This assessment is designed to demonstrate a student’s completion of the following
1. Demonstrate an understanding of concepts underlying social media analytics and be
able to apply them appropriately in business settings (Presentation & Written
2. Critically evaluate and implement specialist technologies to harvest, analyse and
visualise “social data” from individuals to corporate perspectives (Presentation &
3. Synthesise and apply social analytics and appropriate techniques on social
information (Presentation & Written Paper);
4. Critically evaluate, design, prototype and implement social media applications and
visualization for business story telling (Written Paper).
The Cardiff Met EDGE supports students in graduating with the knowledge, skills, and
attributes that allow them to contribute positively and effectively to the communities in
which they live and work.
This module assessment provides opportunities for students to demonstrate development
of the following EDGE Competencies:
ETHICAL Critical understanding of the importance of ethical, social, cultural and
legal agendas in social media analytics.
DIGITAL Advanced digital skills for the fourth industrial revolution: social big
data harvesting, visualisation and business story telling.
GLOBAL International horizon and benchmarking for social media analytics
corporate specialist software (Tableau) and Python programming
knowledge. The assessment involves creating online Tableau
visualisations on Tableau’s cloud system to be shared with the world
and as a continued portfolio for students.
Use students’ creativity to solve business and/ or public problems and
spot social media entrepreneurship opportunities. The Dragons’ Den
assessment is aimed to develop entrepreneurial characteristics.
Assessment Requirements / Tasks (include all guidance notes)
There are TWO assessment components you must complete for this module with a
combined total of 100% weighing. The separate components weigh as follows:
1. Part One: Presentation (PRES1) – 20% weighting
2. Part Two: Written paper on practical project (WRIT1) – 80% weighting
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Presentation (PRES1) – 20% weighting (500 word equivalent)
You will be required to deliver a three minute Dragons’ Den in Week 8-10 in your seminar
sessions with your tutor and dragons (selected peers by tutor).
You will play a role of a “social media entrepreneur” with only three minutes to pitch your
“Social Media Analytics for Business” ideas to the “dragons” (selected peers by your tutor),
pretending multimillionaires who are willing to invest their own cash to kick-start the
business. After each pitch, the Dragons have the opportunity to ask questions about your
social media analytics proposal. The times will be strictly managed: A 3 minute presentation
followed by 2 minutes Q&A.
You will specifically be required to present the:
Aims and objectives of your proposed social media analytics for business
The project background (current problem statements, project motivation and etc.)
Your initial design of how your social media analytics research project for business
will be conducted
Discussion on the initial results and visualisation obtained (if applicable).
The proposed project scope, initial designs and any work-in-progress (i.e. third-party
tools / APIs / code demo can also be presented)
Importantly, the “so what” insights of the business story telling must be presented –
i.e. the value for money of your business pitch!
The subject of the social data scrapping and the results analysed are left for the student to
choose. For examples (and not limited to):
You could scrap for keywords related to some corporate data, e.g. KFC, Tableau or
any company of your choice on its corporate review website and look for customers’
experiences or customers’ views analytics.
You could scrap for keywords related to some public data on Twitter, i.e. McDonald,
Starbucks or any company of your choice and look for public perceptions, market
trends or brand monitoring.
You could scrap customers’ reviews for products data from Asda, Tesco, Amazon, or
any online shop for competitor analysis or product review comparison.
You could harvest overall sentiment towards an international brand or a global
company and provide data analytics and visualisations for a business story telling.
Any social media analytics topic of your own choice, e.g. the company you worked
Please ensure you discuss your topic with your tutor in the studio/seminar as early as
possible before you begin working on it.
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Written paper on practical project (WRIT1) – 80% weighting due in Week 11
You are required to write a 3,500 word (with 10% over/under) research paper based on
your practical project for this module. The paper should contain rigorous evidence and
references from the primary and secondary data collection you undertook and the analysis
and findings of your practical project proposed from Part 1 – PRES1.
As part of practical project in this module and learnt from the weekly studios, you will be
harvesting a suitable dataset using the relevant tools, i.e. Tableau, Python, Facebook or
Twitter API or third party Tool(s) and extracting relevant information from the results, as
proposed in your Part 1 Business Pitch.
Therefore, you should start your paper with the motivation or rationale of your research,
especially the business aim of your project. The design and approach of your project such as
the reasons for the choice of social web harvesting, scope for strategic or tactical decision
making, business values, public interest, marketing campaign, product reviews, branding
and marketing, customers’ preferences or other etc.
Research Tools and Methods
You need to discuss your research into suitable tools and/ or APIs and the justification for
your choice. Based on this, you should then document the design of your project and show
clearly how your research project communicates with any third-party service or API.
Results and Visualisation
You should discuss the results with necessary business or social implications and relate that
back to the motivation or rationale of your project. Visualisation is very important, so the
report should also contain suitable visualisations for your business storytelling out of the
social data you collected.
Limitations and Implications
In addition, project limitations and recommendations are desirable.
Conclusion and Appendices
Finally, draw a conclusion with key results to nicely conclude your web harvesting research.
You are encouraged to compare various technical tools and techniques to demonstrate the
social media analytics skills you have learnt.
You can implement your social web harvesting research project using any suitable language
/ technology / third-party tools you see fit. You can hard-code queries or you can provide a
suitable front-end where users can enter search keywords. In addition, you can show the
results in any suitable form, e.g. tables, various forms of innovative graphs or information
overlaid on a map. The final visualisation needs to be published on Tableau Public and
include the link and evidences in the paper as Appendixes.
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Referencing Requirements (Harvard)
The Harvard (or author-date) format should be used for all references (including images).
Further information on Referencing can be found at Cardiff Met’s Academic Skills website.
Part 1 (PRES1): Three Minutes Dragons’ Den as a Proposal for the Part 2 20%
Innovation, creative and clear presentation 5%
Understanding of the social media analytics for business design and
anticipated implementation, APIs and techniques used
“So What?” aspects for the business value / anticipated research impact 5%
Part 2 (WRIT1): Written Research Paper of the Practical Project 80%
Title Page: A title of not more than eight words should be provided
and the student’s name and student ID.
Biography: a brief professional biography of not more than 100
words about you.
Abstract (less than 200 words): students must supply a structured
abstract in their submission, set out under 4-7 sub-headings
o Purpose (mandatory)
o Design/methodology/approach (mandatory)
o Findings (mandatory)
o Social or Business implications: the original value of the
o Research limitations/implications (if applicable)
Introduction: Motivation or Rationale of the project 5%
Design and discussion of data sources / tools/ APIs and justification of
Key Results, Visualisation and Business Story Telling 15%
Conclusions, Project Limitation and Recommendation 10%
References and Report Format 10%
Appendixes, e.g. A link to Tableau Public of your visualisation work; Screen
shots of data source file, interfaces or third party tools you used or Source
code. Please zip everything and submit via a separate submission link on
Moodle. Feel free to put the key screen shots in the main report as well.