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Naslovnica

Network analysis and social CRM

  • Predavanje 30
  • Vježbe 30
  • Samostalni rad 60
Ukupno 120

Naziv predmeta

Network analysis and social CRM

Tip predmeta

Elective

Oznaka predmeta

21-04-517

Semestar

4

ECTS

4

Nastavnici i suradnici

Sadržaj i cilj

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.

Literatura

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)


Minimalni ishodi učenja

  • Argumentirati odabranu razinu analize mreže sukladno uvjetima.
  • Protumačiti mrežu i mjere centralne tendencije zadane društvene mreže.
  • Procijeniti važnost mjernih podataka i subjekata sa specifičnim značajkama.
  • Pregledati primjenu tradicionalnog sustava CRM i sustava socijalnog CRM u određenom poslovnom i društvenom kontekstu.
  • Analizirati društvene mreže uporabom optimalnog softverskog paketa i funkcionalnosti za socijalnu analizu.

Željeni ishodi učenja

  • Rangirati društvene mreže prema složenosti distribucije povezivanja.
  • Izračunati i objasniti mjerne podatke zadane društvene mreže.
  • Istražiti strukturu utjecaja na društvenoj mreži s malim brojem subjekata izračunavanjem mjere centralne tendencije.
  • Prikupiti i obraditi podatke pomoću profila na društvenim mrežama poštujući zakonske i etičke norme.
  • Protumačiti i sintetizirati rezultate s obzirom na pitanje, cilj ili zadatak.
Preuzmi vodič za studente
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