This module examines the concept of digital dialogue within social media and marketing, exploring its theoretical foundations, methodological challenges, and practical implications for research. Learners will gain insight into how dialogue shapes consumer-brand interactions and discover analytical approaches for studying digital conversations. The module also introduces step-by-step methods for identifying and analyzing dialogic exchanges in online environments.

This module introduces key techniques for collecting and analyzing emotion and sentiment data in digital environments. Learners will explore various data collection methods, understand the challenges of sentiment analysis, and review popular automated tools used in management research. By the end, participants will be equipped to critically assess and apply emotion analysis approaches in real-world contexts.

This module explores how ideas, behaviors, and content spread through online networks, drawing on historical and contemporary examples of social contagion and virality. Learners will investigate the psychological, social, and algorithmic factors that drive viral phenomena and examine strategies used to maximize content reach. The module also considers the evolving impact of social media on information dissemination and societal trends.

This module introduces the fundamentals of eye tracking as a tool for analyzing visual attention and cognitive processing in social media contexts. Learners will explore theoretical frameworks, key measurement techniques, and visualization methods, as well as emerging research directions in this rapidly evolving field.

This module explores global patterns of social media usage, the defining features of major platforms, and the geopolitical factors shaping their adoption across different regions. Learners will gain insights into the classification of social media platforms and the challenges of conducting social media analytics in a global context.

This module explores the rapid evolution of China's digital economy, focusing on the rise of e-commerce and m-commerce platforms such as Taobao, Tmall, and WeChat. Learners will examine the cultural, technological, and economic factors that have shaped China's unique digital retail landscape and consider the implications for global marketers. Key topics include the commercialization of Singles' Day, the mobile payments revolution, and the emergence of super apps.

This module explores how social media data can be leveraged to inform and enhance digital placemaking strategies. Learners will discover key concepts such as place attachment and social cohesion, and gain hands-on experience with tools like CrowdTangle, Twitter Academic Track, and NodeXL for analyzing and visualizing social media data in community contexts.