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2012/2013  KAN-CM_B138  New media and digital corporate communication

English Title
New media and digital corporate communication

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Autumn
Changes in course schedule may occur
Monday 08.00-10.45, week 36-41, 43-46
Time Table Please see course schedule at e-Campus
Max. participants 100
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Course Coordinator : Peter kjær pk.ioa@cbs.dk
    Ib Tunby Gulbrandsen - Department of Organization
Secretary Mette Busk Ellekrog (mbe.ioa@cbs.dk)
Main Category of the Course
  • Information Systems
  • Communication
  • Marketing
  • Organization
Last updated on 09-08-2012
Learning objectives
By the end of the course the students should be able to
  • diagnose and analyze the challenges and usability of New Media technologies for an organization, seen from an operational point of view (e.g. information management, marketing, public relations, management)
  • respond to these challenges with recommendations and practical solutions based on a given organization’s strategy and communication needs
  • present, and assess, the recommendations and solutions based on theoretical and empirical data
New media and digital corporate communication
New Media and digital corporate communication:
Type of test Oral with Written Assignment
Marking scale 7-step scale
Second examiner Second internal examiner
Exam period December/January
Aids Without preparation
Duration 20 Minutes

Oral exam
In groups of 3 the students will conduct and write an analysis of an organization's strategic use of new media technologies in their communicative efforts (7 normal pages).
Following the students will individually present the main findings and their implications during an oral exam.
Course content
On the global market place where demands for transparency and knowledge sharing are rising and where ROI from traditional communication channels are declining, New Media technologies like Facebook, Twitter, Wikipedia  and mobile apps have become vital communication tools for organizations. Both internally and externally.
And with the emergence of these technologies, (close to) anyone can today contribute, distribute, and publish their ideas, attitudes and aspirations. The internet and our smart phones have become our day’s bonfire, where stories are told, shared, negotiated and disputed. Some call it democracy, others anarchy. Either way, being able to understand, utilize and capitalize on these New Media technologies is essential for the future systems manager, marketing director, management consultant, and communications executive.Taking an interdisciplinary approach, this course will discuss theories and empirical studies aiming at a better understanding of the new communication platforms. 

The course will consit of lectures and seminars where the students get 'hands on' with New Media theories and practices.
Teaching methods
The course will consist of lectures and seminars where the students get 'hands on' with New Media theories and practices.

Expected literature
Preliminary examples of course readings:

Webster, F. (2006), ‘The Information society revisited’, pp. 443-457, in Lievrouw, L. A. and Livingstone, S. (eds), The Handbook of New Media, London: Sage.

Castells, M. (2000) ”Materials for an exploratory theory of the network society”, British Journal of Sociology 51 (1): 5–24.

McLuhan, M. (2009) ‘The Medium is the Message’, pp. 1-11 in Lievrouw, L. A. and Livingstone, S. (eds), New Media, vol. 1, London: Sage.

Scolari, C. A. (2008) ’Online brands: Branding, possible worlds, and interactive grammars’, Semiotica, 169–1/4: 169–188

Deuze, M. (2006) ‘Participation, Remediation, Bricolage: Considering Principal Components of a Digital Culture’, The Information Society, 22: 63-75.

Chen, L. and Nath, R. (2004) ’A framework for mobile business applications’, Int. J. Mobile Communications, 2 (4): 368-381.

Stromer-Galley, J. and R. M. Martey (2009) ‘Visual Spaces, Norm Governed Places: The Influence of Spatial Context Online’, New Media & Society 11 (6): 1041-1060.

Dahlgren, P. (2005) ‘The Internet, Public Spheres, and Political Communication: Dispersion and Deliberation’, Political Communication, 22:147–162.
Last updated on 09-08-2012