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2022/2023  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 11-02-2022

Relevant links

Learning objectives
  • Formulate, delimit and analyze a research topic within the topics of the course.
  • Select and apply theories and methods from the course curriculum (and beyond) to address the outlined research topic in the exam project and provide arguments for their relevance.
  • List and critically reflect on the pros/cons as well as possible inherent contradictions of theories and methods applied in the exam project.
  • Develop a study design (qualitative or quantitative) that allows you to collect relevant data for testing your research question empirically. Secondary data is also allowed.
  • Analyze the data, interpret results and discuss academic and managerial implications.
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. 15 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 provide a deep understanding of why individuals engage with products and brands in social media, and what this implies for companies' communication strategies in social media. hat this implies for companies’ communication strategies in social media. Based on this knowledge and understanding, the students should develop a research question, develop a conceptual model, decide what types of data they need to study the quesiton empirically, design a study design and collect data, as wel as analyze the data and derive conclusions and managerial implications. The final output is a final assignment of 15 pages. Thus, the course focuses on the assignment work as the key learning process.


In contrast to other courses, where an assignment is written at the end of the course, the purpose of this course is to have the assignment conceptualized (and written) during the course. Thus, the course can be considered as a “lab” where students work with a topic of their own interest from the realm of social media marketing, apply relevant theories, and develop an empirical study to analyze. The theories and concepts used should build on the curriculum and the mandatory references of the course. The process and working with own data will provide hands-on experience of real world challenges and realistic scenarios. The experience of drafting a research question and analyzing it with own data is an excellent exercise for the master thesis. It is mandatory that the final assignment is based on an empirical work (qualitative or quantitative).


The course is research-based, in the sense that material on several topics via slides and videos are made available that base on current and relevant scientific articles published in top scientific marketing journals.


Description of the teaching methods
As a fully online course it runs over 8 weeks. It is very important that all students are active from day one. The ideal learning journey is to search for a relevant topic for the 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 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.
  • 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.
  • Li, Y. and Xie, Y. (2020). Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement, Journal of Marketing Research, 57(1), 1-19.
  • Leslie, J. Emrich, O., Gupta, S., & Norton, M. (2017). Does "Liking" Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes, Journal of Marketing Research, 54(1), 144-155.
    • Klostermann et al. (2018): Extracting Brand Information from Social Networks: Integrating Image, Text, and Social Tagging Data, International Journal of Research in Marketing 35, 538–556.
    • Hartmann, J. et al. (2021): The Power of Brand Selfies, Journal of Marketing Research, forthcoming.
Last updated on 11-02-2022