CMG352 Syllabus - Marketing And Social Media Web Analytics - 2021 Regulation - Open Elective | Anna University

CMG352 Syllabus - Marketing And Social Media Web Analytics - 2021 Regulation - Open Elective | Anna University

CMG352

MARKETING AND SOCIAL MEDIA WEB ANALYTICS

 L T P C

3003

OBJECTIVE:
• To showcase the opportunities that exist today to leverage the power of the web and social media

UNIT I

MARKETING ANALYTICS

9

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

UNIT II

COMMUNITY BUILDING AND MANAGEMENT

9

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

9

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

UNIT IV

WEB ANALYTICS

9

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

9

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

TOTAL: 45 PERIODS

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

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