Social media analysis Field of study: Creative management in new media
Programme code: W8-S2CM20.2020

Module name: Social media analysis
Module code: 09-ZN-S2-AMS
Programme code: W8-S2CM20.2020
Semester:
  • summer semester 2022/2023
  • summer semester 2021/2022
Language of instruction: depending on the choice
Form of verification: exam
ECTS credits: 2
Description:
The aim of the course is to learn the basic concepts and categories related to the analysis and monitoring of social media, to acquire the ability to use analytical and monitoring tools for social media, as well as to acquire the skills to independently design and conduct the study using analytical tools. The aim of the course is to provide graduates with practical knowledge and skills in the use of social media in marketing communication, social media monitoring, business data analysis and the potential of social media research in a modern organization. The student will acquire skills related to functioning, interactive media and the internet advertising market and marketing research on the Internet. The student will learn about social media monitoring tools, principles of strategy building in social media, building and analyzing internet communities, use of Internet data for organizational development, monitoring of online resources (informational, journalistic and social), using online tools to measure websites, media analysis social media and media monitoring, business data analysis, forecasting processes and phenomena occurring in contemporary society and economy based on collected and processed data from the Internet. They will have knowledge and the ability to use market research tools to conduct marketing activities on the Internet. They will learn the principles of collecting and processing information and data, as well as preparing reports and creating reports.
Prerequisites:
Student has to have strong analitical skills and abilities of searching public data bases. He should know how to use data bases and search engines. He has to be good in using communication applications from Microsoft Corporation. He has to speak English.
Key reading:
K. D. Paine: Measure what matters. John Wiley & Sons, 2010. W. W. Moe, D. A. Schweidel: Social media intelligence. Cambridge University Press, 2014. D. Riffe, S. Lacy: Analyzing Media Messages. Using Quantitative Content in Media Research. Routledge Communication, 2014. M.Schreier: Qualitative Content Analysis in Practice. SAGE, 2012. K. H. Krippendorf: Content Analysis: An Introduction to Its Methodology. SAGE, 2012. CH. Hemann, K. Burbary: Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. Que Biz-Tech, 2013.
Learning outcome of the module Codes of the learning outcomes of the programme to which the learning outcome of the module is related [level of competence: scale 1-5]
Student understands the basic concepts and categories related to the analysis and monitoring of social media, has knowledge about research methods within which the monitoring and analysis of social media is used, has knowledge about Polish and foreign analytical tools. [AMS_1]
 K_W03 [5/5]
Student knows the limits of analysis and monitoring of social media, has knowledge of the purpose and scope of market and marketing research, knows the basic tools and methods of description and knows the principles of data collection on the market and marketing activities of the company via the Internet. [AMS_2]
 K_W04 [4/5]
Student is able to use analytical and monitoring tools for social media, is able to design and conduct research using analytical / monitoring tools, is able to choose analytical tools that will help him in measuring and assessing the effects of business communication. [AMS_3]
 K_U03 [4/5]
Student identifies / recognizes a number of measures describing the functioning of the market and marketing activities of business entities, has the ability to assess the market situation of the company and is able to provide an assessment of its marketing activities - is able to draw conclusions, is able to design and conduct Internet surveys, Internet surveys and research on the Internet as a medium. [AMS_4]
 K_U04 [5/5]
Student is able to critically evaluate the presented factual material, has the ability to communicate with the economic environment, can inspire other people to discover new for them the correct functioning of market phenomena. [AMS_5]
 K_K01 [3/5]
Student is able to communicate with other participants of the research project that uses data from analytics / monitoring of social media, is prepared to cooperate with the organization's staff and external staff providing analytical / monitoring services, is able to correctly observe, interpret and explain phenomena in the field of market and marketing research . [AMS_6]
 K_K02 [4/5]
Type Description Codes of the learning outcomes of the module to which assessment is related
Test [AMS_w_1]
Verification of the degree to which students achieved the assumed learning outcomes will be implemented using the oral and final assessment of the group project.
 AMS_1 AMS_2
Continuous evaluation [AMS_w_2]
The final grade of the module will be a weighted average of the individual methods of verification of learning outcomes.
 AMS_3 AMS_4 AMS_5 AMS_6
Form of teaching Student's own work Assessment of the learning outcomes
Type Description (including teaching methods) Number of hours Description Number of hours
lecture [AMS_fs_1]
Thematic lecture, with comparative elements, common discussion and work of all participants on a particular one script.
 15
Analysis of the literature on the subject, analysis of the lecture content, searching for examples in practice, independent implementation of the indicated material sections, including the subject literature.
 15 Test [AMS_w_1]
practical classes [AMS_fs_2]
Preparation of market research analysis of products including CTP indicator. Exercises - activating method - work in small groups.
 15
Individual preparation for each class, systematization of the material presented during classes, preparation of projects - also group ones. Independent implementation of the material batch indicated in the syllabus and analysis of examples selected by the lecturer, repetition and consolidation of knowledge and skills acquired during the course.
 15 Continuous evaluation [AMS_w_2]
Attachments
Module description (PDF)
Information concerning module syllabuses might be changed during studies.
Syllabuses (USOSweb)
Semester Module Language of instruction
(no information given)