Social Media Analytics

UNIT I Introduction: Foundation for Analytics, Evolution of Data and the Digital Gap,
Social Media Data Sources: Offline and Online, Definition of Social Media, Data Sources in
Social Media Channels, Estimated vs. Factual Data Sources, Public and Private Data, Data
Gathering in Social Media Analytics, Social Media Network Support of Data Collection, API:
Application Programming Interface, Web Crawling or Scraping

UNIT II From Data to Insights: Example of a Single Metric Giving Actionable Insight, An
Example of a Metric Leading to New Questions, Creating a Plan to Shape Data into Insights,
The Planning Stage: Projecting Possible Insights, Analysis of a Social Media Post, The process
of Comparison, Data Aggregation, Calculations and Display, Data Display, Social Media and
Big Data, Potential Challenges

UNIT III Analytics in Social Media: Types of Analytics in Social Media, Analytics or
Channel Analytics, Social Media Listening: Keyword and Mention-Based Analysis,
Demographics, Interests and Sentiment, Advertising Analytics: Focus on Conversions and ROI
of Paid Social Media Campaigns, Conversions: The Key to Digital and Social Advertising,
CMS Analytics: Measuring the Performance of the Content Management Team, CRM
Analytics: Customer Support and Sales via Social Media

UNIT IV Dedicated vs. Hybrid Tools: Common to all Tools, Dedicated Tools, Advantages of
Dedicated Tools, Disadvantages of Dedicated tools, Hybrid Tools, Dedicated Tools with
Hybrid Features, Advantages of Hybrid Tools, Disadvantages of Hybrid Tools, Data Integration
Tools, Advantages of Data Integration Tools, Disadvantages of Data Integration Tools

UNIT V Social Network Landscape: Concept and UX on Social Networks, Features and
Their Strategic Value, Interactivity: How Social is the Network, Content Flow on Social
Network. The Analytics Process: Analysis is Comparison, Investigation beyond Social
Analytics, Shaping a Method: The End Game for an Analyst, The Analysis Circle, Dynamic
Cycles, The Analyst Mindset: Making the Right Questions and Running the Right Experiments
 MINING MASSIVE DATASETS

UNIT I

Statistical Limits on Data Mining: Total Information Awareness, Bonferroni‘s Principle, An

Example of Bonferroni‘s Principle.

Things Useful to Know: Importance of Words in Documents, Hash Functions, Indexes,

Secondary Storage, The Base of Natural Logarithms, Power Laws

UNIT II

Applications of Set Similarity: Jaccard Similarity of Sets, Similarity of Documents,

Collaborative Filtering as a Similar-Sets Problem.

Shingling of Documents: k-Shingles, Choosing the Shingle Size, Hashing Shingles, Shingles
Built from Words.

Locality-Sensitive Hashing for Documents: LSH for Minhash Signatures, Analysis of the
Banding Technique, Combining the Techniques.

UNIT III

Mining Data Streams: The Stream Data Model, A Data-Stream-Management System,

Examples of Stream Sources, Stream Queries, Issues in Stream Processing, Sampling Data in
a Stream, The General Sampling Problem, Varying the Sample Size, Filtering Streams, A
Motivating Example, The Bloom Filter, Analysis of Bloom Filtering

UNIT IV

Link Analysis: PageRank, Early Search Engines and Term Spam, Definition of PageRank,
Structure of the Web, Avoiding Dead Ends, Spider Traps and Taxation, Using PageRank in a
Search Engine, Efficient Computation of PageRank, Representing Transition Matrices,
PageRank Iteration Using MapReduce

UNIT V

Advertising on the Web: Issues in On-Line Advertising, Advertising Opportunities, Direct

Placement of Ads, Issues for Display Ads, The Matching Problem, Matches and Perfect
Matches, The Greedy Algorithm for Maximal Matching, The Adwords Problem, Definition of
the Adwords Problem, The Greedy Approach to the Adwords Problem, The Balance Algorithm
 DATA VISUALIZATION TECHNIQUES

UNIT I

Introducing Data Visualization: Understanding Data Visualization, Recognizing the Traits of

Good Data Viz, Embracing the Design Process, Ensuring Excellence in Your Data
Visualization. Exploring Common Types of Data Visualizations: Understanding the
Differencebetween Data Visualizationand Infographics, Picking the Right Content Type,
Appreciating Interactive Data Visualizations, Observing Visualizations in Different Fields,
Using Dashboards, Discovering Infographics(Text Book 1)

UNIT II

Mastering Basic Data Visualization Concepts Using Charts Effectively: Deciding Which
Charts to Use and When to Use Them. Adding a Little Context: Making Text Useful,
Exploring Text Analysis. Evaluating Real Data Visualizations: Analyzing Data
Visualizationsby Category, Evaluating Data Visualizations(Text Book 1)

UNIT III

Defining an Easy-to-Follow Story board: Business Intelligence Overview, Delving Into Your
Story, Building Your First Storyboard. Developing a Clear Mock-Up: Getting Started with
Your Mock-Up, Building Template Layouts. Adding Functionality and Applying Color:
Recognizing the Human Components, Dipping Into Color. Exploring User Adoption:
Understanding User Adoption, Considering Five UA Measurements, Marketing to Data Viz
Users. (Text Book 1)

UNIT IV

D3.js fundamentals An introductionto D3.js, How D3 works: Data visualization is more than charts,
D3 is about selecting and binding, D3 is about deriving the appearance of web page elements from
bound data, The power of HTML5: The DOM, Coding in the console, SVG, CSS, JavaScript, Data
standards: Tabular data, Nested data, Network data, Geographic data, Your first D3 app(Text Book 2)

UNIT V

Layouts: Histograms, Pie charts, Stack layout, D3.js in the real world.

