Journalism and communication - media research: Consumer behavior and marketing research on social media platforms
Since the early 21st century, the channels and ways people get news and information have grown exponentially and become more diverse and influential. Digital and social media play an important role in guiding what information we receive and how we access, process and share that information. Network media not only has an impact on our community environment, but also is closely related to our lives and values. The information and images disseminated online can affect people's work lives, social interactions, and even their emotional well-being.
The information disseminated by social media in particular has a huge impact, so we must learn how to:
‘Marketing’ refers to the process by which an enterprise discovers or excavates the needs of prospective consumers and makes them understand the product and then buy it. In classic business management courses such as MBAs and EMBAs, marketing is often an important module of management and education for managers. Marketing is an activity, process and system that brings economic value to customers, clients, partners, and the whole society in the process of creating, communicating, disseminating, and exchanging products.
In this course, we will cover some basic communication theories for understanding digital, social, and mobile media marketing. After several weeks of content, students will develop ideas for conducting their own research in the field. We will practice defining a research question, proposing a research design, and will begin collecting and analyzing data to answer the question.
High school/College students
Suitable for students of marketing, advertising, media, digital media, communication, sociology or for those students who want to study related majors.
University of Cambridge
Professor Patrick completed his postgraduate work at Oxford University, studying social theory under Rom Harre. He then joined the Sociology department at Cambridge University. His recent research on the sociology of intellectuals has been funded by a variety of institutions, including the British Academy, the European Research Council and the Leverhulme Trust. His books have been translated into more than 10 languages. Professor Patrick Baert is editor-in-chief of the International Journal of Politics, Culture and Society (Springer) and has also held editorial posts at The European Journal of Social Theory, Journal of Classical Sociology, Contemporary Sociology and Distinction. He has held visiting appointments around the world, including at the University of Cape Town, L 'Universite de Paris I Pantheon Sorbonne, Humboldt University Berlin, Brown University, University of British Columbia, University of Concepcion in Chile, London School of Economics and Political Science, and Sciences Po in Paris.
The University of Cambridge is a collegiate public research university in Cambridge, United Kingdom. Founded in 1209 and granted a royal charter by King Henry III in 1231, Cambridge is the second-oldest university in the English-speaking word and the world's fourth-oldest surviving university. The university grew out of an association of scholars who left the University of Oxford after a dispute with the townspeople. The two "ancient universities" share many common features and are often referred to jointly as "Oxbridge".
Cambridge is formed from a variety of institutions which include 31 semi-autonomous constituent Colleges and over 100 academic departments organised into six schools. As of 2019, Cambridge is the top-ranked university in the United Kingdom according to all major league tables. It is a member of numerous associations and forms part of the "golden triangle" of English universities. The university has educated many notable alumni, including eminent mathematicians, scientists, politicians, lawyers, philosophers, writers, actors, monarchs and other heads of state. As of October 2019, 120 Nobel Laureates, 11 fields Medalists, 7 Turing Award winners and 14 British Prime Ministers have been affiliated with Cambridge as students, alumni and faculty or research staff. University alumni have won 194 Olympic medals.
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