Handbook

Social media and Web 2.0 mobile technologies have contributed to the emergence of digitally empowered consumers challenging businesses to thrive on social media as they are taking over online conversations. In this digital era, consumers are actively engaged to generate and disseminate content across social media platforms in the form of images, videos, text, and emotional icons. Businesses striving to stay ahead of the competition, take advantage of social media data to design and implement successful social media strategies.

In this course, we equip students with the necessary knowledge and skills to collect and analyse unstructured social media data using the most recent technologies such as R, SAS Visual text analytics, Social Network Analysis, Microsoft Cognitive Services and Google Vision AI.

Tutorials are very practical and designed to challenge students to develop their critical and analytical thinking through real-world case studies and extensive hands-on activities to address business problems. On successful completion of the course, students are expected to be able to demonstrate both a professional perspective as well as technological confidence regarding social media analytics and its implications on the business context.