Study Guide

Objective

After completing the course, the students can
- understand the significance of emotions in social media discussions for business
- analyse interaction in social media
- apply analysed information in business development

Content

- consumer in social media
- the emotional relationship between the consumer and the brand
- a company as an object of emotions in social media (incl. brand romance, word of mouth, emotional intelligence, halo effect, groundwell)
- sentiment tools and the IPA model for analysing emotions

Materials

Reading list in ITSlearning

Teaching methods

Course is 100% online and instruction language is English but the final output (= report) can be done in Finnish.

MON 5th SEP 2022 at 9-16 Kick-off meeting.
Pre-assignments assignments will be opened for you min 1 week before the meeting.

Mainly independent & self-directive learning
Collaborative asynchronous discussions with other students on discussion forums

Teacher participates in the discussions and the students can contact her individually to get support for the analysis.
Moreover, voluntary office hours are offered every second week and the timetable and zoom-link is available in Itslearning.

Exam schedules

no exam

Completion alternatives

-

Student workload

Introduction to the theme and sentiment analysis (discussion on discussion forum+ reading list)
- Designing and implementing sentiment analysis for your own organisation (or other institution, brand etc.)
- Reporting results and suggestions how these results could be used in business.

Both activity in discussions and interaction between theories and practise in the final output & visibility of the analysis process will be assessed.

Content scheduling

- consumer in social media
- value creation
- sentiment tools and the IPA model for analysing emotions
- emotional relationship between the consumer and the brand
- company as an object of emotions in social media (incl. brand romance, word of mouth, emotional intelligence, halo effect, groundswell)

Evaluation scale

H-5

Assessment criteria, fail (0)

* Quantity: Assignments are not completed to an acceptable level
* Quality: The minimum learning objectives are not met (see course description)

Assessment criteria, satisfactory (1-2)

* Research, thinking, communication and reflection are acceptable
* Appear to grasp theory and have made a start in showing its applicability

Assessment criteria, good (3-4)

* Research, thinking, communication and reflection are good
* General understanding of theory and application in real-life context

Assessment criteria, excellent (5)

* Mastery of theory and penetrating insights in real-life context
* Outstanding research, thinking, communication and reflection

Qualifications

Basic business studies