This course has seven closely intertwined objectives. After the completion of the course you will be able to:
- Explain and evaluate the challenges and opportunities social media and social networks present marketers.
- Summarize state of the art knowledge from the academic marketing literature about social media's impact on marketing.
- Provide intuitive explanations of statistical concepts from the areas of linear regression, causal inference, natural language processing and network analytics
- Implement statistical analysis to analyze social media data using tools from linear regression, causal inference, natural language processing and network analytics
- Interpret their own and other's statistical analysis of social media data
- Prescribe Managerial and Marketing strategies to improve business performance based on analytical findings.
- Appraise and critique the assumptions behind statistical analysis of social media data in a given setting and propose alternative methodologies to improve existing analysis