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2016/2017  KAN-CCMVV3013U  The digital organization - innovation, branding, strategy and new media

English Title
The digital organization - innovation, branding, strategy and new media

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
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
  • Xiao Xiao - Department of IT Management (ITM)
Course Responsible: Xian Xiao (xxi.itm@cbs.dk)
Kontaktinformation: https:/​/​e-campus.dk/​studium/​kontakt eller Contact information: https:/​/​e-campus.dk/​studium/​kontakt
Main academic disciplines
  • Communication
  • Marketing
  • Organization
Last updated on 05-04-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: 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:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Report
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter and Winter, December/January
Make-up exam/re-exam
Same examination form as the ordinary exam
* if the student fails the ordinary exam the course coordinator chooses whether the student will have to hand in a revised product for the re- take or a new project.
Description of the exam procedure

Requirements for the written report::
Choose an organization and analyze how the organization utilizes new media technologies for organizational operations. Examples of such organizational operations could be development of digital business models or digital business strategies, marketing and branding using new media, innovating activities facilitated by new media, community building in online social media, and etc.
Empirical data (preferably qualitative data) should be collected to answer the research question. 

The topic of the report will be formulated with the student half way through the course. 

Students are required to show that they have achieved the learning objectives outlined above and that they are able to reflect upon their contents in an independent, thoughtful manner.

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 media technologies 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 and industrial professionals.
Student workload
Contact hours 33 hours
Preparation hours 66 hours
Preparation for the written project 87 hours
Final Exam 20 hours
Expected literature

Academic articles:

Bennett and Segerberg (2012) ‘The logic of connective action’, Information, Communication & Society, 15 (5)
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
Culnan et al. (2010) ),  “How Large US Companies Can Use Twitter and Other Social Media to Gain Business Value”, MIS Quarterly Executive, 10 (4): 243-259
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
Di Gangi et al. (2010), “Getting Customers’ Ideas to Work for You: Learning from Dell How to Succeed with Online User Innovation Communities,” MIS Quarterly Executive, 9 (4): 213-228
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
Eisenmann, T. R., G. Parker, and M. van Alstyne. (2006) "Strategies for Two-Sided Markets." Harvard Business Review, 84 (10).
Edelman, D. C. (2011), “Branding in the Digital Age,” Harvard Business Review,88 (12): 62-69
Flyvbjerg, B. (2006) ‘Five Misunderstandings About Case-Study Research’, Qualitative Inquiry, 12(2): 219-245
Gulbrandsen and Just, (2013) “Collaboratively constructed contradictory accounts – online organizational narratives” Media, Culture, & Society 35(5): 565-585
Hagiu, A., and Wright, J. (2013) "Do You Really Want to Be an eBay?" Harvard Business Review, 91 (3).
Hennig-Thurau, T. et. al. (2010) “The Impact of New Media on Customer Relationships”, Journal of Service Research 13(3): 311-330 
Hoffman, D. and M. Fodor (2010). Can You Measure the ROI of Your Social Media Marketing? Massachusetts Institute of Technology (MIT) Sloan Management Review, 41-49.
Jarvenpaa, S. L., and Tuunainen, V.K. (2013) "How Finnair Socialized Customers for Service Co-Creation with Social Media." MIS Quarterly Executive, 12(3): 125-136
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,
Kumar, S. (2010), “Google Earth and the nation state: Sovereignty in the age of new media,” Global Media and Communication, 6(2): 154-176
Liu, Y. (2006). “Word of mouth for movies: its dynamics and impact on box office revenue”. Journal of Marketing, 70(3), 74–89,
Mintzberg, Henry. (1987). ’The strategy concept I: five Ps for strategy’ California Management Review
Nash, K. (2012) “Modes of interactivity: analysing the webdoc”, Media, Culture & Society 34(2) 195–210, 
Papacharissi, Z. (2009), “The virtual geographies of social networks: a comparative analysis of Facebook, LinkedIn and ASmallWorld,” New Media & Society, 11(1-2): 199-220.
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,
Roy Langer, Suzanne C. Beckman, (2005) "Sensitive research topics: netnography revisited", Qualitative Market Research: An International Journal, 8 (2): 189 - 203
Schultz, M. and Hatch M. J., (2003) ’The cycles of corporate branding: the case of the Lego Company,’ California Management Review, 46 (1), 6-26
Schroeder, R. (2010) “Mobile phones and the inexorable advance of multimodal connectedness,” New Media & Society, 12(1): 75-90
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
Voorveld, H.A.M.. Neijens, P. C. and Smit, E. G. (2012) ’The interacting role of media sequence and product involvement in cross-media campaigns’, Journal of Marketing Communications , 18 (3).
Wilson, J. H., Guinan, P. J., Parise, S., & Weinberg, B. D. (2011). What’s Your Social Media
Strategy? Harvard Business Review, 23–25.
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
Zammuto et. al. (2007) ‘Information Technology and the Changing Fabric of Organization’, OrganizationScience, 18 (5): 749–762
Further readings will be provided by the teacher.
The reading list might be subject to changes.

Last updated on 05-04-2016