GUJARAT TECHNOLOGICAL UNIVERSITY

BACHELOR OF ENGINEERING SYLLABUS

WEF Academic Year : 2020-21

Prerequisite :
- Programming language

Rationale :
Companies today use a plethora of resources, including social media analytics, to better understand how
consumers react to advertising campaigns. A company can gain insight into their target market's
interests, goals, and preferences by analyzing data gathered from their social media profiles. Business
owners who grasp the significance of social media analytics will be better equipped to boost their online
advertising campaigns.

Course Scheme :

Teaching Total
Assessment Pattern and Marks
Scheme Credits
Theory Tutorial/ Practical
Total
Internal
University Progressive External Marks
L T P C evaluation
exams Assessment Practical /viva
Practical /viva
(ESE) (PA) Exam(ESE)
Exam(PA)
3 0 2 4 70 30 30 20 150

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 GUJARAT TECHNOLOGICAL UNIVERSITY
BACHELOR OF ENGINEERING SYLLABUS
Subject Code : 3164304
Subject Name : Social Media Analytics

Course Content :
Unit No. of Weightage
Content
No. Hours (%)
1 Introduction to Social Media Analytics (SMA) :
Social media landscape, Need for SMA; SMA in Small organizations;
SMA in large organizations; Application of SMA in different areas.
Network fundamentals and models : 10 25%
The social networks perspective - nodes, ties and influencers, Social
network and web data and methods. Graphs and Matrices- Basic
measures for individuals and networks. Information visualization.
2 Making connections :
Link analysis. Random graphs and network evolution. Social contexts:
Affiliation and identity.
Web analytics tools : 10 25%
Clickstream analysis, A/B testing, online surveys, Web crawling and
Indexing. Natural Language Processing Techniques for Micro-text
Analysis.
3 Facebook Analytics :
Introduction, parameters, demographics.
Analyzing page audience. Reach and Engagement analysis. Post-
performance on FB. Social campaigns. Measuring and Analyzing 10 25%
social campaigns, defining goals and evaluating outcomes, Network
Analysis.
(LinkedIn, Instagram, YouTube Twitter etc. Google analytics.
Introduction. (Websites).
4 Processing and Visualizing Data, Influence Maximization, Link
Prediction, Collective Classification,
Applications in Advertising and Game Analytics (Use of tools like 10 25%
Unity30 / PyCharm)
Introduction to Python Programming, Collecting and analyzing social
media data; visualization and exploration.
Total Hours : 40 100

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 GUJARAT TECHNOLOGICAL UNIVERSITY
BACHELOR OF ENGINEERING SYLLABUS
Subject Code : 3164304
Subject Name : Social Media Analytics

Textbook :
1. Social Media Analytics, Mathew Ganis, Avinash Koihrkar, IBM Press.
2. Social Media Metrics, Jim Sterne, Wiley.
Reference Books :
1. Social Media ROI, Oliver Blanchard, Que Publishing.
2. Digital Analytics for Marketing, Marshall Sponder, Gorah F. Khan, Routledge.
3. Social Media Marketing, Tracy L. Tuten, Michael R. Solomon, Sage.

Course Outcomes :
RBT
No. Course Outcomes
Level*
1 Business Environment and Domain Knowledge. RM
2 Critical thinking, Business Analysis, Problem Solving and Innovative Solutions. RM, AP
3 Global Exposure and Cross-Cultural Understanding. AN
4 Social Responsiveness and Ethics. EL
5 Effective Communication. AN, CR
6 Leadership and Teamwork. AP, EL
*RM: Remember, UN: Understand, AP: Apply, AN: Analyse, EL: Evaluate, CR: Create
Suggested Course Practical List :
Students should analyze the social media of any ongoing campaigns and present the findings
List of Laboratory/Learning Resources Required :
 Software: Anaconda Distribution (https://www.anaconda.com/)
 Software: Pycharm (https://www.jetbrains.com/pycharm/features/scientific_tools.html)
 https://gameanalytics.com/blog/best-tools-for-mobile-game-developers/
 https://www.ibm.com/in-en/topics/social-media-analytics
 https://netbasequid.com/blog/what-is-social-media-analytics-why-is-it-important/
 https://buffer.com/library/social-media-analytics-tools/
Other Resources/MOOCs :
 https://www.futurelearn.com/courses/social-media-analytics
 https://www.coursera.org/learn/social-media-analytics-introduction
 https://www.classcentral.com/course/social-media-analytics-introduction-6916
 https://www.my-mooc.com/en/mooc/social-media-data-analytics/

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