English   Danish

2013/2014  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 Semester
Course period Autumn
Changes in schedule may occur.
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
  • Course Manager
    Ravi Vatrapu - Department of IT Mangement (ITM)
  • Zeshan Ali Jaffari - Department of IT Mangement (ITM)
Administrative contact person is Jeanette Hansen at ITM (jha.itm@cbs.dk).
Main academic disciplines
  • Business psychology
  • Information Systems
  • Management
  • Methodology
Last updated on 22-03-2013
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.
Course prerequisites
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:
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 15 pages
Assignment type Project
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period December/January and February
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure
The project report should be in accordance with the CBS policies and guidelines for formatting, page length and number of characters available on the CBS LEARN Project Post.
Course content and structure

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:
Class #01:
Topics: Course Description
Social Facts, Social Computing, & Social Media
Papers (see reading.zip file on the course portal)

  • Social Computing: From Social Informatics to Social Intelligence
  • Social media: The new hybrid element of the promotion mixResearch
  • Research Issues in Social Computing

Class #02:
Topic: Fundamentals of Management
 Navigating the World of Work

Class #03:
Topic: Social Web, Social Graph, Social Text, & Social Business
Vatrapu, R. (in press/2013). Understanding Social Business. In K.B. Akhilesh (Ed.), Emerging Dimensions of Technology Management. Springer.

Class #04:
Topic: Social Media Strategy

  • Organizational strategy, structure, and process
  • The Relational View: Cooperative Strategy and Sources of Interorganizational Competitive
  • Strategy-Making in Three Modes
  • HBR on Strategy
  • Resource-based view and information systems research: review, extension, and suggestions for future research
  • Alignment Between Business and IS Strategies: A Study of Prospectors, Analyzers, and Defenders
  • What’s Your Personal Social Media Strategy?
  • Part 1 of the Textbook

Class #05:
Topic: Social Media in Marketing

  • Broadening the concept of marketing
  • Marketing and Exchange
  • The marketing strategy continuum: towards a marketing concept for the 1990s
  • Marketing in hypermedia computer-mediated environments
  • Integrated Internet Marketing
  • Measuring the value of electronic word of mouth and its impact in consumer communities
  • Part II of the textbook

Class #06:
Topic: Social Media in Innovation

  •  The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing
  • Absorptive capacity: a new perspective on learning and innovation
  • Innovation, Organizational Capabilities, and the Born-Global Firm
  • The Management of Innovation
  • The future of open innovation
  • Social media use and potential in business-to-business companies' innovation
  • Overcoming Mass Confusion: Collaborative Customer Co-Design in Online Communities
  • Value 2.0: eight new rules for creating and capturing value from innovative technologies

Class #07:
Topic: Social Media in Customer Service

  • A strategic framework for customer relationship management
  • Customer service in business-to-business markets: an agenda for research
  • The internet: a new era in customer service
  • Impact of Information Technology Management Practices on Customer Service
  • Information Technology and the Performance of the Customer Service Process: A Resource-Based Analysis
  • Part III of the Textbook

Class #08:
Topic: Social Media in Knowledge Management & Human Resource Management

  • A Social Information Processing Model of Media Use in Organizations (file is not include in the Zip file yet)
  • The Business Communicator as Presence Allocator: Multicommunicating, Equivocality, and Status at Work
  • How social media is transforming employee communications at Sun Microsystems
  • Knowledge Management and Knowledge Management Systems: Conceptual Foundations and Research Issues
  • Why information technology inspired but cannot deliver knowledge management
  • State of the Notion: Knowledge Managament in Practice
  • Part  V of the Textbook

Class #09:
Topic: Social Media in Public Sector

  • Digital Government
  • Government 2.0: Transforming government and governance for the twenty-first century
  • From Responsiveness to Collaboration: Governance, Citizens, and the Next Generation of Public Administration
  • Social marketing in public health
  • Risk and Crisis Management in the Public Sector: Risk Communication and the Social Amplification of Public Sector
  • Part IV of the Textbook

  Class #10:
Topic: Business in Society: Social Media Engagement, Analytics, and Management
Reflections & Conclusions

Teaching methods
Lectures and Exercises
Student workload
Lectures 30 hours
Exercises 16 hours
Preparation for lectures and exercises 70 hours
Project Report 40 hours
Project Exam 60 hours
Expected literature
Text Book:
Wollan, R., Smith, N., & Zhou, C. (2011). The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business: Wiley.

Research Articles:
See course description
Last updated on 22-03-2013