Developing a Work‐Ready Social Media Marketing Analytics Course: A Model to Cultivate Data‐Driven and Multiperspective Strategy Development Skills

Yuna, Kim

doi:10.1111/dsji.12175

Cited by 8 publications

(27 citation statements)

References 35 publications

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“…Developing technical skills is important, but it is equally important to integrate marketing concepts and theories into the course design (Duffy and Ney 2015 ; Muñoz and Wood 2015 ). The ultimate goal is to develop “transferable skills” that allow students to apply the marketing concepts, regardless of the specific analytic platform they utilized in the classroom (Kim 2019 ).…”

Section: Discussionmentioning

confidence: 99%

“…The four phase project-based learning methodology described in this article is designed with this theoretical and practical balance in mind. The technology enables the efficient completion of the social media analytic steps, however the higher-level learning objective is to teach students how to confidently and comprehensively use social media data to develop insight-driven, customer-centric, marketing strategies that are informed by the self-identified needs and preferences of consumers (Kim 2019 ).…”

Section: Discussionmentioning

confidence: 99%

“…Marketing analysts are increasingly asked to straddle the art and science elements of the marketing profession. That is, they need to be able to analyze social media data and convert insights into business knowledge and data-driven marketing actions (Bal et al 2015 ; Kim 2019 ). In particular, many digital marketing analysts are expected to develop the following three skills (Hartman 2020 ): “Data strategist” skills where they “bridge the data and marketing” functions and understand how data can be used to meet business objectives and improve performance.…”

Section: Integrating a Social Listening Platform Into A Marketing Analytics Course Designmentioning

confidence: 99%

“…Given this increase in demand for multi-disciplined marketing analysts and the rapid, ongoing change that exists in the digital marketing landscape, it is important that the course design leverages academic and practitioner insights (Liu and Burns 2018 ; Reibstein et al 2009 ). The course design should “balance theoretical concepts and the development of practical skills” (Kim 2019 ). The course should also integrate topics in both social media data analysis and marketing strategy development (Kim 2019 ).…”

Section: Integrating a Social Listening Platform Into A Marketing Analytics Course Designmentioning

confidence: 99%

“…The course design should “balance theoretical concepts and the development of practical skills” (Kim 2019 ). The course should also integrate topics in both social media data analysis and marketing strategy development (Kim 2019 ). This will help marketing students to further develop data-driven marketing skills that allow them to effectively use social media insights to solve present day marketing problems.…”

Section: Integrating a Social Listening Platform Into A Marketing Analytics Course Designmentioning

confidence: 99%

See 4 more Smart Citations

Performing social media analytics with Brandwatch for Classrooms: a platform review

McGuirk

2021

J Market Anal

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As consumer’s consumption of digital media and usage of social media platforms continues to grow, businesses have been searching for new ways to track, analyze, and measure this online consumer behavior to support a diverse set of business functions such as marketing, customer support, and customer experience management. Given the heightened interest in social media analytics in the business community, educational institutions have also been interested in identifying new ways to introduce emerging social media analytics concepts and practices to their students. One category of social technologies that is specifically used to perform this type of analysis is social listening platforms. Brandwatch (recently acquired by Cision Ltd.) has created one of the leading social listening platforms. They also offer a version of this platform for educators named Brandwatch for Classrooms . This article provides an overview of the key features and capabilities of the Brandwatch for Classrooms platform, as well as numerous suggestions for incorporating the platform in marketing analytics undergraduate and graduate courses. The goal is to provide educators with practical information about social media analytics and guidance on successfully integrating social listening platforms in their course design.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Integrating a Social Listening Platform Into A Marketing Analytics Course Designmentioning

confidence: 99%

Section: Integrating a Social Listening Platform Into A Marketing Analytics Course Designmentioning

confidence: 99%

Section: Integrating a Social Listening Platform Into A Marketing Analytics Course Designmentioning

confidence: 99%

See 3 more Smart Citations

Performing social media analytics with Brandwatch for Classrooms: a platform review

McGuirk

2021

J Market Anal

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Performing web analytics with Google Analytics 4: a platform review

McGuirk

2023

J Market Anal

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Analytics for all marketing majors: sparking interest in the uninterested

Dingus,

Black,

Flink

2024

J Market Anal

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Marketing analytics has an impact on the role of every marketer in some way. However, faculty members often face challenges when recruiting students for courses focused on analytics, and many marketing students tend to avoid quantitative courses due to fear and hesitation. The lack of marketing pedagogy with classroom activities designed to help educators showcase marketing analytics as engaging, interesting, and practical adds to the problem. To meet this need, this paper presents a classroom activity focused on building interest in marketing analytics, designed to be completed in a single-class period in any marketing course by any instructor, regardless of expertise in analytics. Administered in four different marketing courses at three universities, results show that students experienced a significant increase in their awareness of, interest in, and excitement for marketing analytics. Students also experienced a significant decrease in how intimidating they perceive analytics to be. Qualitative comments provide more detail related to fears or hesitations that were lessened by the course activity. Overall, the results support that this activity provided students with a significant increase in their awareness of, interest in, and excitement for marketing analytics.

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Developing a Work‐Ready Social Media Marketing Analytics Course: A Model to Cultivate Data‐Driven and Multiperspective Strategy Development Skills

Cited by 8 publications

References 35 publications

Performing social media analytics with Brandwatch for Classrooms: a platform review

Performing social media analytics with Brandwatch for Classrooms: a platform review

Performing web analytics with Google Analytics 4: a platform review

Analytics for all marketing majors: sparking interest in the uninterested

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