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2022/2023  BA-BMAKV2202U  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 Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Min. participants 20
Max. participants 60
Study board
Study Board for BSc in Business Administration and Market Dynamics and Cultural Analysis
Course coordinator
  • Liana Razmerita - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Information technology
  • Management
  • Organisation
Teaching methods
  • Blended learning
Last updated on 16-02-2022

Relevant links

Learning objectives
  • Identify how companies can derive value from social media
  • Explain the role of social media for digital work, communication, and innovation
  • Apply and discuss core concepts and theories from the course to analyze the selected case of digital knowledge work practices, communication or innovation
  • Identify and discuss social media strategies, metrics and key performance indicators for social media management
  • Discuss how social media management affects business strategies and innovation processes
Course prerequisites
no prerequisites are required for this course.
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): 1
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 2 weeks to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach


The effective management of digital work is key for innovation and competitiveness in a globalized business society. Enterprise social media has changed the way knowledge workers and customers interact, collaborate, and do business within and across the organization.


This course discusses the multifaceted role of social platforms for managing knowledge work. The course covers aspects related to how enterprises use social platforms to communicate, collaborate, manage knowledge processes and innovate. It focuses on the use of digital platforms within different institutional and cultural contexts. Furthermore, the course uses an extensive body of research and theories to show how management of knowledge in organizations relates to norms, work practices, organizational culture but also motivations, and behaviors of knowledge workers.


The course will provide a fundamental coverage of the following topics:

  • Discuss different types of knowledge
  • Process of managing knowledge, collaboration and communication
  • The role of social media for communication and collaboration.
  • Social media analytics
  • Social media engagement
  • The dynamics of knowledge creation and team working
  • Knowledge collaboration and co-creation
  • Ethics, security and privacy concerns 
Description of the teaching methods
The course will draw upon research, case studies, examples of real-life practices relevant to the students. Teaching methods will include lectures, discussions of case studies and hands-on project work as well as presentations by students of group-work assignments.
Feedback during the teaching period
The students will be invited to give short presentations of their ongoing project work to teachers and students in order to prepare for the exam and sharpen their approach. This will be done in regular lectures to help the students better integrate theoretical concepts and reflections in their projects. Furthermore, a number of workshops are dedicated to group work and feedback to student groups.
Student workload
Individual preparation (reading course materials etc.) 80 hours
Group work and assignements 40 hours
Written exam 60 hours
Course participation 30 hours
Expected literature

Some references for the course. The full list of readings will be available on Canvas.


Corritore, M., Goldberg, A., & Srivastava, S. 2020. The new analytics of culture. Harvard Business Review.


Leonardi, P. M. 2017. The social media revolution: Sharing and learning in the age of leaky knowledge. Information and Organization27, 47–59


Razmerita, L., Kirchner, K., & Nielsen, P. 2016. What factors influence knowledge sharing in organizations? A social dilemma perspective of social media communication. Journal of Knowledge Management, 20(6), 1225-1246. 


Tracy L. Tuten and Michael R. Solomon, 2014,  Social Media Marketing Pearson-excerpts


Please note that this list is subject to change.


Last updated on 16-02-2022