CMG352 Marketing and Social Media Web Analytics Syllabus:

CMG352 Marketing and Social Media Web Analytics Syllabus – Anna University Regulation 2021

COURSE OBJECTIVE:

 To showcase the opportunities that exist today to leverage the power of the web and social media

UNIT I MARKETING ANALYTICS

Marketing Budget and Marketing Performance Measure, Marketing – Geographical Mapping, Data Exploration, Market Basket Analysis

UNIT II COMMUNITY BUILDING AND MANAGEMENT

History and Evolution of Social Media-Understanding Science of Social Media –Goals for using Social Media- Social Media Audience and Influencers – Digital PR- Promoting Social Media Pages- Linking Social Media Accounts-The Viral Impact of Social Media.

UNIT III SOCIAL MEDIA POLICIES AND MEASUREMENTS

Social Media Policies-Etiquette, Privacy- ethical problems posed by emerging social media technologies – The Basics of Tracking Social Media.

UNIT IV WEB ANALYTICS

Data Collection, Overview of Qualitative Analysis, Business Analysis, KPI and Planning, Critical Components of a Successful Web Analytics Strategy, Proposals & Reports, Web Data Analysis.

UNIT V SEARCH ANALYTICS

Search engine optimization (SEO), user engagement, user-generated content, web traffic analysis, online security, online ethics, data visualization.

TOTAL: 45 PERIODS
COURSE OUTCOME:

 The Learners will understand social media, web and social media analytics and their potential impact.

REFERENCES:

1. K. M. Shrivastava, Social Media in Business and Governance, Sterling Publishers Private Limited, 2013
2. Christian Fuchs, Social Media a critical introduction, SAGE Publications Ltd, 2014
3. Bittu Kumar, Social Networking, V & S Publishers, 2013
4. Avinash Kaushik, Web Analytics – An Hour a Day, Wiley Publishing, 2007
5. Ric T. Peterson, Web Analytics Demystified, Celilo Group Media and CafePress 2004
6. Takeshi Moriguchi, Web Analytics Consultant Official Textbook, 7th Edition, 2016