BN4002 Marketing and Social Media Web Analytics Syllabus:
BN4002 Marketing and Social Media Web Analytics Syllabus – Anna University PG Syllabus Regulation 2021
OBJECTIVE:
➢ To showcase the opportunities that exist today to leverage the power of the web and social media
UNIT- I MARKETING ANALYTICS
Introduction to Marketing Analytics-Marketing Budget and Marketing Performance Measure, Marketing Metrics and its application- Financial Implications of various Marketing Strategies Geographical Mapping, Data Exploration, Market Basket Analysis
UNIT- II COMMUNITY BUILDING AND MANAGEMENT
History and Evolution of Social Media-Understanding Science of Social Media -Goals for using Social Media- Social Media Audience and Influencers-Social theory and social media – technological determinism-Keys to Community Building – Promoting Social Media Pages- Linking Social Media Accounts-The Viral Impact of Social Media- Digital PR-Encourage Positive Chatter in Social Media – Identity in social media: formation of identities, communities, activist movements, and consumer markets -Social Media as business.
UNIT- III SOCIAL MEDIA POLICIES AND MEASUREMENTS
Social Media Policies-Etiquette, Privacy- ethical problems posed by emerging social media technologies – The road ahead in social media- The Basics of Tracking Social Media – social media analytics- Insights Gained From Social Media- Customized Campaign Performance Reports – Observations of social media use.
UNIT- IV WEB ANALYTICS
Web Analytics – Present and Future, Data Collection – Importance and Options, Overview of Qualitative Analysis, Business Analysis, KPI and Planning, Critical Components of a Successful Web Analytics Strategy, Web Analytics Fundamentals, Concepts, Proposals & Reports, Web Data Analysis.
UNIT- V SEARCH ANALYTICS
Search engine optimization (SEO), non-linear media consumption, user engagement, user generated content, web traffic analysis, navigation, usability, eye tracking, online security, online ethics, content management system, data visualization, RSS feeds, Mobile platforms, User centered design, Understanding search behaviors.
TOTAL: 45 PERIODS
COURSE OUTCOMES:
➢ The Learners will understand social media, web and social media analytics and their potential impact.
REFERENCES:
1. K. M. Shrivastava, Social Media in Business and Governance, Sterling Publishers Private Limited, 2013
2. Christian Fuchs, Social Media a critical introduction, SAGE Publications Ltd, 2014
3. Bittu Kumar, Social Networking, V & S Publishers, 2013
4. Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox, Marketing Analytics: Essential Tools for Data-Driven Decisions, University of Virginia Press, 13 Jan 2021.
5. Jerry Rackley Marketing Analytics Roadmap: Methods, Metrics, and Tools Apress, 30 May 2015. Avinash Kaushik, Web Analytics – An Hour a Day, Wiley Publishing, 2007
6. ric T. Peterson, Web Analytics Demystified, Celilo Group Media and Café Press,2004
7. Alex Gonçalves, Social Media Analytics Strategy: Using Data to Optimize Business Performance, Apress, 2017.
8. Takeshi Moriguchi, Web Analytics Consultant Official Textbook, 7th Edition, 2016