Problem
Considering your academic status, you should be familiar with the online learning environment and possess a general understanding of how universities operate. For this week's case study, you are tasked with identifying a number of opportunities for the integration of Sentiment Analysis into proper segments of (i) CityU's Blackboard system and (ii) CityU's marketing system. The primary objective for the former is to enhance student learning and for the latter is to improve the effectiveness of the school's marketing strategies and to increase student enrollment. Keep in mind that you can integrate Sentiment Analysis into the organization's existing systems or you can take advantage of it externally similar to how companies obtain information about people's feelings and opinions towards their products/services via Twitter (a system that is external to the firm). Accordingly, consider both alternatives as you explore various opportunities to apply Sentiment Analysis to create value for CityU. For each integration opportunity that you identify, you will have to explain how the adoption of Sentiment Analysis might generate value for the school. In addition, for each opportunity, you are expected to determine and justify the scope of Sentiment Analysis (document, sentence, feature, or lexicon level). Your case analysis should contain the following key sections:
1) Introduction: A brief description of Sentiment Analysis and its applications.
2) Opportunities: Identify between 4-8 opportunities to integrate Sentiment Analysis into (a) CityU's Blackboard system and (b) CityU's marketing system. Explain each opportunity by shedding light on how it might create value for the school. In addition, specify whether the Sentiment Analysis system should be integrated into the school's existing system(s) or be external.
3) The scope of Sentiment Analysis: For each opportunity, determine and justify the scope of Sentiment Analysis (document, sentence, feature, or lexicon level). Identify potential challenges.
4) Who can provide the technology? Conduct some research to find some companies that might provide your proposed Sentiment Analysis system(s). Include each company's website and justify your selection.