Data Science & Digital Storylines

Catalog description

This course explores the synergy between marketing, brands and social media with a focus on brand development and how consumer perceptions and sentiment contribute to online branding in different social channels. Social Media Marketing starts with a careful examination of brands, brand mechanics, and the role of influential brand evangelists. The course then proceeds to look at the different social media and the role each plays in building the brand. Lastly, although not a technical focus, students will be exposed to strategic current trends on social media analytics.