82180 - New Media Laboratory

Learning outcomes

By the end of this course students are able to: - learn how to collect and analyze social media and digital commerce data; - master the metrics for assessing the effectiveness of social media strategies; - understand the strategic aspects of social media and digital commerce analytics.

Course contents

Introduction to Digital Marketing

Search Advertising

Display Advertising

Creator Economy

Social Media Management

E-commerce Retargeting

Targeting Strategy Design

Algorithmic Pricing

Readings/Bibliography

Course material - including lecture slides, datasets, and exercise files - will be available on Virtuale.

The course also incorporates a Harvard Business Review (HBR) case study

Teaching methods

The course is based on lectures, case studies, and data exercises.

Assessment methods

Regular attendance and participation are essential to success in this course. Students must attend a minimum of 70% of all scheduled classes.

Attending students are required to submit a series of individual analysis reports in PowerPoint format following each in-class data exercise session. These ongoing submissions will summarize your empirical findings throughout the course. Collectively, these reports must synthesize the exercises conducted across the semester, demonstrating your ability to apply course methodologies to the provided datasets.

Grades for the Individual Analysis Report are determined by the depth of subject knowledge and the level of analytical and critical skills demonstrated.

Non-attending students must take a written exam covering the entire course. The exam will include all material distributed for the course, with the exception of the HBR case study. The duration of the exam is one hour. Evaluation will be based on the correctness, completeness, and rigor of the answers.

Students pass the course with a minimum score of 18/30.

Office hours

See the website of Sungtak Hong