Analyse your SEA campaign: Online Brand Monitoring & Sentiment Analysis

The objective of the final assignment is to identify how far the current campaign reach out to the consumers (objective 1) and what kind of reaction and feelings that the consumers express towards the campaign (2). Students make recommendations for future campaigns based on their findings.(3)

Description of the course

Online marketing has become more crucial for the success of marketing efforts. It is very important to know the efficacy and reach of our online marketing campaign. In addition, with the rise of social media and the culture of sharing almost everything, consumers can also react and express their opinion about our brand and marketing campaigns. It is also very crucial to know the topic and the feelings that they express in their reaction towards our campaigns. 

In the first part the course introduces a broad array of mechanism and techniques that constitute the paradigm of online marketing. The participants will not only learn the conceptual aspects of online marketing but also get hands-on experience on using several online marketing tools that are in sync with the recent business practices. 

In the 2nd part of the course, the focus is on the analytics part where the participants will learn to collect, clean and analyze online marketing data to get insights on online consumer behavior. Here, the students will work on real challenge from companies to analyze their online presence and how consumers express their feelings towards a brand of the company.

• Study year: Master of Science Students 

• Duration: 2 weeks

• Number of students: 4

• Support: Students will be supported by expert lecturers 

• Deliverables: Online Brand Monitoring and analysis of expressed consumers feelings and sentiment

• Tijdsinvestering onderneming:  +/- 2 hour a week

• Languages students: ENG

• Matchingsfee: 750 euro

• Requirements: Acces to data of former social media campaigns

Examples of challenges:

• Indonesia Tourism Ministry – set up various online (social media) campaign to increase number of visits to Indonesia, especially after the government lift COVID restrictions. Students are assigned to analyze how these campaign reach out to potential tourists and their reaction towards this campaign

• Quatt - an entrepreneurial company based in Amsterdam, produces smart AI driven hybrid warm water boiler. Their system claims to be much more efficient by using computer algorithm to predict consumer needs for warm water. However, this technology is a radical innovation in the warm water boiler industry. Students are assigned to analyze how (potential) consumers react to Quatt (social media) marketing campaign. In particular they are tasked to identify consumer opinion with regard to acceptance and resistance to this new technology.

Apply

You can apply through the website. Choose a title that summarizes your issue in the context of online presence and describe the issue briefly (max. 150 words). Questions? Want to check something beforehand? Please contact Ellen Spithoven at ellen@mkbdigitalworkspace.nl

Planning

• This assignment starts in the week 5 (11 May 2023) with Online Brand Monitoring and ends in week 6 (17 May 2023) with Sentiment analysis and final presentation

• Each team will be assigned one different company from a different sector by the lecturer at the start of week 5.

• Tools used : Brand24.com, Dataminer, Alteryx