Progress Magazine Annual Report 2011 - Eller College of ...
Progress Magazine Annual Report 2011 - Eller College of ...
Progress Magazine Annual Report 2011 - Eller College of ...
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innovations<br />
building social<br />
media intelligence<br />
undergraduate course<br />
uses business intelligence<br />
to understand social media<br />
See the animation<br />
<strong>of</strong> the Egyptian<br />
Revolution spread<br />
via Twitter by<br />
scanning the<br />
QR code.<br />
Daron Shade Photo<br />
“Recruiters are looking for<br />
employees with expertise<br />
in social media and<br />
business intelligence,”<br />
said McClelland Pr<strong>of</strong>essor<br />
<strong>of</strong> MIS Sudha Ram.<br />
Ram already teaches a<br />
master’s level course that<br />
gives students hands-on<br />
experience putting<br />
business intelligence<br />
theory to work for large<br />
and small businesses and<br />
non-pr<strong>of</strong>it organizations.<br />
The success <strong>of</strong> that course<br />
has fueled demand for a<br />
similar <strong>of</strong>fering for<br />
undergraduates students.<br />
MIS 496A-002: Web and<br />
Social Media Analytics<br />
is an interdisciplinary<br />
course open to all<br />
UA undergraduates.<br />
“This course will give<br />
students the opportunity<br />
to apply business intelligence<br />
techniques with<br />
social media tools to gain<br />
insights into emerging<br />
social media phenomena,”<br />
Ram said.<br />
Ram said the proliferation<br />
<strong>of</strong> social media has<br />
provided huge volumes<br />
<strong>of</strong> data that can shed light<br />
on the emerging social<br />
media technologies and<br />
their utility. She pointed<br />
to an animation that<br />
researchers developed to<br />
illustrate how this year's<br />
Egyptian Revolution<br />
unfolded online via Twitter,<br />
a network in motion.<br />
Ram’s class will focus on<br />
real-world projects for<br />
local non-pr<strong>of</strong>it and small<br />
businesses. First student<br />
teams will collaborate with<br />
client organizations to<br />
develop and run online<br />
marketing campaigns<br />
using Google AdWords.<br />
In the second project,<br />
students will use an<br />
open-source s<strong>of</strong>tware<br />
package for visualizing<br />
and analyzing large<br />
networks or graphs<br />
to map and measure/<br />
analyze relationships<br />
between people, groups,<br />
organizations, computers,<br />
URLs, and more.<br />
“The students will be using<br />
social media including<br />
Foursquare, Facebook,<br />
and Twitter, but that’s just<br />
one part <strong>of</strong> the equation,”<br />
Ram added. “What the<br />
class will do is give them<br />
the analytical tools they<br />
need to understand large<br />
amounts <strong>of</strong> data and<br />
provide actionable<br />
business insights.”<br />
12<br />
www.eller.arizona.edu n the university <strong>of</strong> arizona ®