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Social Media II
level of course unit
second cycle, MasterLearning outcomes of course unit
Students are able to apply models, methods and approaches of social media marketing to specific application scenarios in the area of social media. They understand the possibilities of analyzing and evaluating data from (social) networks and are able to initialize, execute and interpret analyses with current software tools.
prerequisites and co-requisites
WBW
course contents
Building on the course “Social Media I”, this course is focused on consolidating the applicability of social media instruments and channels. Fundamental theoretical approaches and methods for acquiring network data and various analysis procedures are conveyed. Data from the first course is reviewed and evaluated via software tools. Based on these activities, fundamental analysis options in social networks and possible conclusions are discussed. The following questions are at the core of the matter: How can interactions in social networks such as LinkedIn, Facebook and Instagram be evaluated, visualized and used and which conclusions can be drawn from it. Building on analyses, central elements for the development of (social media) strategies for applications in companies and on consumer markets are introduced.
recommended or required reading
- Easley, D., & Kleinberg, J. (2010): Networks, Crowds, and Markets - Reasoning about a Highly Connected World. Cambridge University Press
- Russel, M. (2011): Mining the Social Web - Analyzing Data from Facebook, Twitter, LinkedIn, and Other Social Media Sites. O'Reilly
- Russel, M. (2011): Mining the Social Web - Analyzing Data from Facebook, Twitter, LinkedIn, and Other Social Media Sites. O'Reilly
assessment methods and criteria
Project work
language of instruction
Germannumber of ECTS credits allocated
6eLearning quota in percent
20course-hours-per-week (chw)
2planned learning activities and teaching methods
Seminar, group work, presentation and task discussion
