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2011/2012  BA-HA_E159  Social Media Marketing

English Title
Social Media Marketing

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Elective
Level Bachelor
Duration One Semester
Course Period Autumn
schedule: Wed.:13.30-16.05, week:39-48
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BSc in Economics and Business Administration
Course Coordinator
  • Niels Kornum - Department of Marketing
Secretary Helle Bunde, hbu.marktg@cbs.dk
Main Category of the Course
  • Marketing

Taught under Open University-Taught under open university.
Last updated on 29 maj 2012
Learning Objectives
The course aims at developing students’ competencies within theoretical understanding, and as very important, develop the student’s abilities to apply theory to practical cases related to the marketing perspective on social media.
At the end of the course the students is expected to be able to
  • Understand the challenges that social media brings to organizations
  • Understand the underlying theory from curriculum about communities, social networking and corporate online communication/ creation of authenticity online
  • Apply these models to selected business cases in case work and in miniprojects
20 min oral exam based on miniproject
20 min oral exam based on miniproject:
Assessment Oral with Written Assignment
Marking Scale 7-step scale
Censorship External examiners
Exam Period Winter Term
Aids Please, see the detailed regulations below
Duration 20 Minutes
Oral exam (20 minutes) on the basis of a miniproject. If the miniproject is written individually the length is 10 pages; if it is written in groups (2-4 students) the length is max. 15 pages.
Assessment is based on 12-point grading scale.
Course Content

Customers and consumers spend more and more time online in social networks, reading blogs, writing status messages for their friends and family, watching YouTube videos - and doing what is called “social search” on products, services and brands - simply asking their friends or peers for advice. Customers help each other with information, reviews, knowledge and news locally and globally. Trust between peers is rising - and trust in authorities is deteriorating.

So how can corporations thrive in this changing media landscape? If campaign messages are no longer enough and if sharing, participating and customer driven dialogue are new key elements in communication online, then what are the challenges to marketing campaigns, to segmentation and to branding? And what are the new possibilities - if any - we get with social media?

The scientific research on social media has grown during the last decade, but theacademic world has only recently begun to study the implications on social media, social networks and word of mouth in companies relationships with customers. The course will be based primarily on theories on online communitiesand social networks, including classic marketing areas like consumer behaviour, branding, advertising adapted to the topic of this course.

The main topics of the course are:

- Social media in organizations

- Communicating “to” or “with” stakeholders

- Branding and co-creation: conflict or synergy

- Marketing through social networks

- Word Of Mouth Marketing and Viral campaigns

- Future competencies in the marketing

Teaching Methods
Teaching will be lectures and it will be an important element in lectures to introduce a case and an exercise regarding the case. In the following lecture the case company or a related organization will visit and debate the solutions with us in class. The miniproject will play a core role in the learning process of the course finalized via an oral exam based on the miniproject.

Kotzinets et al. (2010), Networked Narratives: UnderstandingWord-of-Mouth Marketing in Online Communities, Journal of Marketing, Vol. 74, (March 2010), pp. 71–89

Fűller, Johann (2010), “Refining virtual co-creation from a consumer perspective,” California Management Review, Vol. 52, No. 2, pp. 98-122

Bernoff & Li (2008), Groundswell: Winning in a World Transformed by Social Technologies

Christiakis & Fowler (2009), Connected – The Surprising Power of Our Social Networks and How They Shape Our Lives

Harsha Gangadharbatla. (2007).Facebook Me: Collective Self-Esteem, Need to Belong, and Internet Self-Efficacy as Predictors of the iGeneration’s Attitudes toward Social Networking Sites. Journal of Interactive Advertising, June 9,

Kelly Louise, Kerr Gayle, Drennan Judy. (2010) Avoidance Of Adverstising In Social Networking Sites: The Teenage Perspective. Journal of Interactive Advertising; Vol 10, No. 2, pp. 16‐27. [Spring]

Gilmore & Pine (2007), Authenticity – what consumers really want

Kozinets, R. V. (1999) ‘‘E-tribalized marketing?: the strategic implications of virtual communities of consumption’’. European Management Journal, vol. 17, no. 3, pp. 252–264.

Kornum (2008) Three Types of Online Community in Tollin & Caru, Strategic Market Creation, pp. 350-358

Shirky (2008), Here comes everybody – the power of organizing without organizations

Larsen, M. C (2007). 35 Perspectives on Online Social Networking. Social Computing Magazine. 05/07.

Larsen, M. C. (2008).Understanding Social Networking: On Young People s Construction and Co construction of Identity Online,in Online Networking – Connecting People. Sangeetha, K. (red.). India : Icfai University Press (General Management).

Zeng Fue, Huang Li, Dou, Wenyu. (2009). Social Factors in User Perceptions and responses to Advertising in Online Social Network Communities. Journal of Interactive Advertising; 10 (1): 1-13.

Tufekci Zeynep. (2008). Grooming, gossip, Facebook and MySpace. Information, Communication & Society; 11(4): 544–564