This course provides a systematic study of the principles and techniques of the application of data analysis and big data for digital marketing. Students will learn to obtain and interpret the data insights in preparation for a career needs the skills of social media analytics, social listening, social media marketing and user behaviour analytics with multiple data sources. This course involves lectures, case discussions, group projects, and final projects. The course content covers the basic social media data analysis methodologies and the latest trends in digital and social media marketing.