MRT493 - Social Media Intelligence and Web Analytics

Outline info
Last revision date Aug 6, 2021 2:30:35 PM
Last review date Aug 6, 2021 2:30:51 PM

Subject Title
Social Media Intelligence and Web Analytics

Subject Description

This course examines social media analytics as the derivation of consumer insights from social commentary. Students apply a variety of techniques and strategies for monitoring user behaviour on social media applications, with an emphasis on applying the analytical concepts and tools of marketing to decisions about segmentation and targeting, branding, pricing, distribution, and promotion. Students experience hands-on application of how to manage multi-ad online campaigns for pay-per-click programs to support social media campaigns.

Credit Status

1 credit (3 units)
Required for BMRK ? Honours Bachelor of Commerce - Marketing

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Discuss the relevance of social media intelligence and web analytics in directing marketing decisions.

2. Identify the importance of measuring and using data gathered from social media intelligence to optimize marketing decisions.

3. Segment online target markets based on social media data sources.

4. Apply analytic techniques to interactive media in direct marketing.

5. Use analytic techniques to design a social media program in support of an integrated marketing campaign?s ROI goals.

Essential Employability Skills

    •  Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

    •  Respond to written, spoken, or visual messages in a manner that ensures effective communication.

    •  Apply a systematic approach to solve problems.

    •  Use a variety of thinking skills to anticipate and solve problems.

    •  Analyze, evaluate, and apply relevant information from a variety of sources.

    •  Show respect for diverse opinions, values, belief systems, and contributions of others.

    •  Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

    •  Manage the use of time and other resources to complete projects.

    •  Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.


Topic Outline

  • Introduction to social media and social networks 
  • Social network analysis: measuring, mapping and modelling collections of connections 
  • Targeting customers – using data to find your customer
  • Online social intelligence – extracting signal from noise
  • Friends, fans, and followers – determining their worth
  • Influence – finding it and measuring it
  • Scorecarding – collecting and understanding social media data
  • Advanced social analytics – implementation and monitoring scorecards
  • Content creation and content tracking
  • Convergence – mashing up data from different sources

Mode of Instruction
A variety of instructional techniques may be used, including lectures, seminars, guest speakers, software demonstrations, collaborative discussions, wikis, problem-based learning, simulations, article review, videos, in-class activities, presentations, online/hybrid delivery and group discussions.  

Prescribed Texts

*There are no prescribed texts. A list of articles, blog posts, and hyperlinks will be posted and updated throughout the semester.

Other materials may need to be acquired, or will be provided by the instructor.

Reference Material

Required Supplies
Computer lab equipped with the software applications used in this course.

Student Progression and Promotion Policy
To obtain a credit in this subject, a student must:

  • Average of 50% or better for the two tests.
  • 50% or better on the overall course.

Grading Policy

A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices. (

Modes of Evaluation



Group Project




Professionalism: All students are expected to demonstrate professionalism as outlined in the document, “Marketing Programs: Guidelines and Policies on Professionalism” (provided).  The final grade in the course may be impacted as described therein.

Approved by: Chris Mccracken