HRTM 412 Social Marketing Analytics

Students are introduced to social marketing analytics (SMA) and their influential value for hospitality businesses and society. SMA covers techniques and methods for analyzing the constant flow of information over social networks (e.g. Facebook posts, twitter feeds, foursquare check-ins, Snapchat) seeking to identify, often even in real-time, patterns of information of interest to hospitality business analyst. Students will gain an in-depth understanding of the opportunities, challenges and threats arising by online social media as far as businesses and the society at large are concerned.