It is truly important for students to understand how to monitor online marketing buzz. This
assignment, social media analytics, utilizes the content analysis research method to build …

This paper presents a class case study of an assignment that asked students to use a Twitter
follower report to design a Twitter advertising campaign. The purpose of this case study is to …

To prepare students for the rapidly evolving field of digital marketing, which requires more
and more technical skills every year, a social media practicum creates a learning …

Purpose The purpose of this paper is to describe how brief exercises in introductory and
advanced marketing courses can help business students achieve a broader understanding …

This research is based on two studies that focus on teaching students how to integrate and
assess social networking tools in marketing communications. Study 1 examines how …

The expression “big data” is ubiquitous in the business world today, but few undergraduate
business students have the opportunity to gain practical experience with how new business …

This paper discusses a newly developed class project to aid students in their social media
knowledge and experience." The Klout Challenge" uses a social media influence metric …

Big data analytics takes raw, real-time data and uses it to predict trends. Successful use of
this data can have a powerful impact on a business's effectiveness and ultimately their …

This article reports on an innovative Social Media Marketing Analytics course that was
developed to respond to current industry needs for marketing analysts with data‐driven and …

Marketing analytics is receiving great attention because of evolving technology and the
radical changes in the marketing environment. This study aims to assist the design and …