What are you looking for?
There may be texts and bibliography in English, Catalan and/or Spanish.
E10. Analyze and evaluate the role of digital communities and social media in business.
E13. Identify the basic tools of e-Marketing.
E14. Apply the knowledge acquired to the management of digital communities.
E9. Apply technological tools for the use of business resources through Marketing.
G1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.
G2. Be able to innovate by developing an open attitude to change and be willing to re-evaluate old mental models that limit thinking.
T4. Master computer tools and their main applications for ordinary academic and professional activity.
During the first years the student has learned about the use of social media for marketing in a qualitative way. This qualitative knowledge, however, does not help us to work with large social networks where we do not know people but only their data and connections on the network.
The subject studies the formalization of social networks, and the quantitative methods that can be applied to them.
The aim is for students to learn the different types of networks that can be given and to measure their different structural characteristics. Understand how this structure affects the way information is disseminated and helps to form opinions.
The different and current communication disorders are presented as complex phenomena, associated with the loss of confidence in political, media and business actors. The social and psychological factors that explain the belief in non-facts or false information through academic concepts (polarization, third-person effect o echo chambers).
At the end of the course the student must be able to work with social networks from a formal point of view, knowing how to distinguish and identify the types of networks that exist and which metrics can be applied. The student must understand the meaning of current metrics and have a sufficient theoretical foundation to be able to learn and interpret new metrics. The goal is for you to be able to discuss with the company’s data managers what values you want to extract from the data.
Topic 1. Networks from a formal point of view
Modular
Components
Methods of representation
Subject 2. Characterization of the structure of the network
Metrics
Network dynamics
Topic 3. Social Network Analysis (SNA)
Introduction
Measurements in networks
Content analysis
Topic 4. SNA tools
Item 5. Obtaining networks
Item 6. Networked communities
Analysis
Typology
Subject 7. Communicative disorders in the network
Third person effect
Disinformation
Echoes
SE1. Participation in the activities proposed in the classroom and internships in pairs (30%) - Non-recoverable.
SE2. Group work (30%) - Recoverable as a group.
SE4. Content tests Final exam (40%) - (20% mid-term test + 20% final test) - Recoverable.
It is necessary to have a 4 in each of the parts to be able to pass the subject. The student will only be able to retake the part of the content tests. If a group does not reach group work at 4 (or all members fail the subject) they can retake the group work.
DOCUMENTARY. FLAT EARTH. NETFLIX
https://www.youtube.com/watch?v=JkdOwkDE6Ps&ab_channel=ChristianAvalos
Tsvetovat, Maksim, Kouznetsov, Alexander (2011) Social Network Analysis for Startups: Finding connections on the social web. O'Reilly
Hanneman, R., Riddle, M. (2005) Introduction to Social Networks Methods. http://faculty.ucr.edu/~hanneman/nettext/
Easley, David, Kleinberg, John. (2010) Networks, Crowds, and Markets: Reasoning About a Highly Connected World. Cambridge University Press. http://www.cs.cornell.edu/home/kleinber/networks-book/
DOCUMENTARY. THE DILEMMA OF THE NETWORKS. NETFLIX
https://www.netflix.com/es/title/81254224
Han, BC (2022). Infocracy: Digitization and the crisis of democracy. taurus
https://www.casadellibro.com/libro-infocracia/9788430624898/12744104