Marketing Analytics

The research topic of this year is related to Customer Engagement on Social Media. Students are supposed to choose a brand/company of their choice and conduct a social media audit. After introducing the company, an overview of social media activities of the focal brand/company should be given. Then they should conduct a brief literature review about customer engagement on social media, which should be followed by a social media audit. The final submission will be a written social media analytics report (max. 1,500 words).