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2018/2019  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
Teaching methods
  • Online teaching
Last updated on 07-02-2018

Relevant links

Learning objectives
  • 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. Based on a portfolio of own contributions, demonstrate the ability to reflect on own activities, interactions and related learnings throughout the course and argue for their substantiveness and relevance for the final 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 exam
Size of written product Max. 10 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 Autumn
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

Note that online activities and interactions posted on Learn throughout the course form part of the basis for the assessment, as stated in the learning objectives.

Course content and structure

This is an "Advanced Course" in the category of "Master Thesis Prepatory Courses". The intention of this course is to give you a deep understanding of how and why social media platforms are “social” and the implications of this for companies, for instance, in terms of engagement levels and brand loyalty. A cornerstone to provide this understanding is the assignment that you begin to develop from the very beginning of the course and where you collect your own primary data (mandatory). So this is not an ordinary course, but focus on the assignment work as the key learning process. Working with your own data, will provide you with hands-on experiences of what real worlds challenges users tend to face and realistic scenarios concerning managerial implications. The course lecture topics provide inspiration for your project, for instance, in terms of videos, slides and other course materials. A core focus of the course is to apply scientific methods when collecting your own primary data instead of just describing the rapidly shifting technical tools and potential practical marketing tools. Tools and platforms arise and disappear quickly, but an understanding of how and why users engage on social media platforms and its implication for companies in terms of, e.g., loyalty is long lasting and can be applied across platforms; also when new platforms develop in the future.


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 behavioral outcome, for instance, Liking as compared to (long term) loyalty. 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.


The course topics are designed to support your assignment work and include the following: 1) User’s perceptions of advertising and their motivation to engage on social media 2) Self-representation and self-expressive brands on social media 3) Blogs, crowdsourcing - and brand communities 4) Integrated Marketing Communication and 5) Multi-stakeholder branding.

Description of the teaching methods
This is an "Advanced Course" in the category of "Master Thesis Prepatory Courses". As a fully online course it runs over 8 weeks. It is very important that you are active from day one. If not, it can be hard to catch up with ongoing course activities. Already from week two of the course you begin to search for a relevant topic or case for your assignment, and shortly after you will get oral feedback online on your preliminary project idea from your teacher. Then you submit a problem delimitation that you first get comments from your course peers and then from the teacher on a revised version. Based on this input you prepare and implement the data collection (it is mandatory to collect primary data) and write up your assignment. The hand-in of the home assignment will take place two weeks after the 8 week course period. The course will provide you with resources that can support your work with the assignment: 1) articles in course curriculum, 2) video lectures on topics that could be relevant for your project 3) slides from video lectures and a conceptual toolbox 4) guest lecturers and social media related business videos.

Another way to support your learning process is to choose to work in groups. The course will provide you with that option. Your assignment is individual, but even so, group members can support each other, for instance, by discussing each other’s problem delimitation. Note that online activities and interactions posted on CBS Learn throughout the course form part of the basis for the assessment, as stated in the learning objectives. No contributions will be accepted after the assignment has been handed in.
Feedback during the teaching period
Feedback is part of the fundamental DNA of this course and build into the design of the course. As mentioned elsewhere in this course description the student is given feedback both oral feedback from the teacher, then peer feedback and then after that written feedback on the 3 page problem delimitation that the student should craft.
Student workload
Immersion into course topics and preparation of your assignment 123 hours
Teaching in terms of course topic feedback on assignment 33 hours
Exam in terms of the final writing of the assignment 50 hours
Expected literature

Kozinets, R. (2017). Brand Networks as the Interplay of Identities, Selves, and Turtles: Commentary on 'Interplay between intended brand identity and identities in a Nike related brand community: Co-existing synergies and tensions in a nested system’. Journal of Business Research, Vol 70, 441-442de Vries et al. (2017). Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations. Computers in Human Behavior 75 , 272-282.

Gao and Feng (2016). Branding with social media: User gratifications, usage patterns, and brand message content strategies. Computers in Human Behavior 63 , 868-890.

