English   Danish

2013/2014  KAN-CM_B146  The digital organization - innovation, branding, strategy and New Media

English Title
The digital organization - innovation, branding, strategy and New Media

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
Wednesday 13.30-16.05, week 36-41, 43-47
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
  • Peter Kjær - Department of Organization (IOA)
Course Responsible: Xian Xiao (xxi.itm@cbs.dk)
Secretary Mette Busk Ellekrog (mbe.ioa@cbs.dk)
Main academic disciplines
  • Information Systems
  • Communication
  • Marketing
  • Organization
Last updated on 20-08-2013
Learning objectives
By the end of the course the students are expected to show proficiency in
  • diagnosing and analyzing 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, product development)
  • responding to these challenges with recommendations and practical solutions based on a given organization’s strategy and communication needs
  • presenting and assessing, the diagnosis, analysis, recommendations and solutions using theory presented during the course and collected empirical data
The digital organization - innovation, branding, strategy and new media:
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Individual
Individual oral exam based on written group project
Size of written product Max. 10 pages
Assignment type Project
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period December/January, The oral exam will be conducted in the end of December.
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure
On the global market place where demands for transparency and knowledge sharing are rising and where ROI from traditional communication channels and innovation devices are declining, New Media technologies like Facebook, Twitter, Wikipedia  and mobile apps have become vital 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 mobile devices have become our day’s bonfire, where 'reality' is 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, innovator and communications executive.Taking an interdisciplinary approach, this course will introduce and discuss theories and empirical studies aiming at a better understanding of the new communication platforms and their significance in regards to organizational innovation, branding and strategy.
Teaching methods
The course will consist of lectures, workshops and seminars, including lectures by guest professors, such as Prof. Majken Schulz and Assoc. Prof. Ursula Plesner..
Expected literature
Course book:
Siapera , Eugenia,  Understanding new media London: Sage

Academic articles:
Banks, J. and Potts, J. (2010) “Co-creating games: a co-evolutionary analysis”, New Media & Society, 12: 253-270,

Bar, F with Simard, C (2006) ‘From Hierarchies to Network Firms’, pp. 350-363, in Lievrouw, L. A. and Livingstone, S. (eds), The Handbook of New Media, London: Sage.

Burns, A. (2008) “The Future Is User-Led: The Path towards Widespread Produsage”, Fibreculture Journal

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

Dahlgren, P. (2005) “The Internet, Public Spheres, and Political Communication: Dispersion and Deliberation”, Political Communication, 22:147–162,

Davis, J., (2010) “Architecture of the personal interactive homepage: constructing the self through MySpace”, New Media & Society, 12(7) 1103–1119

de Reuver, M. and Haaker, T., (2009) “Designing viable business models for context-aware mobile services”, Telematics and Informatics, 26: 240–248

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

Dimmick, J., Feaster, J., and Hoplamazian, G.J., (2011) “News in the interstices: The niches of mobile media in space and time”, New Media & Society, 13: 23-39,

Gulbrandsen and Just, (forthcoming), “Collaboratively constructed contradictory accounts : online organizational communication”, Media, Culture & Society

Gulbrandsen, I. T and Just, S. N. (2011) ‘The Collaborative Paradigm: Towards an Invitational and Participatory Concept of Online Communication.’ Media, Culture & Society, 33 (7): 1095–1108

Hennig-Thurau, T. et. al. (2010) “The Impact of New Media on Customer Relationships”, Journal of Service Research 13(3): 311-330

Kozinets, R. V. (2002), “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities,” Journal of Marketing Research, 39 (February), 61-72,

Liu, Y. (2006). “Word of mouth for movies: its dynamics and impact on box office revenue”. Journal of Marketing, 70(3), 74–89,

Naik, P. A., Peters, K., (2009) “A Hierarchical Marketing Communications Model of Online and Offline Media Synergies”, Journal of Interactive Marketing, 23(4): 288-299,

Nash, K. (2012) “Modes of interactivity: analysing the webdoc”, Media, Culture & Society 34(2) 195–210,
Reardon, S., (2012), “Was it really a Facebook revolution?”, New Scientist, 214,

Robertson, S., Vatrapu, R., and Medina, R. (2010), “Off the Wall Political Discourse, Facebook Use in the 2008 U.S. Presidential Election”, Information polity, 15,

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

Scolari, C. A. (2009) “Mapping Conversations about New Media: The Theoretical Field of Digital Communication”, New Media and Society 11(6): 943-964

Sicilia, M., Palazón, M. (2008),"Brand communities on the internet: A case study of Coca-Cola's Spanish virtual community", Corporate Communications: An International Journal, Vol. 13 (3): 255 – 270,

Steensen, S. (2011) “Online journalism and the promises of new technology”, Journalism studies, 12 (3): 311-327,

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

Venn, C., et. al. (2007) “Technics, Media, Teleology: Interview with Bernard Stiegler”, Theory, Culture & Society, 24(7–8): 334–341

Wirtz, B. W., Schilke, O., and Ullrich, S. (2010) “Strategic Development of Business Models - Implications of the Web 2.0 for Creating Value on the Internet”, Long Range Planning, 43: 272-290

Zhao, S., Grasmuck, S. and Martin, J. (2008) “Identity construction on Facebook: Digital empowerment in anchored relationships”, Computers in Human Behavior, 24(5): 1816-1836
Last updated on 20-08-2013