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 digital markets present marketers
2. Provide intuitive explanations of statistical concepts from the areas of linear regression, causal inference and natural language processing
3. Implement statistical analysis to analyze social media and digital market data using tools from linear regression, causal inference and natural language processing
4. Interpret their own and other's statistical analysis of social media and digital market’s data
5. Prescribe Managerial and Marketing strategies to improve business performance based on analytical findings.
6. Appraise and critique the assumptions behind statistical analysis of digital marketing data in a given setting and propose alternative methodologies to improve existing analysis