Lauren I. Labrecque (2016) Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction. Journal of Interactive Marketing 28 , 134–148

Kwon et al. (2017) Consumers' Social Media Advocacy Behaviors Regarding Luxury Brands: An Explanatory Framework, Journal of Interactive Advertising, 17:1, 13-27.

Hudson et al. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing 33 , 27–41.

Kornum, Gyrd-Jones, Al Zagir and Brandis, (2017). Interplay between intended brand identity and identities in a Nike related brand community: Co-existing synergies and tensions in a nested system. Journal of Business Research, Vol 70, 432-440

Kozinets, R. (2017). Brand Networks as the Interplay of Identities, Selves, and Turtles: Commentary on 'Interplay between intended brand identity and identities in a Nike related brand community: Co-existing synergies and tensions in a nested system’. Journal of Business Research, Vol 70, 441-442

Wan-Hsiu Sunny Tsai & Linjuan Rita Men (2013) Motivations and Antecedents of Consumer Engagement With Brand Pages on Social Networking Sites, Journal of Interactive Advertising, 13:2, 76-87.

Kelty Logan (2014) Why Isn't Everyone Doing It? A Comparison of Antecedents to Following Brands on Twitter and Facebook, Journal of Interactive Advertising, 14:2, 60-72

Cuauhtemoc Luna-Nevarez & Ivonne M. Torres (2015) Consumer Attitudes Toward Social Network Advertising, Journal of Current Issues & Research in Advertising, 36:1, 1-19.

Elaine Wallace Isabel Buil Leslie de Chernatony Michael Hogan, (2014a),"Who “Likes” You … and Why? A Typology of Facebook Fans From “Fan”-atics and Self-Expressives To Utilitarians and Authentics. Journal of Advertising Research, March

Elaine Wallace Isabel Buil Leslie de Chernatony , (2014b),"Consumer engagement with self-expressive brands: brand love and WOM outcomes", Journal of Product & Brand Management, Vol. 23 Iss 1 pp. 33 – 42.

Hung, H. (2014). Attachment , identification, and loyalty: Examinining mediating mechanism across brand and brand community contexts. Journal of Brand Management, Vol 21, 7/8, 594-614

Kim et al. (2011). Examining knowledge contribution from the perspective of an online identity in blogging communities. Computers in Human Behavior, 27, 1760-1770.

Kozinets et al., (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online ommunities. Journal of Marketing, 74 , 2, pp. 71-89

Antorini and Muniz (2013) .The Benefits and Challenges of Collaborating with User Communities. Research Technology Management. May/Jun2013, Vol. 56 Issue 3, p21-28.

Daren C. Brabham (2010) Moving the crowd at Threadless. Information, Communication & Society, 13:8, 1122-1145.

Smith (2012). Beyond Promotion: Conceptualizing Public Relations in Integrated Marketing Communications. International Journal of Integrated Marketing Communications. Spring2010, Vol. 2 Issue 1, p47-57
Racki and Racki (2014). Integrated marketing communications paradigm in digital environment: the five pillars of integration. Megatrend Review. 2014, Vol. 11 Issue 1, p187-203

Kornum and Mühlbacher (2013). Multi-stakeholder virtual dialogue: Introduction to the special issue2013 Journal of Business Research, Vol 66(9), Sep, 2013. Special Section: Multi-stakeholder virtual dialogue, pp. 1460-1464

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

Hillebrand, Bas; Driessen, Paul; Koll, Oliver. (2015). Stakeholder marketing: Theoretical foundations and required capabilities. Journal of the Academy of Marketing Science., Vol. 43 Issue 4, p411-428.

Ryan, R. M., Deci, E. L. (2000).Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, Vol 55(1), Special Issue: Positive Psychology. pp. 68-78

Kozinets, (2002) The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities., Journal of Marketing Research (JMR), Feb, Vol. 39 Issue 1, p. 61-72

Langer and Beckman (2005) Sensitive research topics: netnography revisited. Qualitative Market Research: An International Journal, Vol. 8 No. 2, pp. 189-203

Last updated on 07-02-2018