AY: 2020/21
CIS7029 Social Media Analytics for Business
Credit Value: 20
Module Leader: Dr Esyin Chew
Assessment Brief
Assessment Title: The Research Paper on
Social Media Analytics for Business in technology, education or hospitality
WRIT1
Contents
Assessment Component / Weighting: e.g. WRIT1 50% 3
Assessment Requirements / Tasks 3
Referencing Requirements (Harvard) 6
Learning Outcomes
This assessment of a 4,000 word research paper is designed to demonstrate a student’s completion of the following Learning Outcomes:Assignment 1
Demonstrate an understanding of concepts underlying social media analytics and be able to apply them appropriately in business settings;
Critically evaluate and implement specialist technologies to harvest, analyse and visualise “social data” from individuals to corporate perspectives;
Synthesise and apply social analytics and appropriate techniques on social information;
Critically evaluate, design, prototype and implement social media applications and visualization for business story telling.
EDGE
The Cardiff Met EDGE supports students in graduating with the knowledge, skills, and attributes that allow them to contribute positively and effectively to the communities in which they live and work.
This module assessment provides opportunities for students to demonstrate development of the following EDGE Competencies:
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ETHICAL |
Critical understanding of the importance of ethical, social, cultural and legal agendas in social media analytics. |
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DIGITAL |
Advanced digital skills for the fourth industrial revolution: social big data harvesting, visualisation and business story telling. |
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GLOBAL |
International horizon and benchmarking for social media analytics corporate specialist software (Tableau) and Python programming knowledge. The assessment involves creating online Tableau visualisations on Tableau’s cloud system to be shared with the world and as a continued portfolio for students. |
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ENTREPRENEURIAL |
Use students’ creativity to solve business and/ or public problems and spot social media entrepreneurship opportunities. The in-depth social media skills and Tableau Public visualisations are parts of the assessment to develop entrepreneurial characteristics. |
Assessment Requirements / Tasks (include all guidance notes)
There is ONE assessment components you must complete for this module with a total of 100% weighing: Written Research Paper (WRIT1), supported by a zip file of original evidence to construct the research paper.
The chosen subject of the research topic must be around Social Media Analytics of a business of your choice, within the sector of Technology, Education or Hospitality (choose ONLY a business or comparative two businesses in one sector).
The subject of the social data scrapping, results visualisations, analysis and discussion are left for the student to choose. For examples (and not limited to):
You could scrap for keywords related to some educational corporate social data, e.g. Cardiff Met, MIT or any university of your choice on its corporate website and look for students’ experiences or students’ views analytics.
You could scrap for keywords related to some public data on Twitter, e.g. McDonald, KFC, Starbucks or any company of your choice and look for public perceptions, market trends or brand monitoring.
You could scrap customers’ reviews for products data from technological companies, e.g. IBM, Dell or HP for competitor analysis or product review comparison.
You could also harvest overall sentiment towards an international brand or a global company and provide data analytics and visualisations for a business story telling.
Any social media analytics topic of your own choice (within or beyond technology, education or hospitality sector), i.e. the company you worked for is recommended to understand the insights of social data from your work experiences.
Please ensure you discuss your topic with your tutor in the studio/seminar as early as possible before you begin working on it.
You are required to write a 4,000 word (with 10% over/under) research paper based on your practical project for this module. The paper should contain rigorous evidence and references from the primary (your own effort of social data harvesting) and/ or secondary data collection (third-party available dataset or current literatures) you undertook.
Research Rationale and Motivation
As part of practical research in this module and learnt from the weekly studios, you will be harvesting a suitable dataset using the relevant tools, i.e. Tableau, Python, Facebook or Twitter API or third party Tool(s) and extracting relevant information from the results.
Therefore, you should start your paper with the motivation or rationale of your research, especially the business aim of your project. The design and approach of your project such as the reasons for the choice of social web harvesting, scope for strategic or tactical decision making, business values, public interest, marketing campaign, product reviews, branding and marketing, customers’ preferences or other etc.
Research Tools and Methods
You need to discuss your research into suitable tools and/ or APIs and the justification for your choice. Based on this, you should then document the design of your project and show clearly how your research project communicates with any third-party service or API.
Results and Visualisations
You should discuss the results with necessary business or social implications and relate that back to the motivation or rationale of your social media project. Visualisation is very important, so the report should also contain suitable visualisations for your business storytelling out of the social data you collected.
Limitations and Implications
In addition, project limitations and recommendations are desirable.
Conclusion and Appendices
Finally, draw a conclusion with key results to nicely conclude your web harvesting research.
You are encouraged to compare various technical tools and techniques to demonstrate the social media analytics skills you have learnt.
You can implement your social web harvesting research project using any suitable language / technology / third-party tools you see fit. You can hard-code queries or you can provide a suitable front-end where users can enter search keywords. In addition, you can show the results in any suitable form, e.g. tables, various forms of innovative graphs or information overlaid on a map. The final visualisation needs to be published on Tableau Public and include the link and evidences in the paper as Appendixes.
Additional Information
Referencing Requirements (Harvard)
The Harvard (or author-date) format should be strictly used for all references (including images). Further information on Referencing can be found at Cardiff Met’s Academic Skills website.
Assessment Criteria
Submission Details
Please see Moodle for confirmation of the Assessment submission date.
Any assessments submitted after the deadline will not be marked and will be recorded as a Non-Attempt.
Submit the assignment online through Moodle, including
a research paper in Word document (include the Tableau public link, references and appendixes);
a zip folder including final presentation slides and appendixes, such as the source files, e.g. Excel sheets, interfaces or third party tools you used or Python source code.
