MGT 661 Marketing Online

This course provides a basic understanding of social network theories and the way they are applied in online marketing. Students will develop this understanding from three aspects: (1) social network theories and marketing theories, (2) the techniques and best practices of online marketing, and (3) social network analysis. The specific topics include the representation of networks and basic concepts of network theories, such as strength of weak ties, centrality, clustering coefficient, small world network. These topics also include online marketing techniques: such as email marketing, search engine optimization, social media marketing, etc. Also students will be expected to conduct quantitative analysis of marketing data, such as MDS, cluster analysis and opinion mining.



Cross Listed Courses

MIS 661


School of Business