The knowledge embodied in social communities like blogshops and vloggers are invisible to most businesses. Focus groups are only helpful if you can identify the potential customer. Social networks allow outsiders to peer in to capture knowledge about localized trends (e.g., latest fashion interests in Singapore).
Marketing majors will find this course helpful to go beyond the traditional realm of market research and focus on community-based groups.
We will be using some resources from Hubspot including videos and white papers on internet marketing.