Social Media Analytics - BUSN9136

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Spring Term 7 15 (7.5) Kun Tian checkmark-circle


Social media not only provides practitioner with a means of communicating with their customers, but also a way to better understand their customers. This module helps students to explore multiple social media platforms for data collection and apply analytical methods to convert social media data to digital marketing insights.
Indicative topics to be covered are likely to include:
• Basics of social media and the role and structures of social media conversations
• Collecting and extracting social media data
• Social media data analysis, visualisation, and exploration
• Key metrics used for analysing social media
• Social media case studies
• Methods for identifying trends in social data
• Theories of social networks


Contact hours

Private Study: 128
Contact Hours: 22
Total: 150

Method of assessment

Main assessment methods:
Individual report, 3000 words (80%)
Group presentation, 20 minutes (20%)

Reassessment methods:
100% coursework

Indicative reading

See the library reading list for this module (Medway)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate a systematic understanding of multiple social media platforms and think critically about how organisations use social media as a communications tool.
- Critically apply techniques from social media analytics, text mining and social network analysis to recognise and explain network patterns in social data.
- Create data visualisations and identify features of social networks.
- Access social media data from multiple social media platforms and understand the many ethical issues related to privacy and information use online.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Become an informed social media producer and consumer aware of the ethical issues involved in digital marketing.
- Retrieve information from multiple social media platforms.
- Critically evaluate arguments and evidence.
- Effectively communicate information, arguments and analysis in a variety of forms.


  1. Credit level 7. Undergraduate or postgraduate masters level module.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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