Social Media and Analytics


Fredric Kropp would like input on incorporating social media and analytics into an MBA Marketing Research class

I have been teaching the MBA Marketing Research course for more than 15 years. I’ve used some of the major books: Aaker et al; Churchill and Iacobucci, Zikmund and Babin; Hair et al; and Kumar; all good books in their own way. My approach has always been project based with outside clients.

Although the course includes statistical techniques (e.g., ANOVA, regression, factor analysis and scale development to name a few) I feel a bit like a dinosaur when it comes to social media and analytics. I’ve been learning about social media on the fly and have taken a course on analytics from a Google partner. I try to incorporate them but can only do so on a surface level. [A quick aside, I made a trip to Cisco a few months ago and saw some of how they use social media as a part of their marketing research and was “blown away.”]

I am looking at a course redesign. I looked at some syllabi on Google but my initial search, albeit a quick one, did not show syllabi that really make social media and analytics an integral part of the course. I would be interested in how others incorporate social media and analytics into their courses. What materials do you use? I will post a response on ELMAR on what people tell me.



Fredric Kropp, PhD
Professor of Entrepreneurship, Creativity and Innovation
Chair, Fisher International MBA Program
Monterey Institute of International Studies
460 Pierce Street
Monterey, CA 93940
See the invisible, capture the intangible, do the impossible


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