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  3. Master in Statistics and Information Management
  4. Specialization in Marketing Research and CRM
  5. Social Network Analysis

Social Network Analysis

Objectives

1. List examples of applications of social network analysis in different areas
2. Explain the main elements (node and link) that make up a network, and how can to characterize networks (degree distributions, clustering coefficient, diameter, average path length)
3. Explain the popular network models and their implications to social sciences
4. Understand the role of social networks in the diffusion and cascading of information
5. Identify the most suitable network metric to identify influencers in a social system (centrality, pagerank)
6. Understand the difference between Strong and Weak ties and their importance in social systems
7. Use network theory in order to design more effective marketing strategies
8. Communicate and discuss the results of a social network analysis
 

General characterization

Code

200204

Credits

4.0

Responsible teacher

Docente a designar

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English

Prerequisites

  

Bibliography

- Barabási, Albert-László. Network science. Cambridge University Press, 2016.
- Easley and Kleinberg, Networks, Crowds, and Markets: Reasoning about a highly connected world. Cambridge Univ. Press, 2010.
- Newman, Networks: An introduction. Oxford Univ. Press, 2010.
- Jackson, Social and Economic Networks. Princeton Univ. Press, 2008.
- Selected scientific manuscripts that will be shared by the teaching staff.

Teaching method

The curricular unit is based on a mix between theo retical and practical lessons with a strong active learning component.
During each session, students are exposed to new concepts and methodologies, case studies and the resolution of examples. Active learning activities (debates, quizzes, mud cards, compare and contrast) will place students at the center of the classroom, so that each takes an active role in the discussion and in the learning process. Computer activities will be done whenever appropriate. For instance, students will build and analyze the class friendship network and thus get some hands on experience and familiarity with the topics of the course.
 

Evaluation method

Evaluation Elements:
1. Participation in classroom activities (35%)
2. Presentation and discussion of a selected paper (25%)
3. Final Project with oral presentation and written report ( 40%)

Subject matter

The curricular unit is organized in three Learning Units (LU):
LU1. Introduction to Network Science
LU2. The role of network science in the diffusion of information and behavioral adoption
LU3. Application of network science to marketing