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2012/2013  KAN-CM_SU8M  Social Media Marketing (intensive)

English Title
Social Media Marketing (intensive)

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Course period Summer
NOTE: The course schedule is at the moment ONLY available at www.cbs.dk/summer
Time Table Please see course schedule at e-Campus
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Faculty - Constantinos Kyros Coursaris, Michigan State University
    Patricia Plackett - Department of Operations Management
Main Category of the Course
  • Marketing
Last updated on 23-04-2012
Learning objectives
At the end of the course, the student should be able to:
  • Understand the social media marketing landscape
  • Have broad comprehension on its impact on traditional marketing strategy
  • Know how to create, place, and manage ads on social networks and search engines
  • Produce basic e-mail ads
  • Develop a social media marketing campaign, and understand how it would integrate into an overarching integrated marketing communication that aims to promote brand/company awareness
  • Understand the underlying theories on which marketing campaigns can be effectively created and delivered
Although no prior knowledge is required, the following skills are imperative in the successful completion of the course:
- High work ethic
- Ability to pursue independent work
- Time management
- Prepared and punctual class attendance
- Professional conduct during class sessions
- Critical thinking

Social Media Marketing
Project/Home Assignment (Individually written), 15 A4 pages:
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period Summer Term
Aids Please, see the detailed regulations below
Duration Please, see the detailed regulations below
Mandatory Feedback Assignment
In order to qualify for the exam, the students have to complete mandatory written assignments (including blog posts, tweets, social network posts, etc.) and give an mandatory oral presentation of the lessons learned and the campaign developed at the end of the course. In addition, short group oral presentations on related case studies will be made.
Course content
Back in 2000, it was estimated that the world’s codified knowledge would double every 11 hours. That estimate, while significantly shorter than previous ones (e.g. in early 20th century it doubled every 30 years, and in the 1970s it doubled every 7 years; source: Bontis, 2001), is exponentially larger than current rates of growth. For example, the blogosphere alone doubles every 6.5 months (source: Technorati, 2010). In the Web 2.0 era, individuals and companies are learning and adapting the way they communicate. For Marketing that has translated in an explosive growth in the popularity of social media to reach, engage, and grow the relationship with prospective customers.
This course will afford you the opportunity to learn the new media that are transforming the business landscape. You will walk away having used digital media tools, gained an understanding of their respective strengths, and the synergistic effect from an integrated marketing communication that leverages the wide array of available tools, including: social networks, RSS feeds, blogs, microblogs, wikis, social bookmarking, podcasts, and more. You will work directly with vehicles such as Facebook, MySpace, HiFive, FriendFeed, XING, ASmallWorld, Twitter, Del.icio.us, YouTube, Flickr, LinkedIn, SocialHarbor, and others. Furthermore, you will create social network, search engine, and email advertisements. In doing so, you will learn to define objectives, set targets, and measure their impact through for pay or free services, including Google Analytics, Google Alerts, various Twitter third-party apps, and more. We will finish by exploring meet-ups, games, virtual worlds, mobile apps, and location-based services as additional marketing opportunities.
The course involves multiple methods, including lectures, case studies, in-class exercises, homework assignments, projects, and presentations (both individual and group).
The course’s development of personal competences:
Students will become savvy with the use of Web 2.0 media, will internalize marketing principles through their active application on the Internet, will develop their management and analytical skills as they gain an understanding of tracking, revising, and improving social media marketing campaigns.
Teaching methods
Lectures, exercises, case study discussions, project work, presentations
Expected literature
Given the fast pace of advancements in the technology and practices, chapters from selected textbooks and e-books along with journal articles will be used to offer students the most current training in social media marketing. Excerpts from the following books will be used:
  • The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue, by Shama Kabani (Author), Chris Brogan (Foreword), BenBella Books (April 6, 2010), ISBN-10: 1935251732 ISBN-13: 978-1935251736
  • Social Media 101: Tactics and Tips to Develop Your Business Online, by Chris Brogan, Wiley (February 22, 2010), ISBN-10: 0470563419 ISBN-13: 978-0470563410
  • The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition, by David Meerman Scott, Wiley; 2 edition (January 12, 2010), ISBN-10: 0470547812 ISBN-13: 978-0470547816
  • Social Media Marketing All-in-One For Dummies, by Jan Zimmerman & Doug Shalin, For Dummies (Sep. 21, 2010); ISBN-10: 0470584688 ISBN-13: 978-0470584682
Last updated on 23-04-2012