Assignment Task: The Social Media Analytics for Business Research
Course Learning Outcomes:
This assessment is designed to demonstrate a student's completion of the following Learning Outcomes:
A) Demonstrate an understanding of concepts underlying social media analytics and be able to apply them appropriately in business settings (Presentation & Written Paper);
B) Critically evaluate and implement specialist technologies to harvest, analyze and visualise "social data" from individuals to corporate perspectives (Presentation & Written Paper);
C) Synthesize and apply social analytics and appropriate techniques on social information (Presentation & Written Paper);
D) Critically evaluate, design, prototype and implement social media applications and visualization for business story telling (Written Paper).
Assignment Part 1: Presentation
You will be required to deliver a three minute Dragons' Den in Week 8-10 in your seminar sessions with your tutor and dragons (selected peers by tutor).
You will play a role of a "social media entrepreneur" with only three minutes to pitch your "Social Media Analytics for Business" ideas to the "dragons" (selected peers by your tutor), pretending multimillionaires who are willing to invest their own cash to kick-start the business. After each pitch, the Dragons have the opportunity to ask questions about your social media analytics proposal. The times will be strictly managed: A 3 minute presentation followed by 2 minutes Q&A.
You will specifically be required to present the:
- Aims and objectives of your proposed social media analytics for business
- The project background (current problem statements, project motivation and etc.)
- Your initial design of how your social media analytics research project for business will be conducted
- Discussion on the initial results and visualization obtained (if applicable).
- The proposed project scope, initial designs and any work-in-progress (i.e. third-party tools / APIs / code demo can also be presented)
- Importantly, the "so what" insights of the business story telling must be presented - i.e. the value for money of your business pitch!
The subject of the social data scrapping and the results analyzed are left for the student to choose. For examples (and not limited to):
» You could scrap for keywords related to some corporate data, e.g. KFC, Tableau or any company of your choice on its corporate review website and look for customers' experiences or customers' views analytics.
» You could scrap for keywords related to some public data on Twitter, i.e. McDonald, Starbucks or any company of your choice and look for public perceptions, market trends or brand monitoring.
» You could scrap customers' reviews for products data from Asda, Tesco, Amazon, or any online shop for competitor analysis or product review comparison.
» You could harvest overall sentiment towards an international brand or a global company and provide data analytics and visualisations for a business story telling.
» Any social media analytics topic of your own choice, e.g. the company you worked for.
Please ensure you discuss your topic with your tutor in the studio/seminar as early as possible before you begin working on it.
Assignment Part 2: Written paper on practical project
You are required to write a 3,500 word (with 10% over/under) research paper based on your practical project for this module. The paper should contain rigorous evidence and references from the primary and secondary data collection you undertook and the analysis and findings of your practical project proposed from Part 1 - PRES1.
Rationale:
As part of practical project in this module and learnt from the weekly studios, you will be harvesting a suitable dataset using the relevant tools, i.e. Tableau, Python, Facebook or Twitter API or third party Tool(s) and extracting relevant information from the results, as proposed in your Part 1 Business Pitch.
Therefore, you should start your paper with the motivation or rationale of your research, especially the business aim of your project. The design and approach of your project such as the reasons for the choice of social web harvesting, scope for strategic or tactical decision making, business values, public interest, marketing campaign, product reviews, branding and marketing, customers' preferences or other etc.
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