1. Início
  2. NOVA Information Management School
  3. Mestrado em Data-Driven Marketing
  4. Laboral - Especialização em Digital Marketing and Analytics
  5. Social Media Analytics

Social Media Analytics

Objetivos

Social media's rapid growth has given mass consumers a powerful tool to create knowledge and propagate opinions. Simultaneously, social media has created an unprecedented opportunity for organizations to engage in real-time interactions with consumers. Also, the size and richness of social media data have provided organizations an unusually deep reservoir of consumer insights to transform business and marketing operations.

The Social Media Analytics course will use a multidisciplinary approach that combines social network analysis, text mining, and data mining to help students grasp the analytics tools to leverage social media data. Students will be introduced and apply tools such as data collection, sentiment analysis, topic modeling, social network analysis, and influencers' identification.

Caracterização geral

Código

400081

Créditos

7.5

Professor responsável

Vasco Miguel Lourenço Guerreiro Jesus

Horas

Semanais - A disponibilizar brevemente

Totais - A disponibilizar brevemente

Idioma de ensino

Português. No caso de existirem alunos de Erasmus, as aulas serão leccionadas em Inglês

Pré-requisitos

Although not required, it is recommended that students have basic knowledge of probability, statistics, graphs, and Python.

Bibliografia

Método de ensino

The curricular unit is based on blended learning. For almost all learning units, students will have access, before the class, to videos on the theoretical component. Students are required to watch those videos. In the presential class, students will be subjected to an evaluation quiz. Based on the quiz results, in a prescriptive manner, the instructor will discuss the topics that were not so well understood. Following the discussion of the topics, the instructor will give a practical class on the subject.

Método de avaliação

Due to the application-based design of the course, evaluation is continuous.

All evaluation grades are on a scale of 0-20. The final course grade is calculated based on the following weights:

  • Completion of self-assessment survey: 2.5%
  • Quizzes: 40% (based on the top 5 quizzes grades - all quizzes will have the same weight)
  • Data collection individual project: 5%
  • Group membership submission (in the due deadline): 2.5%
  • Group project (minimum grade is 8.0):
    • Oral presentation: 10%
    • Materials (datasets, code, etc.) and report: 40%

There is no final exam. Instead, the group project is to be delivered and present at the 1st season exam date. If the minimum grade is not obtained, students may apply for resubmission on the 2nd season exam date.

All submissions should be made via Moodle. Submissions after the deadline will be rejected.

 

Conteúdo

  • LU1. Introduction to Social Media Analytics
  • LU2. Introduction to Python
  • LU3. Data collection
  • LU4. Introduction to Text Mining
  • LU5. Graphs essentials
  • LU6. Network measures
  • LU7. Network models
  • LU8. Community analysis
  • LU9. Information diffusion
  • LU10. Influence and homophily

Cursos

Cursos onde a unidade curricular é leccionada: