Social Networks (309-0-20)

Instructors

Yu Xu

Meeting Info

McCormick Foundation Ctr 3127: Tues, Thurs 4:00PM - 5:50PM

Overview of class

Social networks have come to play an increasingly important role in the business world. This course will introduce social network theory and analysis with an emphasis on applications to IMC processes. The goal of the course is to provide students with fundamental knowledge and skills to design and evaluate network-based IMC strategies. Students will apply social network theory and analysis through individual assignments and a final project.

Class Materials (Required)

1. Jackson, M. O. (2019). The human network: How your social position determines your power, beliefs, and behaviors. Pantheon Books.
2. Borgatti, S. P., Everett, M. G., Johnson, J. C., & Agneessens, F. (2024). Analyzing social networks (3rd ed.). Sage.
3. Other reading materials (e.g., HBR articles) can be accessed online for free.

Course materials cost: $70 for new books

Class Materials (Suggested)

none

Class Attributes

Attendance at 1st class mandatory

Enrollment Requirements

Enrollment Requirements: Perquisite: Students must have completed IMC 301, IMC 302, and IMC 303 to enroll