大数据与信息传播 Big Data and Information Dissemination

Course
zh
Chinese
20 h
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  • From www.coursera.org
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  • Self-paced
  • Free Access
  • Free certificate
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  • 10 Sequences
  • Introductive Level

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Course details

Syllabus

第一周:  序言 计算机信息技术的变革,是造就数字媒体,改变人、媒介、信息之间关系的核心。

第二周:我们是否认清今天互联网世界的基本结构?解释:社会化媒体及其基础平台,媒体结构性框架、信息传播流动路径。

第三周:我们是否能识别并洞察生存在社会化媒体中的各类人群?分析社会化媒体人群的识别方式、识别工具。

第四周:我们是否能厘清网络社会人群的镶嵌、连接和涌现的规律?分析网络社会人群在不同阶段聚合的方式和规律。

第五周:我们是否能够获知网络人群之间产生互动、对话的缘由?分析互动多寡、情感关系、亲疏程度、互惠行为和最终产生的效果有何必然关联。

第六周:我们是否理解网络口碑的产生、作用及其对社会发展的影响?分析网络口碑产生的内在动因、外在驱动力;以及各类网络口碑的评测工具和评估方法。

第七周:我们是否以APP为例能够理解占据移动互联网入口的独特作用?以手机终端APP为例,分析其应用类别、独特价值;以及APP广告的投放形式、定位、用户分析,以及知识性及交互性。

第八周:我们是否能够区别网络公关和网络营销的本质差别?当代公共传播采用社会化媒体已成常态,解析在线活动策划的基本方法、大数据公关的新要求和新标准。

第九周:我们是否理解移动时代的终端革命:搜索引擎之价值?分析移动搜索入口的演变,移动搜索终端的竞争,桌面搜索和移动搜索终端的竞争;媒体使用者的终端使用习惯与媒体接触习惯。解释搜索引擎在品牌传播、市场推广中的现状与问题、价值与前景。

第十周:课程小结。

 

1st week: Introduction. ITrevolution brings up digital media and transforms the relationship amongpeople, media & information.

2nd week: The fundamentalstructure of web. Social media as a platform, the framework of media, the pathsof messages transition & diffusion.

3rd week: Observation anddiscrimination of the special crowds (communities) living in the words of socialmedia. Introduction of useful methods & tools for identifying onlinecommunities (data analytics).

4th week: Clarifying theprinciples of embedding, concatenation and emergence operations in onlinesociety. Analysis the different stages in the development of community.

5th week: Emotionalrelationships among online crowds. Sentimental analysis in social network.

6th week: Understanding theword-of-mouth in social network; how it is engendered or formed, its dynamics, andits effects in online society, with test tools and estimate methods.

7th week: The unique effectof occupying the entrance in webs. Take APP as case-study to show the values ofthe terminals of mobile phones, the classification of APP, position analysis, the types of putting-on the market, customer analysis and effects,etc. of advertisement. 

8th week: PR vs. Marketingin socialnet. Net is already a popular social stage for modern publiccommunication. Analysis the basic methods for online planning or strategy, thenew standards & criteria for Big Data PR.

9th week: The importance ofsearching engines in the mobile epoch. The evolution of mobile searching, competition in the terminals of mobile searching, the competition in between desk &mobile search engines, users’ habits with media equipment and their effects.The current situation, perspectives and problems with applying search engines inbrand communication, market promotion, etc.

10thweek: Summary and discussion.






Prerequisite

None.

Instructors

  • Shian Cheng 程 士安 - Journalism School

Editor

Founded in 1905, Fudan University is one of China’s leading research universities playing a vital role in the cultural, social and economic development of the country. It is growing into a globally influential university that attracts 35,000 students from across China and 150 countries around the world. The university offers a unique educational experience focused on broad-based, multidisciplinary learning as well as depth of study.

Platform

Coursera is a digital company offering massive open online course founded by computer teachers Andrew Ng and Daphne Koller Stanford University, located in Mountain View, California. 

Coursera works with top universities and organizations to make some of their courses available online, and offers courses in many subjects, including: physics, engineering, humanities, medicine, biology, social sciences, mathematics, business, computer science, digital marketing, data science, and other subjects.

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