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2020/2021  KAN-CCMVV4040U  Social Media Marketing (online course)

English Title
Social Media Marketing (online course)

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Quarter
Start time of the course Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 200
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Edlira Shehu - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
Teaching methods
  • Online teaching
Last updated on 04-06-2020

Relevant links

Learning objectives
  • 1. Formulate, delimit and analyse a research topic within the topics of the course.
  • 2. Select and apply theories and methods from the course curriculum to address the outlined research topic in the exam project and argue for their relevance.
  • 3. List and critically reflect on the pros/cons as well as possible inherent contradictions of theories and methods applied in the exam project.
Course prerequisites
Basic knowledge about marketing, consumer behavior and empirical analysis (qualitative or quantitative) is a prerequisite
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-point grading scale
Examiner(s) One internal examiner
Exam period Winter
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.
Course content, structure and pedagogical approach

The intention of this course is to give you a deep understanding of why individuals engage with products and brands in social media, and what this implies for companies. 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). Thus, the course focuses on the assignment work as the key learning process. The course lecture topics provide inspiration for your project, for instance, in terms of videos, slides and other course materials.


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 marketingcommunication may lead 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 higher engagement, word of mouth, and ultimately purchase.


The course topics are designed to support your assignment work and include the following: 1) Social Media Motivation; 2) Advertising on Social Media;  3)Self-representation the extended self; 4) Brands and brand loyalty; 5) Community identification and loyalty; 6) Blogging; 7) Crowdsourcing;  8) Integrated Marketing Communication.

Description of the teaching methods
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. The ideal learning journey is to search for a relevant topic or case for your assignment in the first weeks. Then you draft a problem delimitation and select and apply relevant parts of the course curriculum to investigate the outlined problem, and finally you write up your project. 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.
Feedback during the teaching period
Feedback is built into the design of the course. Students can receive both peer feedback and feedback from the teacher throughout the 8 course weeks. After the end of the 8 week course period, no further feedback will be given.
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

Selected articles:

  • Wan-Hsiu S. T. & Linjuan R. M. (2013). Motivations and Antecedents of Consumer Engagement with Brand Pages on Social Networking Sites, Journal of Interactive Advertising, 13(2), 76-87.
  • Logan, K. (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.  
  • Mochon, D., Johnson, K., Schwartz, J., & Ariely, D. (2017). What Are Likes Worth? A Facebook Page Field Experiment. Journal of Marketing Research, 54(2), 306–317.
  • Berger, J., & Milkman, K. L. (2012). What Makes Online Content Viral? Journal of Marketing Research, 49(2), 192–205.
  • Shehu, E., Bijmolt, T. & Clement, M. (2016). Effects of Likeability Dynamics on Consumers' Intention to Share Online Video Advertisements, Journal of Interactive Marketing, 35(August), 27-43.
  • Gilly, H. & Schau,M. (2003). We Are What We Post? Self-Presentation in Personal Web Space. Journal of Consumer Research, 30(3), 385-404
  • Belk, R. (2013). Extended Self in a Digital World, Journal of Consumer Research, 40(3), 477-500.
  • Grewal, L., Stephen, A. & Verrochi Coleman N. (2019). When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest, Journal of Marketing Research, 56(2) 197-210.
  • Kozinets et al., (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online communities, Journal of Marketing, 74(2), 71-89.
  • Hughes, C., Swaminathan , V. & Brooks, G. (2019). Driving Brand Engagement through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns, Journal of Marketing, 83(5), 78-96.
Last updated on 04-06-2020