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2019/2020  BA-BINTV1050U  Social Media Management

English Title
Social Media Management

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 80
Study board
Study Board for BSc/MSc in Business Administration and Information Systems, BSc
Course coordinator
  • Alivelu Manga Mukkamala - Department of Digitalisation
Main academic disciplines
  • Management
  • Methodology and philosophy of science
  • Business psychology
Teaching methods
  • Face-to-face teaching
Last updated on 12-09-2019

Relevant links

Learning objectives
After the course, the student should be able to:
  • Explain how social media impacts various functions and processes of private and public organizations (e.g. marketing, customer service, HR etc.)
  • Identify how organizations can derive value from social media
  • Develop a social media strategy
  • Define social media metrics and key performance indicators for social media activities
  • Evaluate social media activities
  • Explain and apply key concepts of social influence theory as the basis of social media
  • Derive customer insights from social data
Course prerequisites
There are no formal prerequisites for being admitted to the course. Familiarity with topics in management studies is desired but not required.
Prerequisites for registering for the exam (activities during the teaching period)
Number of compulsory activities which must be approved: 2
Compulsory home assignments
There are 3 mandatory activities through the semester. Each student must partake in one group presentation during the semester, and complete 2 online quizzes.

Each student has to get 2 activities approved in order to go to the ordinary exam. There will not be any extra attempts provided to the students before the ordinary exam. If a student cannot participate in the activities due to documented illness, or if a student does not get the activity approved in spite of making a real attempt, then the student cannot participate the ordinary exam.
Before the re exam the student will be given one extra attempt: one home assignment (10 pages) to make up for two mandatory activities.
Social Media Management:
Exam ECTS 7,5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 3 hours
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Aids Open book: all written and electronic aids, including internet access
Read more here about which exam aids the students are allowed to bring and will be given access to : Exam aids and IT application package
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Description of the exam procedure

Exam will be part multiple choice, part written exam.

Course content, structure and pedagogical approach

The course aims to give an introduction to social media management as a broad discipline. As such, it investigates how the emergence of social media impacts various areas of the organization – both in terms of adding value as well as how social media pose challenges for organizations. Students are expected to take active part in class discussions and give group presentations.


The content of the course is structured in a number of themes as outlined below: 
Social influence theory 
Social Media Strategy 
Social Media in Marketing 
Social Media in Innovation 
Social Media in Customer Service 
Social Media in Human Resource Management 
Social Media in Public Sector 
Social Media in B2B

Social Media Analytics

Multinational Social Media Management
Ethics, Privacy & Security

Description of the teaching methods
Lectures and Exercises
Feedback during the teaching period
The teacher will give continous feedback during the course.
Student workload
Lectures 36 hours
Preparation for lectures and exercises 70 hours
Project Report 40 hours
Project Exam 60 hours
Total 206 hours
Expected literature

The literature can be changed before the semester starts. Students are advised to find the  final literature on Canvas before they buy the books.


Text Book:
Van Looy, A. (2016). Social Media Management. Springer. ISBN 978-3-319-21990-5.

Last updated on 12-09-2019