Course Objectives

This course has seven closely intertwined objectives. After the completion of the course you will be able to:

1. Explain and evaluate the challenges and opportunities social media and social networks present marketers.
2. Summarize state of the art knowledge from the academic marketing literature about social media's impact on marketing.
3. Provide intuitive explanations of statistical concepts from the areas of linear regression, causal inference, natural language processing and network analytics
4. Implement statistical analysis to analyze social media data using tools from linear regression, causal inference, natural language processing and network analytics
5. Interpret their own and other's statistical analysis of social media data
6. Prescribe Managerial and Marketing strategies to improve business performance based on analytical findings.
7. Appraise and critique the assumptions behind statistical analysis of social media data in a given setting and propose alternative methodologies to improve existing analysis