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2022/2023  KAN-CKOMV1502U  Communication and Social Media Management

English Title
Communication and Social Media Management

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 10
Study board
Study Board for BSc/MSc in Business Administration and Organizational Communication, MSc
Course coordinator
  • Alex Klinge - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Intercultural studies
  • Communication
  • Language
Teaching methods
  • Face-to-face teaching
Last updated on 10-02-2022

Relevant links

Learning objectives
At the end of the course, students are expected to be able to:
  • Analyse, reflect on and be able to produce a consistent professional solution to a given communication challenge
  • Be able to analyze a context of communication, to produce a professional and consistent communication product and enter into a professional dialogue with stakeholders about the appropriateness of a given solution to a communication challenge relative to the strategic aims of the organization;
  • Use grammatically correct and situationally and culturally adequate, professional English business language and images to communicate the information in question across the relevant media to the relevant target groups in writing as well as in spoken language.
Course prerequisites
Can only be taken as part of the Minor in International Business Communication.

Students are expected to have solid proficiency in linguistic analysis, genre analysis and in professional target group analysis in various communication situations.
Communication and Social Media Management:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Group exam
Please note the rules in the Programme Regulations about identification of individual contributions.
Number of people in the group 2
Size of written product Max. 10 pages
The communication products submitted for the portfolio exam are revised versions of assignments discussed throughout the course. The grade is based on an overall assessment of the quality of the communication products relative to the aims of the organisations.

Size of communication products submitted: Max. 1 page of analysis and 3 written pages of communication, max. 1 page of analysis and 4 slides of communication, max. 1 page of analysis and a 5 minute video presentation backed by slides in the Panopto format. Front pages for the communication text and the slides are not counted.
Assignment type Case based assignment
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
The re-take exam is constituted by the same portfolio of cases as the ordinary exam. If a student fails the ordinary exam, she submits a revised version of her own contribution to the case portfolio at the re-take exam. If she needs to revise the video presentation individually, it must last 2.5 minutes. If both partners fail, they submit a joint revised version of the entire portfolio with an indication of who is responsible for what.
Description of the exam procedure

The exam is a portfolio exam based on a portfolio of communication analyses and products which have been submitted, commented on and discussed as assignments and case resolutions during the course.


The two partners must equally contribute to the case resolutions included in the portfolio and they must indicate clearly through their student identification numbers who is responsible for what subparts of the resolutions. The video presentation must similarly be shared equally between the partners.

Course content, structure and pedagogical approach

A red thread running through the course is the focus on the role of the professional communicator in the organization in analyzing communication challenges and providing professional solutions which support the business aims of the organization, spanning diverse areas such as corporate language policies to SoMe strategy. The course is structured in such a way that students acquire research-based background knowledge, which is subsequently transferred into the skills needed to produce a given communication solution. Students thus progress from theoretical readings to analysis to solutions across a selection of media and modalities.


Students will work with cases and produce written and oral communication that supports organizational strategy while giving due consideration to relevant stakeholders and the ambiguities and dilemmas involved in addressing stakeholder interests. The language used in all communication is English as a corporate lingua franca and the course addresses matters of language and communication norms associated with English used for professional purposes (i.e. Business English Lingua Franca) which the students are expected to acquire.


Students will work together in pairs to create an environment of collaborative learning and sharing of critical insights. Moreover, cases produced, commented on and discussed in the course of the semester will be brought together in a portfolio which is submitted as a portfolio exam at the end of the course.

Description of the teaching methods
Teaching methods will vary across the course, depending on the task at hand. The main components will be introductions by the teacher(s) and possible guest lecturers, discussions, collaborative student work, student presentations, reflecting teams, analytical exercises, tutorials, and teacher feedback.

The students will be encouraged to actively share experiences, ideas, information, documents etc. to support and enhance learning through collaborative activities.
Feedback during the teaching period
The extensive use of case-based work and the portfolio format accommodate both individual and collective continuous feedback. The students submit case resolutions and receive feedback that can be directly translated into achieving the learning goals.

The course also invites dialogue between students and between students and teacher about how to continuously improve upon performance.
Student workload
Class hours 27 hours
Preparation for class 92 hours
Writing of exam portfolio 37 hours
Assignments written during the course 30 hours
Other activities, e.g. tutorials or workshops 20 hours
Total 206 hours
Expected literature

Conrad, D. and R. Newberry (2011). Identification and instruction of Important Business Communication Skills for Graduate Business Education. Journal of Education for Business. Volume 87, 2012 - Issue 2.


DiFonzo, N. and P. Bordia, 1998, A Tale of Two Corporations Managing Uncertainty during Organizational Change, Human Resource Management, Vol. 37, No.3&4, pp.295-303.


Fredriksson, R., W. Barner-Rasmussen, R. Piekkari, (2006) "The multinational corporation as a multilingual organization: The notion of a common corporate 
language", Corporate Communications: An International Journal, Vol. 11 
Issue: 4, pp.406-423.


Saunders, M, P. Lewis, A. Thornhill, 2019, Research Methods for Business Students, 8th ed., New York: Pearson.


Van Looy, A. (2016). Social Media Management. Technologies and Strategies for Creating Business Value. Berlin: Springer.


Welch, M. and Jackson, P. (2007), Rethinking internal communication: a stakeholder approach. Corporate Communications: An International Journal, Vol.12 No 2, pp.177-198.

Last updated on 10-02-2022