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2016/2017  KAN-CMLMV1065U  The Digital Enterprise: New Media Communication & Business Strategy

English Title
The Digital Enterprise: New Media Communication & Business Strategy

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
Min. participants 30
Max. participants 50
Study board
Study Board for MA in International Business Communication
Course coordinator
  • Mari-Klara Stein - Department of IT Management (ITM)
Mari-Klara Stein
Secretary: Jeanette Hansen (jha.itm@cbs.dk)
Main academic disciplines
  • Information technology
  • Communication
Last updated on 23-08-2016
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 usefulness of New Media technologies for an organization, seen from an operational point of view (e.g., communication, branding, innovation, etc.)
  • 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 Enterprise: New Media Communication and Business Strategy:
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 Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Winter, The examination will consist of an individual written assignment (max. 10 standard pages of 2275 characters each). The topic of the assignment will be formulated with the student half way through the course.
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

The topic must relate to:
- social production, open business and new business models;
- community building in online social media;
- addressing new issues in online business performance measurement, such as Web Analytics, Sentiment analysis;
- corporate communication strategy & new media
- other topics related to new media in organizations

The topic of the assignment 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.
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, 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 communication, innovation, branding and strategy.

Teaching methods
Group discussions
Hands-on project work
Student workload
Lectures 22 hours
Preparation for lectures 80 hours
Mid term project 30 hours
Exam 60 hours
Further Information

Changes in course schedule may occur
Thursdays 13.30-15.10, week 36-41, 43-48

Expected literature

Expected literature
Academic articles:

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

Bennett, W. L., & Segerberg, A. (2012). "The logic of connective action: Digital media and the personalization of contentious politics", Information, Communication & Society15(5), 739-768.
Deuze, M. (2006) ‘Participation, Remediation, Bricolage: Considering Principal Components of a Digital Culture’, The Information Society, 22: 63- 75
Gulbrandsen and Just, (2013), “Collaboratively constructed contradictory accounts : online organizational communication”, Media, Culture & Society, 35(5): 565-585. 
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,
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
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.

Berger, J., & Milkman, K. L. (2012). What Makes Online Content Viral? Journal of Marketing Research49(2), 192-205.
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

Hagiu, A., & Wright, J. (2013). Do You Really Want to Be an eBay?. Harvard business review, 91(3), 102-108.

Füller, J., Bartl, M., Ernst, H., & Mühlbacher, H. (2006). Community based innovation: How to integrate members of virtual communities into new product development. Electronic Commerce Research, 6(1), 57-73.

Background reading:
Siapera, E. (2012). Understanding new media, London: Sage

Brynjolfsson, E. & McAfee, A. (2014). The 2nd Machine Age, New York: W.W. Norton & Company

Further readings will be provided by the teacher.
The reading list is subject to changes.

Last updated on 23-08-2016