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2015/2016  KAN-CCMVV4040U  Social Media Marketing

English Title
Social Media Marketing

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Start time of the course First Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 100
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Niels Kornum - Department of Marketing (Marketing)
Kontaktinformation: https:/​/​e-campus.dk/​studium/​kontakt eller Contact information: https:/​/​e-campus.dk/​studium/​kontakt
Main academic disciplines
  • Communication
  • Marketing
Last updated on 13-03-2015
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • 1. Discuss how models, concepts and theories in the curriculum relate to core topics of the course.
  • 2. Identify and argue for the most fitting models, concepts and/or theories applied to analyze concrete case situations related to the topics of the course, especially when applied to topics presented in the home assignment.
  • 3. List and critically reflect on the pros/cons as well as possible inherent contradictions of models, concepts and theories when applied to specific issues, especially when applied to issues presented in the home assignment.
  • 4. Demonstrate the ability to reflect on your own activities and interactions throughout the course by identifying a portfolio of own contributions and arguing for their substantiveness and relevance for the content of your home assignment.
Course prerequisites
Basic knowledge on marketing,branding and consumer behavior is an important prerequiste when participating in the course
Social Media Marketing:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 10 pages
Assignment type Project
Duration 2 weeks to prepare
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Autumn and Autumn
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

Consumers are increasingly present on social media platforms. This provides large opportunities for sharing and co-creating company-related content. The social media landscape constantly changes and new categories and platforms form separate socio-cultural spaces, which adds complexity and underlines the importance of understanding this “landscape” better. Furthermore, traditional marketing channels are becoming more and more cluttered and inefficient. Thus, it is an obvious move for companies to develop a presence on existing relevant social media platforms. It is important to understand that social media platforms form the basis for many different types of socio-cultural spaces that mirrors individual and collective consumer identities and where users participate for very different reasons. For instance, Facebook in the interaction space among friends as opposed to a Facebook Brand Page are very different spaces with different norms and traditions for interaction. Thus, these spaces are characterized by specific communication cultures, which entails the application of very particular communication strategies by those parties that are active on the social medium; and eventually social media specific positive and negative discourses. This also means that different types of company interventions and communication are welcomed with different strength leading to different types of relationships between the brand and consumers as well as to different attitudinal and behavioural outcome, for instance, Liking as compared to (long term) loyalty. The open question is how much attention companies are giving to loyalty building efforts as compared to campaign-type utilization of social media platforms. Experience shows that the social media activity level is significantly reduced after a campaign and the company needs to constantly feed the media platform with content to attract users. If companies wish to focus on methods where content and mutual exchange on social media platforms are developed based on users’ own initiative, it is important to understand what aspects of identity seeking motivates consumers to engage in more permanent interaction and co-creation.


This course identifies and selects socio-cultural spaces on social media platforms with different characteristics representing the variety of social exchanges and communication that is found there. From this basic understanding this course discusses why and how consumers are motivated as a consequence of their own identity seeking and construction? How can companies communicate and build strong relations to these spaces of individual and collective identity seeking. How and when and with what methods should companies most optimally intervene – if intervene at all? What is the best balance between passive facilitation and active intervention? And what is the role of communication campaigns as opposed to loyalty efforts? And finally, what could a synergistic interplay between using social media marketing campaign methods and loyalty building look like?


Theoretically, the course will mainly include aspects of marketing communication theory, brand community /stakeholder theory, the field of strategic cognition and consumer identity and consumer culture theory. The students will furthermore be provided with methodological insight to support data collection from social media, for instance, netnographic methods and discourse analysis. As the field of social media marketing transforms very rapidly this course will include input from companies and professionals in the field who on a daily basis meet the challenges and opportunities that social media platforms and user’s life in these spaces provide.

Teaching methods
This is a fully online course. The course will run over 8 weeks. The course will consist of asynchronous and/or synchronous online lectures, asynchronous and/or synchronous online discussions, quizzes and individual and/or group assignments. Research articles on the specific topics will be assigned for reading during the quarter. They will also build the foundation on which we will discuss cases online, and they provide the necessary knowledge to work with home assignments. The lecturer will be available for asynchronous and/or synchronous online discussions throughout the 8 weeks in which the course runs. The students will choose their own topic for the home assignment based on the curriculum of the course. The final writing of the home assignment will take place the two weeks just after the course, but the preparation of the assignment will start early in the course. It is mandatory that primary data is collected for the assignment. Active participation will secure the student a gradual building of knowledge in the field either individually or in groups throughout the course. Student participation will be targeted at producing insights that are meant to be covered in the final exam project.
Expected literature

Hennig-Thurau, Thorsten, Charles F. Hofacker and Björn Bloching. (2013). Marketing the Pinball Way: Understanding how Social Media Change the Generation of Value for Consumers and Companies. Journal of Interactive Marketing 27:237-41.

