Social Media Analytics

Catalog description

In this Social Media Analytics course, students will master various analytical tools to effectively utilize social media data. The course will introduce a suite of tools including engagement analytics, sentiment analysis, social network analysis, influencer identification, and evaluation of social media strategies. The course extends its scope beyond the foundations of analytics to explore the substantial influence of Artificial Intelligence (AI) on public relations (PR) and marketing communications. It explores the integration of AI with social media analytics and how this collaboration is revolutionizing modern business practices. Alongside developing analytical expertise, students will learn to navigate the digital marketing and communication landscape with a firm ethical understanding.