August 18, 2022

In this course, students will learn how to analyze social network data and apply the analyses to develop marketing strategies. The course focuses on network concepts, including graph-theoretic fundamentals, centrality, cohesion, affiliations, equivalence, and roles, as well as design issues, including data sampling and hypothesis testing. Theoretical areas covered include embeddedness, social capital, homophily, and network growth. Another focus of this course is on marketing applications of social network analysis, in particular the use of knowledge about network properties and behavior, such as hubs and paths, the robustness of the network, and information cascades, to better broadcast products and search targets. After taking this course, students should be able to statistically analyze and describe large scale networks, model the evolution of networks, and apply the network analyses to marketing research.