Emotions in Business and Social Media (5 cr)

Evaluation scale

H-5

Content scheduling

This course is only for Master´s students.
•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

Objective

After completing the course, the students can
- Understand the significance of emotions in social media discussions from the viewpoint of business
- Analyse interaction in social media
- Apply analysed information in business development

Content

- The 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

Location and time

xxxx

Materials

Jalonen, H., Vuolle, M. & Heinonen, L. (2016). Negatiiviset tunteet positiivinen bisnes. Talentum Pro. Helsinki.
HBR - artikkelit
https://turkuamk.finna.fi/

Teaching methods

Course is 100% online and instruction language is English but the final output can be done in Finnish.
Activities:
•Introduction to the theme and sentiment analysis (discussions based on own experineces and scientific articles)
•Designing and implementing sentiment analysis for some organisation. (contentanalysis of social media discussions and interview)
•Presenting results for the organisation and discussing how these results could be used in business.

Exam schedules

-

Pedagogic approaches and sustainable development

Collaborative discussion online and with colleagues in own organisations, individual reflection.

Student workload

133hrs
sentiment analysis and presentation
own reflection

Evaluation methods and criteria

•activity in discussion in Optima
Final output 80%
•interaction between theories and practise in the final output (40%, teacher and self-evaluation)
•the student is able to use sentiment tools/models
•the student is able to analyse emotions in social media from the business view
•the student is able to communicate these results and discuss how to apply them to bring extra value to business in his/her own organisation. (40%, student´s organisation evaluates)

Further information

This course is only for Master´s students.