Trimester Course Code Credits Hours Course Name

III PG 313 3 30 Web & Social Media Analytics

Scheme of Assessment
Continuous and Concurrent End Trimester
Total Marks
Evaluation (CCE) Evaluation
Attendance 10 marks
Assignment 1 10 marks
Assignment 2 10 marks 50 marks 100 marks
Assignment 3 20 marks
Total CCE 50 marks

Course Objectives:
The objective of the course is to equip PGDM students with skills to analyze social media data, understand user
behaviour, interpret trends, and strategize effective digital marketing campaigns. Focus on tools and techniques
for data-driven decision-making, fostering proficiency in social media analytics for competitive business
advantage.

Course Outcomes:
After completing this course, students will be able to:

Demonstrate understanding of key concepts in social media analytics, including metrics,

1
tools, and platforms used for data collection and analysis.

Interpret trends and patterns identified through social media data analysis, explaining their
2
significance in terms of audience engagement and market insights.
Apply social media analytics techniques to real-world business scenarios, designing and
3 implementing data-driven strategies to optimize marketing campaigns or improve brand
reputation.
analyse complex datasets from various social media platforms to extract actionable
4 insights, using appropriate statistical methods and visualization tools to communicate
findings effectively.
Critically evaluate the effectiveness of social media strategies based on analytics
5 outcomes, recommending adjustments to enhance performance and achieve organizational
goals.
Knowledge:
• Understanding of data analytics tools and techniques relevant to social media platforms (e.g., Google
Analytics, Facebook Insights, etc).
• Knowledge of social media trends, algorithms, and best practices across various platforms.
Skills:
• Proficiency in data mining and extracting insights from social media data.
• Ability to create and interpret visualizations and reports based on social media analytics data.
Attitude:
• Curiosity and eagerness to explore emerging trends and technologies in social media analytics.
• Attention to detail and a commitment to accuracy in interpreting and presenting data insights.

PGDM Syllabus - Batch 2024-2026

Topics to be covered:
Unit Session
Contents Chapter Outcome
No. (in Hours)
1 3
Introduction to Social Media Analytics • Understand the role of social
media analytics in modern
• Definition and significance of Social
business strategy.
Media Analytics
• Difference between Digital
• Recognize key metrics used in social
Marketing and Social Media
media performance measurement
Analytics
• Overview of essential social media
• Familiarize with Key
analytics tools (Google Analytics,
Performance Indicators
Facebook Insights)
(KPIs) specific to social
media analytics (e.g.,
Engagement Rate, CTR,
Conversion Rate)
2 4
Data Collection & Processing • Extracting data from social
media platforms (APIs, native
• Social media data structures
analytics tools)
• Data Collection & Processing
• Develop skills to handle and
• Types of Analytics (Descriptive, Predictive, preprocess social media data
Prescriptive Analytics)
• Identify and differentiate
• Data privacy, compliance, and ethical between descriptive, predictive,
considerations (GDPR, CCPA) and prescriptive analytics
applied to social media data
• Understand how to store data
ethically by following the data
protection laws
3 6
Strategic Social Media Measurement tools • Understand the functionality and
application of advanced social
• Gain hands-on experience with essential
media tools for comprehensive
analytics tools (Google Analytics, Facebook
analytics.
Insights, etc)
• Analyze user behaviour and engagement
• Implement social media audits to
patterns across platforms establish thought leadership and
optimize digital presence
• Interpret reports to derive insights for
decision-making • Evaluate influencer impact using
data-driven insights
4 5
Best practices in social media Measurement • Understand the integrated
and Management marketing mix involving PR,
advertising, and marketing plans
• Integrated marketing mix - PR, Ads and
to optimize social media
Marketing plans
strategies.
• Industry trends and data facts
• Analyse industry trends and data
• Social media and employer branding facts to enhance decision-
making in social media
management and measurement

PGDM Syllabus - Batch 2024-2026

 5 6
Deep-dive into Case studies • Analyse cases and conduct
SWOT Analysis to evaluate
• Analyse use cases and conduct SWOT
strengths, weaknesses,
Analysis
opportunities, and threats.
• Correlation of campaign objectives and
• Correlate campaign objectives
social media strategy
with social media strategy to
• Submit recommended social media plan for develop and present a
optimizing key metrics recommended social media plan
aimed at optimizing key metrics.
6 6
Campaign Performance & ROI • Develop skills to track and
Measurement measure campaign success
• Tracking campaign performance across • Conduct analytics on sample
different platforms data corpus from various social
media platforms to extract
• Develop Strategic social media campaign
insights and trends.
plan to generate better ROI using effective
media mix • Develop a strategic social media
campaign plan aimed at
• Real-live scenario and problem solving
maximizing ROI through an
• Google Tag Manager basics for event effective media mix, utilizing
tracking real-life scenarios for problem-
solving
• Understand attribution models in
social media marketing

Total 30

Textbooks:
• Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social Media – By
Matthew Ganis & Avinash Kohirkar
• Social Media Analytics Strategy: Using Data to Optimize Business Performance - By Alex Gonçalves
• Reshaping Society through Analytics, Collaboration and Decision Support - Role of BI and Social Media -
By Laxmi S. Iyer and Daniel J. Power
• Ask Measure Learn - Using Social Media Analytics to Understand and Influence Customer Behaviour - By
Lutz Finger and Soumitra Dutta

Web Resources:
• https://nibmehub.com/opac-
service/pdf/read/social%20media%20analytics%20strategy%20_%20using%20data%20to%20optimize
%20business%20performance.pdf
• https://www.upa.it/static/upload/the/the-fundamentals-of-social-media-analytics.pdf

Online Courses:
• https://www.coursera.org/learn/social-media-data-analytics
• https://skillshop.docebosaas.com/learn/courses/8108/get-started-using-google-analytics
• https://www.facebook.com/business/learn/courses/bring-your-business-online

PGDM Syllabus - Batch 2024-2026