Handbook

Social media and advanced Web technologies, including generative AI like automated video editors, natural language generation software, and image recognition systems, have driven the rise of digitally empowered consumers challenging businesses to thrive on social media. In this digital era, consumers are taking over online conversations and actively engaged in generating and disseminating multimodal content across social media platforms in the form of images, videos, audio, text, and emotional icons. Businesses striving to stay ahead of the competition leverage unstructured social media data to design and implement successful social media strategies.

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

Workshops are 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. Upon successful completion of the course, students are expected to demonstrate both a professional mindset as well as technological confidence regarding social media analytics and its implications in the business context.