The assessment must be submitted as a (i) MS Word document and (ii) zip file through the Turnitin submission point in Moodle
Summative feedback for the assessment will be provided electronically via Moodle Grademark Feedback Studio, and will normally be available 4 working weeks after initial submission. The feedback return date will be confirmed on Moodle.
Feedback will be provided in the form of a Tunitin-GradeMark rubric and supported with comments on your strengths and the areas in which you could improve. Guidance on how to access the feedback is published on Moodle module site.
All marks are preliminary and are subject to quality assurance processes and confirmation at the Examination Board.
Further information on the Academic and Feedback Policy in available in the Academic Handbook (Vol 1, Section 4.0)
Marking Criteria for WRIT1
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Mark Range |
Criteria |
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80 – 100 |
An excellent research paper is given that shows evidence of extensive research: brilliant motivation/rationale of the project with an excellent design, discussion of data sources / APIs and justification of choice. A well written, efficient, functional project for Social Media Analytics for Business Research Project has been developed and thorough findings with visualisations and storytelling are evident. Excellent key results with limitations and conclusions are depicted. An excellent research paper presentation is also given and the student demonstrates a brilliant understanding of the implementation, APIs and techniques used. The format and references are at the top end of this band – the work is of publishable quality. |
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70 – 79 |
An excellent academic paper is given that shows evidence of detailed research: brilliant motivation/rationale of the project with an excellent design, discussion of data sources / APIs and justification of choice. A well written, efficient, functional Social Media Analytics for Business Research Project has been developed with clear evidence of findings with visualisations and storytelling. A clear research paper presentation is also given and the student demonstrates an excellent understanding of the implementation, APIs and techniques used. The format and references are excellent with minor typos and errors. |
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60 – 69 |
A very good report is given that shows evidence of detailed research: good motivation/rationale of the project with a detailed design, discussion of data sources / APIs and justification of choice. A well written, functional Media Analytics for Business Research Project has been developed with good evidence of findings with visualisations and storytelling. A clear research paper presentation is also given and the student demonstrates a very good understanding of the implementation, APIs and techniques used. The format and references are very good with some typos and errors. |
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50 – 59 |
A good research paper is given that shows evidence of research: some motivation/rationale of the project with a good design, discussion of data sources / APIs and justification of choice, though these could be expanded upon. A functional Social Media Analytics for Business Research Project has been developed with some evidence of findings with visualisations and storytelling. However, the visualisations and discussion could be enhanced. A good research paper presentation is given and the student demonstrates a good understanding of the implementation, APIs and techniques used. The format and references are good with some typos and errors. |
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40 – 49 |
A basic research paper is given that shows some evidence of research: limited or no motivation/rationale of the project with a basic design, limited discussion of data sources / APIs and justification of choice – these need to be expanded upon. A functional Social Media Analytics for Business Research Project has been developed but there is little to no evidence of visualisations. Only a basic research paper presentation is given and the student only demonstrates a basic understanding of the implementation, APIs and techniques used. The format and references are basic with major typos and errors.
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35 – 39 |
A very basic research paper is given that shows little to no evidence of research: no motivation/rationale of the project with only a very basic design, data sources / APIs and justification of choice. A limited Social Media Analytics for Business Research Project has been developed that does not meet all functional requirements and little to no evidence of testing and visualisations is evident. Only a basic research paper presentation is given and the student demonstrates little to no understanding of the implementation, APIs and techniques used. The format and references are poor with major typos and errors. |
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Under 35 |
Limited or no evidence of research: no motivation/rationale of the project with no design, data sources / APIs and justification of choice is given. No functional Social Media Analytics for Business Research Project has been submitted with no testing and visualisations and no meaningful results produced. No logical or clear research paper presentation is given. The format is very poor and no or little references with major errors. |
Mitigating Circumstances
If you have experienced changes or events which have adversely affected your academic performance on the assessment, you may be eligible for Mitigating Circumstances (MCs). You should contact your Module Leader, Personal Tutor or Year Tutor in the first instance.
An application for MCs, along with appropriate supporting evidence, can be submitted via the following link to the MCs Dashboard
Applications for MCs should ideally be submitted as soon as possible after circumstances occur & at the time of the assessment. Applications must be submitted before the relevant Examination Board.
Further information on the Mitigating Circumstances procedure is available in the Academic Handbook (Volume 1, Section 5)
Unfair Practice
Cardiff Metropolitan University takes issues of unfair practice extremely seriously. The University has distinct procedures and penalties for dealing with unfair practice in examination or non-examination conditions. These are explained in full in the University’s Unfair Practice Procedure (Academic Handbook: Vol 1, Section 8)
Types of Unfair Practice, include:
Plagiarism, which can be defined as using without acknowledgement another person’s words or ideas and submitting them for assessment as though it were one’s own work, for instance by copying, translating from one language to another or unacknowledged paraphrasing. Further examples include:
Use of any quotation(s) from the published or unpublished work of other persons, whether published in textbooks, articles, the Web, or in any other format, which quotations have not been clearly identified as such by being placed in quotation marks and acknowledged.
Use of another person’s words or ideas that have been slightly changed or paraphrased to make it look different from the original.
Summarising another person’s ideas, judgments, diagrams, figures, or computer programmes without reference to that person in the text and the source in a bibliography or reference list.
Use of services of essay banks and/or any other agencies.
Use of unacknowledged material downloaded from the Internet.
Re-use of one’s own material except as authorised by the department.
Collusion, which can be defined as when work that that has been undertaken with others is submitted and passed off as solely the work of one person. An example of this would be where several students work together on an assessment and individually submit work which contains sections which are the same. Assessments briefs will clearly identify where joint preparation and joint submission is specifically permitted, in all other cases it is not.
Fabrication of data, making false claims to have carried out experiments, observations, interviews or other forms of data collection and analysis, or acting dishonestly in any other way.
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