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Unit information: Social Media and Web Analytics in 2021/22

Unit name Social Media and Web Analytics
Unit code EFIMM0139
Credit points 20
Level of study M/7
Teaching block(s) Teaching Block 2 (weeks 13 - 24)
Unit director Dr. Higgs
Open unit status Not open




School/department School of Management
Faculty Faculty of Social Sciences and Law

Description including Unit Aims

The rise of internet, website applications and social media has changed the world. The rapid and vast adoption of these technologies is changing nearly every aspect of people’s daily life. To compete with rivals in the digital future, web/social media data is the key for the business data analysts to unlock valuable customer insights. This proposed unit aims to provide students with practical understanding of using data mining platforms, tools and analytics techniques to collect, monitor, analyse and interpret massive amounts of web/social media data. This unit give students the opportunity to use the results obtained from the web/social media analytics to extract useful patterns, gain insight into market expectations, enhance business intelligence and improve customer engagement.

The overall aims of this unit are to:

  • Compare the traditional analysis approach with the web/social media analytics.
  • Discover the potential challenges and opportunities in adopting web/social media analytics.
  • Introduce the key concepts, metrics, analysis approaches and computing software tools in the process of gathering and analysing data from website or social network.
  • Provide insights into how to efficiently communicate the output from web/social media analytics.

Intended Learning Outcomes

ILO 1-Compare the web/social media data analysis with the traditional methods of consumer/marketing research.

ILO 2-Justify the use of common web/social media metrics.

ILO 3-Apply online tool or computer software for web scraping web/social media data.

ILO 4-Critically evaluate different analysis approaches and tools available for analysing web/social media data.

ILO 5-Develop practical recommendations through web/social media analytics.

Teaching Information

This proposed unit will be delivered in Lectorial, which will combine lectures (10x1 hour) with the tutorials (10x2 hours) that emphasises on the skill development and problem-solving activities. Guest speakers from the industry will be invited to give a lecture or host the relevant tutorials. Before each session, students will be provided with a weekly online resource list with the recommended information of academic journal articles, industrial reports, news or video. Students will also be required to discuss questions and finish certain tasks within an assigned group.

Assessment Information

Formative assessment (ILOs 1-5)

Weekly tasks will be provided to students to aid understanding of key concepts and practice analytical skills. The tasks will be in the format of online tests, short answer questions, and data analysis exercises. Answers and formative feedback will be available for student self-assessment.

Summative assessment (100% weighting, ILOs 1-5)
The summative assessment of this unit will be an individual written report style assignment of 3,000 words (100%). Students will be required to develop an online data analytics report for providing practical recommendations to a chosen company. In this assessment, students will collect, integrate, and prepare web and/or social media data . The adopted analysis approaches will have to be critically evaluated and the managerial relevance should be discussed by engaging with relevant academic and practitioner literature.


If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.

If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. EFIMM0139).

How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours of study to complete. Your total learning time is made up of contact time, directed learning tasks, independent learning and assessment activity.

See the Faculty workload statement relating to this unit for more information.

The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit. The Board considers each student's outcomes across all the units which contribute to each year's programme of study. If you have self-certificated your absence from an assessment, you will normally be required to complete it the next time it runs (this is usually in the next assessment period).
The Board of Examiners will take into account any extenuating circumstances and operates within the Regulations and Code of Practice for Taught Programmes.