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2023/2024  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 Quarter
Start time of the course First Quarter
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
  • Marina Leban - Department of Marketing (Marketing)
Main academic disciplines
  • Information technology
  • Communication
  • Marketing
Teaching methods
  • Blended learning
Last updated on 08-02-2023

Relevant links
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors:
  • Explain how social media impacts various functions and processes of private and public organizations (e.g. marketing, customer service, HR etc.)
  • Define, develop and critically assess social media strategies, 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
  • Identify and critically discuss ethical dilemmas related to social media management on an individual and societal level
Course prerequisites
There are no formal prerequisites for being admitted to the course. Familiarity with topics in marketing and consumer behavior is desired but not required.
Examination
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 Case based assignment
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
Duration 48 hours to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Autumn
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

We are in the midst of a period of profound and prolonged change in the world of information technology, marketing, and communication. Media has gone social. Broadcast channels, which were once monologs, have become complex conversations. Consumers now live in a digital world – one in which consumers connect and engage with brands on social media. Therefore, social media has now become an integral part of current business strategy and social media impacts various areas of the organization – both in terms of adding value as well as posing new challenges for organizations.

 

This course provides students with an overview of the core principles, theories, and concepts of social media management, with a special focus on the challenges of companies operating local and global markets. Subjects covered may include social media marketing planning and strategies; online branding; collecting and analyzing social media metrics; as well as ethical and privacy issues. Overall, this course will provide students with an up-to-date, informed, and practical understanding of the new rules of the social media ecosystem, and how to work within it to ensure companies’ long-term success.
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. Students are expected to prepare the assigned material before joining the exercise classes. Exercise classes will be interactive, in which students will have to discuss and apply concepts and theories to cases and other exercises.
Feedback during the teaching period
The students will receive feedback in written or oral format from the teacher on online quizzes, oral presentations, and plenum discussions about theories and solutions to practical social media management challenges.
Student workload
Participation 38 hours
Preparation 120 hours
Examination 48 hours
Expected literature

A list of selected literature can be found below. Please note that this list is not comprehensive.

 

Berger, J., & Milkman, K. L. (2012). What Makes Online Content Viral? Journal of Marketing Research, 49(2), 192–205.

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, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70.

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.

Tuten, T. L. (2020). Social media marketing. London: SAGE Publications Ltd. (some chapters)

 

The full list of readings will be available on Canvas at the beggining of the semester.
Last updated on 08-02-2023