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Eller College Home > Our Stories > Beyond the Classroom > Undergrads Apply Business Intelligence to Social Media

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Beyond the Classroom: Undergrads Apply Business Intelligence to Social Media

Student visual resumeMS MIS student Andrew Nolan created a resume comprised of visual elements.

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February 2012

By Kelsey Wagner
Eller Marketing '12

Corporate marketers know they must be on social media like Facebook and Twitter. The big question is how to use social networks to better market and actually generate revenue for organizations.

This fall, McClelland Professor of MIS Sudha Ram offered a new course to teach students just that: Business Intelligence: Web and Social Media Analytics.

Ram’s course consisted of two main projects. The first required students to implement an online marketing campaign for a local business using Google AdWords and Google Analytics. The second taught students about social network analysis techniques to map and measure relationships and flows between people, groups, organizations, computers, URLs, and more. While completing these two projects, the class learned about using Facebook and Twitter as marketing tools and tracking web performance, as well as how to market themselves. Ram also exposed the students to new technologies, such as Quick Response Codes, and software packages such as GEPHI to visualize and analyze networks constructed from collected data.

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