Network analysis and social CRM

Module title:

Network analysis and social CRM

Module overview:

This module students will learn network analysis and analysis of social networks with the application of the CRM system, focusing on social CRM.
The objectives of this module are to enable students to:
• analyse and evaluate social networks,
• critically assess the main social CRM functions
• apply tools and methods for social network analysis
• evaluate, interpret and present results of network analysis.

Linking the social network analysis method to social CRM significantly increases the usability of our own resources in communication and improving relationships with both existing and potential customers. The premises of the module are to demonstrate to students the usefulness of products obtained through the methods of social network analysis applied on data collected by social CRM at all levels within a business entity including marketing, finance, development, research.
Transferable skills acquired through this module will make an excellent addition to the core marketing skills developed through other modules and they will contribute significantly to students’ development as complete business professionals. Module will prepare them both as practitioners and experts.

Literature:

Essential reading:
1. Scott, J. (eds) and Carrington, P. J. (eds.) (2011) The SAGE Handbook of Social Network Analysis, 1st edn, Thousand Oaks, CA: SAGE Publication

Recommended reading:
1. Borgatti, S. P., Everett, M. G. and Johnson, J. C. (2018) Analyzing Social Networks, 2nd edn, London: SAGE Publication
2. Science Direct (2021) Social Network Analysis [Online]. Available at: https://www.sciencedirect.com/topics/social-sciences/social-network-analysis (Accessed: 12 May 2021)

Further reading:
1. Carrington, P. J. (eds) and Scott, J. (eds) (2005) Models and Methods in Social Network Analysis, Cambridge: Cambridge University Press
2. Jackson, M. O. (2020) The Human Network: How Your Social Position Determines Your Power, Beliefs, and Behaviors, New York, NY: Pantheon Books
3. NEO4J (2021) neo4j blog [Online]. Available at: https://medium.com/neo4j (Accessed: 12 May 2021)