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2012/2013  BA-HAIT_VSMM  Social Media Management

English Title
Social Media Management

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Quarter
Course period Autumn
changes may occur.
schedule: thursday, 11:40-14.15, week 36-41, 43-46
Time Table Please see course schedule at e-Campus
Min. participants 25
Max. participants 125
Study board
Study Board for BSc/MSc in Business Administration and Information Systems, BSc
Course coordinator
  • Social Media Analytics
    Abid Hussain - ITM
  • Overall Course Coordinator
    Ravi Vatrapu - ITM
  • Social Media ROI, Metrics and KPI
    Zeshan Ali - ITM
Abid Hussain and Zeshan Jaffari will provide teaching assistance for social media analytics, Social Media ROI, Metrics and KPI, in-class exercises and individual project supervision. The administrative contact person is Bodil Sponholtz, ITM (bsp.itm@cbs.dk)
Main Category of the Course
  • Business psychology
  • Information Systems
  • Management
Last updated on 03-05-2012
Learning objectives
After the course, the student should be able to:
  • Characterise the emerging paradigm of “social business”
  • Explain the different paradigms in and emerging trends of social media management and their potential impact on private and public organizations
  • Identify the linkages between social media channels and processes such as innovation, knowledge management, communication, collaboration and co-creation in organizational settings
  • Define social media metrics and key performance indicators for social business across a range of dimensions.
  • Analyze and report on the current social media engagement of a real-world case company and develop implications for social media management in terms of values, principles, strategies, policies, and innovation processes.
There are no formal prerequisites for being admitted to the course. Familiarity with topics in management studies is desired but not required.
Project/ home assignment
Project/ home assignment:
Type of test Home Assignment
Marking scale 7-step scale
Second examiner No second examiner
Exam period December/January
Aids Please, see the detailed regulations below
Duration Please, see the detailed regulations below
Project/ home assignment, 15 pages written individually

Re-take exam: project/ home assignment, 15 pages written individually

Course content
The subject of the course is social media management, with special attention to the emerging paradigm of “Social Business". The content of the course is structured in a number of themes as outlined below:

• Social Media
   -Descriptions and Definitions
   -Social Media: Theory and Practice

• Social Business
  -What is “Social Business”?
  -Aspects of and Topics in Social Business
  -Key Performance Indicators for Social Business

• Social Graph
  -What is “Social Graph”?
  -Aspects of and Topics in Social Graph
  -Social Graph Optimization/Curation

• Social Media Analytics
o Criteria of Effectiveness
o Metrics
o Techniques (e.g., Social Network Analysis, Semantic Analysis, Online Sentiment Analysis)
o Tools (e.g., SAS Social Media Analytics, Radian6, Trendrr, Spark)

• Special Topics
   -Social Media Strategy
   -Social Media in Marketing
   -Social Media in Customer Service
   -Social Media and Open Innovation
   -Social Media and Knowledge Management
   -Social Media and the Public Sector
   -Emerging Organizational Roles (e.g., Social Media Manager, Chief Listening Officer)

• Business Cases
Teaching methods
This course will consist of 12 lectures and 12 exercise sessions.

Lectures will be screen-recorded and made available on a course portal (for example, see http://www.itu.dk/people/rkva/2011-Spring-EB22/).

Exercises will be conducted in individual and small-group formats and will include hands-on learning with methods and tools for social media management and case studies.

Coursekit will be used to post lecture slide decks, lecture recordings, exercise links, discussion threads, project exam details, project report guidelines, and course announcements. Course announcements will be cross-posted to CBS Learn.
Student workload
Lectures 12 hours
Exercises 12 hours
Preparation for lectures and exercises 70 hours
Project Report 40 hours
Project Exam 91 hours
Expected literature
Title: The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business

Authors: Robert Wollan, Nick Smith, Catherine Zhou

Publisher: John Wiley & Sons

ISBN-10: 0470651245

ISBN-13: 978-0470651247

Amazon Link: http://www.amazon.com/Social-Media-Management-Handbook-Everything/dp/0470651245/ref=cm_cr_pr_product_top#reader_0470651245
Last updated on 03-05-2012