BUS 420 (AI Business Applications): Individual Case Study 3

As discussed during week 5, Sentiment Analysis and opinion mining have become an integral

part of product/service marketing and user experience as both businesses and consumers turn to

online resources for feedback on products and services.

Considering your academic status, you should be familiar with the online learning environment

and possess a general understanding of how universities operate. For this week’s case study, you

are tasked with identifying a number of opportunities for the integration of Sentiment Analysis

into proper segments of (1) CityU’s Blackboard system and (2) CityU’s marketing system. The

primary objective for the former is to enhance student learning and for the latter is to improve the

effectiveness of the school’s marketing strategies and to increase student enrollment. Keep in

mind that you can integrate Sentiment Analysis into the organization’s existing systems or you

can take advantage of it externally similar to how companies obtain information about people’s

feelings and opinions towards their products/services via Twitter (a system that is external to the

firm). Accordingly, consider both alternatives as you explore various opportunities to apply

Sentiment Analysis to create value for CityU. For each integration opportunity that you identify,

you will have to explain how the adoption of Sentiment Analysis might generate value for the

school. In addition, for each opportunity, you are expected to determine and justify the scope of

Sentiment Analysis (document, sentence, feature, or lexicon level). Your case analysis should

contain the following key sections:

 Introduction: A brief description of Sentiment Analysis and its applications.

 Opportunities: Identify between 4-8 opportunities to integrate Sentiment Analysis into

(1) CityU’s Blackboard system and (2) CityU’s marketing system. Explain each

opportunity by shedding light on how it might create value for the school. In addition,

specify whether the Sentiment Analysis system should be integrated into the school’s

existing system(s) or be external.

 The scope of Sentiment Analysis: For each opportunity, determine and justify the scope

of Sentiment Analysis (document, sentence, feature, or lexicon level).

 Identify potential challenges.

 Who can provide the technology? Conduct some research to find some companies that

might provide your proposed Sentiment Analysis system(s). Please include each

company’s website and justify your selection.

For information regarding the length of the paper, citation, and formatting requirements,

please refer to the course syllabus and the “Assignments” section in Blackboard.