Digital and Social Media Business Applications

Digital and Social Media Business Applications co-major (available as second major only for students in Kelley)

This co-major provides a blend of conceptual and analytical approaches that will engage students in critical thinking as well as data-driven decision-making on this important topic. Four broad areas are emphasized:

Provide students the conceptual background and tools underlying search engine optimization, search engine marketing, online advertising, web analytics, email marketing, and social media

Enable students to develop hands-on skills in using different data sources to make business decisions for customer acquisition, targeting, and relationship management

Introduce students to tools for leveraging network resources and using large data sets for social network analysis, sentiment analysis, and web analytics

Provide exposure to the legal, privacy and ethical issues with respect to data gathered in the digital and social media environment