Social Networks

(Elective Course)

Social networks have come to play an increasingly important role in shaping consumer behavior and marketing practice. This course will introduce social network theory and analysis with an emphasis on applications to IMC processes. The goal of the course is to provide you with fundamental knowledge and skills to design and evaluate network-based marketing strategies and interventions.

Our lectures will cover key issues related to

1. Online and offline networks
2. Diffusion and contagion
3. Social capital
4. Influencer and community detection
5. Basic network measures
6. Network data collection, preparation and visualization
7. Hypothesis testing for network data

You will apply social network theory and analysis through individual assignments and a research project. This course will introduce several software tools, such as UCINET, Gephi and NodeXL.