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Digital Marketing and Social Media Strategy

Course Number:



Param Singh,




Business Technologies, Marketing

Course Description

This course posits to explore issues related to digital and social media marketing. This is a hands-on class where you will use real world data. We will cover the following topics in class.

Search Engine Optimization: how search engines, keyword auctions, and search engine marketing work, and how to optimize your pay per click advertisement efforts.

Social Media Marketing: How to design a social media campaign? How is social media marketing different from traditional marketing? What are the key ingredients that make social media campaigns successful? How can you make your product and your campaign viral? How to design a real Viral campaign?

Forecasting using Online Search Trends Data: How and when to build better forecasting models for demand using Google search data (Google Trends and Insights).

Econo-mining User Generated Content: How firms are and can use get useful information from user generated content using text mining and opinion mining capabilities to drive their product development, placement and advertisement decisions. Using real world data you will analyze whether the traditional approaches for driving product development strategy are in alignment with what you learn from user generated content.

Wisdom of the Crowds: What are prediction markets? How they work? How to design them? When prediction markets are successful? What kinds of questions are best suited for prediction markets? How to design crowdsourcing contests, what and how to crowdsource?  (11/12)


Lecture: 100min/wk and Recitation: 50min/wk