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2021/2022  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
  • Information technology
  • Management
  • Business psychology
Teaching methods
  • Blended learning
Last updated on 09-02-2021

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 and critically assess a social media strategy
  • Define social media metrics and key performance indicators for social media activities
  • Analyze and report on the current social media engagement of a real-world case company
  • Develop implications for social media management in terms of values, principles, strategies, policies, and innovation processes
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 (see section 13 of the Programme Regulations): 2
Compulsory home assignments
There are 3 mandatory activities through the semester: 2 online quizzes and one group presentation during the semester.

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 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
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

Ethics, Privacy & Security


During the course, the students will take part in 3 mandatory assignments: 2 online quizzes and one group presentation. All these mandatory activities will help the students to get themselves prepared for the final examination. Through the presentation exercise,  the students are expected to choose a real-world case to analyse by applying the above-mentioned theories. This will enable the students to prepare for their final project-based home assignment at the end of the course.




Description of the teaching methods
The course is a blended learning course. Most of the lectures will be prerecorded and made available online. Few lectures and all the exercises will be on campus.
Feedback during the teaching period
The students will receive feedback to the mandatory assignments during the course:
- The correct answers to the quizzes will be shown to the student after completing the quiz.
- In-class feedback to oral presentations by peers and the teacher.
- The students and the teacher will engage in dialogue about theories and solutions to practical social media management challenges.
Student workload
Lectures (10X3) 30 hours
Exercises (4 X 2) 8 hours
Preparation for lectures and exercises 108 hours
Project Report 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 any material.


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

Articles will be handed out/made available during the course

Last updated on 09-02-2021