Xi Li

Xi Li

Professor of Marketing, Innovation and Information Management

Welcome to the Digital Marketing class! This is the semi-official website for the course.

  • Instructor: Xi Li
  • Class 1A: Monday 9:30–12:20 (MW325)
  • Class 1B: Friday 9:30–12:20 (CPD1.24)
  • Oct 2 and Oct 23 classes (1A) will be cancelled (Public Holiday)
  • You can download the software for the course here: R, R Studio and Tableau Public
  • Note: When installing R/Rstudio, make sure your path does not contain any non-english characters. (安裝路徑必須為純英文，否則運行可能出錯)

Grading

  • 10%: In class participation: Based on your in class participation (e.g., answering questions in class)
  • 15%: Group Data Project (start in class; no presentations).
  • 25%: Group Project (in class presentation + report) Details
  • 50%: Final Example (Open-notes; Multiple Choice Questions Only)

Lecture 1: Introduction to Digital Marketing

Slides (With Answer Keys)
Submit your group information (your group name, your own name, and your student numbers) to April (aprilsiu@hku.hk).
Deadline: Sep 12 (Class 1A)/Sep 23 (Class 1B)
Install R and RStudio and bring your laptop with you for the next class.

Lecture 2: Data Analysis with R

This class introduces some basic R operations. The lecture is designed for students with zero background in computer programming/R. We will explore how to use R to conduct simple data analysis.
Note: Please get R installed on your laptop and bring it with you.
Slides (With Answer Keys)
Teaching materials: A beginner’s guide to R
Troubleshooting for package installation: Here

Lecture 3: Introduction to Data Scraping

Note: Please get R and Chrome browser installed on your laptop and bring it with you.
Slides (With Answer Keys)
Teaching materials: Scraper (HKU)
Scraper (Photo)

Lecture 4: Introduction to Data Visualization

This class introduces Tableau Public, a power data visualization software. It is simple and you will have fun using it.
Note: Please get Tableau Public installed on your laptop and bring it with you.
Slides
Data files: Superstore Data, Movie Data Tableau Public Gallery
Example of Word Cloud: Word Cloud WordArt for generating Word Cloud: WordArt

Lecture 5: Search Engine Optimization (SEO)

Slides (With Answer Keys)
Tools: ahref for checking backlinks; HubSpot

Lecture 6: Paid Search and Display Advertising

Slides (Paid Search) (With Answer Keys)
Slides (Display Advertising) (With Answer Keys)

Lecture 7: Data Workshop

Note: Please get R installed on your laptop and bring it with you.
Slides
Dataset: CSV
Sample Data Analysis with R: Sample

Lecture 8: Social Networks

Slides (With Answer Keys)

Lecture 9: Social Media Marketing

Slides (With Answer Keys)
Final Review (including sample final questions) can be found on your Moodle