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Syllabus || SNS Courseware
Subject Details
Dept     : MBA
Sem      : 3
Regul    : 3
Faculty : Ms.S.Beena Devi
phone  : 9940841517
E-mail  : beenadevi.s.mba@snsct.org
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Syllabus

UNIT
1
INTRODUCTION TO CYBERSPACE 

Evolution of Online Communities - History and Evolution of Internet and Cyberspace- Online Media vs. Traditional Media - Website Users and Purpose of Using the World Wide Web - Understanding the World Wide Web: Strong and Weak Ties – Influencers - How Ideas Travel – Viralness - Social Theory and Social Media - Technological Determinism in Social Media.

UNIT
2
WEB ANALYTICS

Web  Analytics  -  Present  and Future,  Data Collection  -  Importance and  Options, Overview of Qualitative Analysis, Business Analysis, KPI and Planning, Critical Components of a Successful Web Analytics Strategy, Web Analytics Fundamentals, Concepts, Proposals & Reports, Web Data Analysis.

UNIT
3
WEB SEARCH ANALYTICS

Search   Engine   Optimization   (SEO),   Non-linear   Media   Consumption,   User   Engagement, User generated Content, Web Traffic Analysis, Performing Internal Site Search Analytics, Measuring SEO Efforts, Analyzing Pay Per Click (PPC) Effectiveness.

UNIT
4
MOBILE ANALYTICS

Science of Mobile Media - The Viral Impact of Mobile Media - The Basics of Tracking Mobile Media - Mobile Media Analytics- Insights Gained From Mobile Media- Customized Campaigns for Mobile Media, Analytics with Mobile Apps, Current Trends and Future Scope of Mobile Analytics.

UNIT
5
TEXT ANALYTICS

Converting Text from Files into Statistical Data - Counting, Types and Tokens, N-grams - Sentiment Analysis - Tagging and Parsing Text - Text Analytics for E-commerce - Text Analytics in Social media - Chatbots, Voice assistants, Translation Analytics - Application of  Text Analytics in Various Domains.

Reference Book:

Ric T. Peterson (2004).Web Analytics Demystified, Celilo Group Media and Café Press. Shrivastava, K. M.  (2013). Social Media in Business and Governance, Sterling Publishers Private Limited. Avinash Kaushik (2007). Web Analytics - An Hour a Day. Wiley Publishing. Subodha Kumar, Liangfei Qiu (2021). Social Media Analytics and Practical Applications: The Change to the Competition Landscape (1st Ed.). CRC Press. Dr. Saroj Kumar, Tripti Singh Chowdhury (2022). Social Media And Web Analytics. Thakur Publications.

Text Book:

TakeshiMoriguchi (2019). Web Analytics Consultant Official Textbook (9th Edition). Web Analytics Consultants Association. Struhl, Steven M. (2015). Practical text analytics : Interpreting text and unstructured data for business intelligence, London ; Philadelphia : Kogan Page.