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2025/2026  KAN-CDIBV2502U  Digital Media and the Organization: Innovation, Branding, and Strategy

English Title
Digital Media and the Organization: Innovation, Branding, and Strategy

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 100
Study board
Study Board of Technology & Digitalisation
Course coordinator
  • Rob Gleasure - Department of Digitalisation (DIGI)
Main academic disciplines
  • Information technology
  • Communication
  • Strategy
Teaching methods
  • Blended learning
Last updated on 04-02-2025

Relevant links
Learning objectives
  • Critically assess the challenges and opportunities of digital media for an organization from an operational point of view (e.g., information management, marketing, public relations, management, product development)
  • Apply theory presented during the course to understand how a given organization can adapt their strategy and communication to address digital media challenges
  • Gather and analyze empirical data to support, challenge, and refine theoretical assumptions about a given organization
Examination
Digital Media and the Organization: Innovation, Branding, and Strategy:
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 Written assignment
Release of assignment An assigned subject is released in class
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 first written project exam, he/she can either submit a revised version of the project, or a completely new project for the re-exam
Description of the exam procedure

Students are required to choose a real-life organization and analyze how it utilizes digital media for organizational operations, using one or more theoretical framing as a lens for analysis. Empirical data (preferably qualitative data) should be collected to answer the research question. The topic of the report will be formulated with the student during the course.

 

 

 
Course content, structure and pedagogical approach

On the global marketplace, where demands for transparency and knowledge sharing are rising and where returns on investment (ROI) from traditional communication channels are declining, digital media – like YouTube, TikTok, Facebook, Instagram, and Twitter/X – have become vital tools for organizations, both internally and externally. With the pervasiveness of digital media, whereby potentially anyone can contribute, distribute, and publish content, new paradigms of 'reality' are told, shared, negotiated and disputed. Some call it democracy, others anarchy. Either way, being able to understand, utilize and capitalize on digital media is essential for the future systems manager, marketing director, management consultant, innovator and communications executive.

Taking an interdisciplinary approach, this course will introduce and discuss theories and empirical cases aiming at a better understanding the impacts and challenges of digital media technologies, and their significance in regards to organizational innovation, branding and strategy.

 
Research-based teaching
CBS’ programmes and teaching are research-based. The following types of research-based knowledge and research-like activities are included in this course:
Research-based knowledge
  • Classic and basic theory
  • New theory
  • