objectives, the students will be able to: Develop teamwork, critical thinking and creative thinking Make actionable recommendations on firms digital marketing efforts Learn and practice how to develop strong arguments. Apply the knowledge to real-life marketing phenomena. Course Material: The most important material in this course will be your class notes (based on regular attendance and attention to class lectures/ discussions). It will be the student s responsibility to obtain slides and take notes. Articles, project/assignment descriptions and slides will be uploaded on MySu. Since the new media landscape is evolving at a very fast pace, instead of a text book I shall be using a number of articles and case studies for this class. Your laptop and mobile phone: Please do NOT use your laptop during the lectures unless told so. Never use your mobile phone in class!!! MKTG 410 Summer /6

3 Optional Reading Material: Wired: Fastcompany: TechCrunch: ReadWrite: Gigaom: Mashable: Course Web: Please check the course postings on the website regularly for class announcements. You should always check the postings before coming to class. Sabanci University uses a very powerful web-based tool called Turnitin. Turnitin is the worldwide standard in online plagiarism prevention. It allows instructors to compare student papers against a database composed of millions of articles. Every paper you submit will be scanned by Turnitin, and results will be reflected in your grades. Grading: Class Participation : 20% Group Assignment : 20% Exam 1 : 20% Exam 2 : 20% Marketing Project : 20% Peer Evaluation in Teamwork Much of the work accomplished in today s business world is done in groups and/or is the result of teamwork. Because of this and in preparation for this, I have assigned a group project (Marketing Project) in this class. While I can evaluate the finished product (your presentations and reports), since I am not a member of your team, it is difficult for me to evaluate how each group member contributed to the finished product. For this reason, I ask you to evaluate your peers. If some group members did more work while others did less, their grades should reflect that. Please note that the peer evaluation process must remain confidential. The peer evaluations will have a direct impact on your Marketing Project. MKTG 410 Summer /6

4 Requirements: Group Assignment: Every Thursday a group assignment will be given, it will be due on next Wednesday in class. You need to submit a hard copy report. Exams: There are only two exams in this class (no final). Please note that the exam dates are July 15 and August 6. Exams must be taken in class at the scheduled time. Barring an EMERGENCY, you MUST be here on those dates OR you will receive a zero (0). Group Project: There is one group project in this class. The details about the group project will be given on the very first day. As a team you need to submit the project report and also make a project presentation. Submission of the final copy is due on August 6. All assignments must be typed in Times New Roman12pt font, 1 inch margins, and 1.5 spaced. Participation: Participation in this class is essential (20% of the grade comes from participation). This means you must come to class ready to discuss the assignment for the day, be it a case, article or an assignment. I m looking for evidence that you ve read and thought about the assignment and that you are able to relate the assignment to readings, previous lectures, and your intuition and personal experiences. Late arrivals and/or absences from class will be counted as lapses in participation. Academic Honesty: Learning is enhanced through cooperation and as such you are encouraged to work in groups, ask for and give help freely in all appropriate settings. At the same time, as a matter of personal integrity, you should only represent your own work as yours. Any work that is submitted to be evaluated in this class should be an original piece of writing, presenting your ideas in your own words. Everything you borrow from books, articles, or web sites (including those in the syllabus) should be properly cited. Although you are encouraged to discuss your ideas with others (including your friends in the class), it is important that you do not share your writing (slides, MS Excel files, reports, etc.) with anyone. Using ideas, text and other intellectual property developed by someone else while claiming it is your original work is plagiarism. Copying from others or providing answers or information, written or oral, to others is cheating. Unauthorized help from another person or having someone else write one s paper or assignment is collusion. Cheating, plagiarism and collusion are serious offenses that could result in an F grade and disciplinary action. Please pay utmost attention to avoid such accusations. MKTG 410 Summer /6

5 Course Schedule: Lecture Date: June 24 1 a) Syllabus, Introductions and Overview Topics: b) The internet and the mobile internet Lecture Date: June 25 2 a) Marketing strategy in the digital age Topics: b) Review of Basic statistics and Econometrics Lecture Date: July 1 3 Social network analytics - I (Methodology NodeXL, Youtube analytics, Facebook insights, Twitter Topic: Analytics) Lecture Date: July 2 4 Social network analytics - II (Methodology NodeXL, Youtube analytics, Facebook insights, Twitter Topic: Analytics) Lecture 5 Date: July 8 Topic: Web Analytics and Search Engine Advertising I (Methodology Google Analytics) Lecture Date: July 9 6 Web Analytics and Search Engine Advertising II Topic: (Methodology Google Analytics) Lecture Date: July 15 7 Topic: Exam 1 Lecture Date: July 16 MKTG 410 Summer /6

6 8 Topic: Ramadan Break Lecture Date: July 22 9 Social Media Analytics (Methodology Text mining Topic: basics, Sentiment analysis) Lecture Date: July 23 User generated content and social listening 10 Topic: (Methodology Text mining of user generated content) Lecture Date: July Topic: Mobile commerce analytics - I (Case study based discussions) Lecture Date: July Topic: Mobile commerce analytics - II (Case study based discussions) Lecture Date: August 5 13 Topic: Project Presentation Lecture 14 Date: August 6 (Submit Project Report) Topic: Exam 2 MKTG 410 Summer /6

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