Complex data Visualization: Hierarchical visualization: Hierarchical patterns, Working with

hierarchical data, Pack layouts, Trees, Partition, Treemaps.(Text Book 2)
 Organizational Behaviour

Unit-I Introduction to Organizational Behaviour

Concept-Nature and scope-Importance of Organizational Behaviour-Key elements of

Organizational Behaviour-Role of managers in Organizational Behaviour-Approaches to
Organizational BehaviourPerspectives of Human Behaviour-Challenges and Opportunities
for Organizational Behaviour.

Unit-II Perceptual Management

Nature-Process of Perception- Organization and Interpretation-Influencing factors- Importance

of Perception in OB - Perceptual Errors- Attitudes and Values –Changes and Behaviour
Modification Techniques-Impression Management.

Unit-III Introduction to Groups and Teams

Meaning –Importance of Groups - Foundations of Group Behaviour –Reasons for Group

formationGroup and Team-Types of Groups-Stages of Group development –Meaning and
Importance of TeamsFactors affecting Group and Team performance-Types of teams-
Creating an effective Team.

Unit-IV Organization Change and Development

Definition and Meaning - Need for change-Forces for changes in Organization-Types of

changeOrganizational Resistance-Strategies overcome Resistance-Process of change-
Meaning and Definition of Organization Development-OD interventions.

Unit-V Organizational Culture and Organizational Stress

Organizational culture: Meaning and Nature of Organizational Culture-Functions-Types-

Creating and maintain Organizational Culture-Managing Cultural Diversity. Organizational
Stress: Definition and Meaning-Sources of stress-Impact of stress on organizations-Stress
Management Techniques.
 Marketing Management

Unit -I

Introduction to Marketing: Market and Marketing, Functions, importance and problems of marketing
– Marketing Environment, Approaches to the study of marketing – Institutional Approach, Commodity
approach, Management approach, systems approach to marketing. Marketing Mix(7 p‘s of Marketing.)

Unit -II

Consumer Behavior and CRM

Meaning and features and Factors influencing Consumer Behavior – Theories of Buying Behavior
(Economic theories – Marshallion model, psychological theories, psycho-analytic theories,
sociocultural theories) – buying decision process - Customer Relationship Management.

Market Segmentation

Market Segmentation – Bases of Segmenting Consumer Market and Industrial Market – Target
Marketing – Product differentiation – Product Positioning.

Unit -III

Product decision: New product development – Product mix – management of product life cycle –
product strategies – product additions and deletions. Branding, packaging and labeling – product
differentiation – planned obsolescence.

Unit –IV Pricing and Channels of distribution:

Pricing: Pricing objectives – Pricing methods – Pricing strategies.

Channels of Distribution: Nature and types of marketing channels – wholesale distribution- retail
distribution – direct marketing – selection of channels, Logistics, Third Party Service providers.

Unit –V

Promotion: Nature and Importance of promotion – promotional methods of personal selling : objectives
and function, Advertising objectives – Message content – media selection – Advertising agency –
Advertising Budgets – Measuring Advertising effectiveness; Sales promotion Techniques – Social
Media Promotion
 Universal Human Values-2

Unit – I

Introduction to Value Education: Value Education, Definition, Concept and Need for Value
Education, Content and Process of Value Education, Basic Guidelines for Value Education, Self
exploration as a means of Value Education, Happiness and Prosperity as parts of Value
Education.

Unit – II

Harmony in the Human Being: Human Being is more than just the Body, Harmony of the
Self (‗I‘) with the Body, Understanding Myself as Co-existence of the Self and the Body,
Understanding Needs of the Self and the needs of the Body, Understanding the activities in the
Self and the activities in the Body.

Unit – III

Harmony in the Family and Society and Harmony in the Nature: Family as a basic unit of
Human Interaction and Values in Relationships, The Basics for Respect and today‘s Crisis:
Affection, Guidance, Reverence, Glory, Gratitude and Love. Comprehensive Human Goal: The
Five Dimensions of Human Endeavour, Harmony in Nature: The Four Orders in Nature, The
Holistic Perception of Harmony in Existence.

Unit – IV

Social Ethics: The Basics for Ethical Human Conduct, Defects in Ethical Human Conduct,
Holistic Alternative and Universal Order, Universal Human Order and Ethical Conduct, Human
Rights violation and Social Disparities.

Unit – V

Professional Ethics: Value based Life and Profession, Professional Ethics and Right
Understanding, Competence in Professional Ethics, Issues in Professional Ethics – The Current
Scenario, Vision for Holistic Technologies, Production System and Management Models.