Oestreicher-Singer, Gal and Lior Zalmanson. (2013). Content Or Community? A Digital Business Strategy for Content Providers in the Social Age. MISD Quarterly 37:591-616.

Peters, Kay, Yubo Chen, Andreas M. Kaplan, Björn Ognibeni and Koen Pauwels. (2013). Social Media Metrics — A Framework and Guidelines for Managing Social Media. Journal of Interactive Marketing 27:281-98.

Rapp, Adam, Lauren S. Beitelspacher, Dhruv Grewal and Douglas E. Hughes. (2013). Understanding Social Media Effects Across Seller, Retailer, and Consumer Interactions. Journal of the Academy of Marketing Science, 41:547-66.

Rydén, Pernille, Torsten Ringberg and Ricky Wilke. (2014). An Investigation of how Managers’ Mental Models of Business-Consumer Interaction Influence the Implementation and use of Social Media. Conference Proceedings EMAC:229.

Simonson,Itamar; Rosen,Emanuel (2014): What Marketers Misunderstand About Online Reviews, Harv.Bus.Rev., 2014, 92, 1, 23-25, Harvard Business School Publication Corp

Singh, S., & Sonnenburg, S. (2012). Brand performances in social media. Journal of Interactive Marketing, 26(4), 189-197.

Gensler, Sonja; Völckner, Franziska; Liu-Thompkins, Yuping; Wiertz, Caroline. (2013), Managing Brands in the Social Media Environment, Journal of Interactive Marketing, 2013, 27, 4, 242-256

Donna L. Hoffman, Thomas P. Novak and Randy Stein (2013). The Digital Consumer. In Belk, R. and Llamas, R. Routledge Companion to Digital Consumption, pp. 28-38

Kim, Hee-Woong; Zheng, Jun Raymond; Gupta, Sumeet (2011). Examining knowledge contribution from the perspective of an online identity in blogging communities Computers in Human Behavior, Vol 27 5, pp.1760-1770.

Arsel and Thompson (2011). Demythologizing Consumption Practices How Consumers Protect Their Field- Dependent Identity Investments from Devaluing Marketplace Myths.. Journal of Consumer Research., Vol. 37 Issue 5, p791-806

Judson, K. (2012). Self-Preceived Brand Relevance of and Satisfaction with Social media. Marketing Management Journal. Vol. 22 Issue 2, p131-144.

Keith S. Coulter, Manfred Bruhn, Verena Schoenmueller, Daniela B. Schäfer, (2012),Are social media replacing traditional media in terms of brand equity creation?, Management Research Review, Vol. 35 Iss 9 pp. 770-790

Georgios Tsimonis, Sergios Dimitriadis, (2014),Brand strategies in social media, Marketing Intelligence & Planning, Vol. 32 Iss 3 pp. 328-344

Enrique P. Becerra, Vishag Badrinarayanan, (2013),The influence of brand trust and brand identificationon brand evangelism, Journal of Product & Brand Management, Vol. 22 Iss 5/6 pp. 371-383

Aral, Sinan, Chrysanthos Dellarocas and David Godes. (2013). Social Media and Business Transformation: A Framework for Research. Information Systems Research 24:3-22.

Colliander, Jonas and Michael Dahlén. (2011). Following the Fashionable Friend: The Power of Social Media Weighing Publicity Effectiveness of Blogs Versus Online Magazines. Journal of Advertising Research 51:313-20.

Weinberg, Bruce D., Ko de Ruyter, Chrysanthos Dellarocas, Michael Buck and

Naylor et al. (2012). Beyond the "Like" Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings. Journal of Marketing, 76, 105-120.

Assmussen, B., Harridge-March, S., Occhiocupo, N., & Farquhar, J. (2013). The multi-layered nature of the internet-based democratization of brand management. Journal of Business Research, 66(9), 1473–1483.

Gyrd-Jones, R., & Kornum, N. (2013). Managing the co-created brand: Value and cultural complementarity in online and offline multi stakeholder ecosystems. Journal of Business Research, 66(9), 1484–1493.

Kornum, N. (2009). Understanding the dynamics of online community culture based on organizational culture theory and implications for the firm-community relationship. Proceedings of EMAC Conference. Nantes.

Kornum, Jones, Al Zagir and Brandis (2015). Individual and collective identity construction in a Niké related brand community. Global Brand Conference. Turku.

Belk, R. W. (2013). Extended Self in a Digital World. Journal of Consumer Research, 40, 477-500.


Last updated on 13-03-2015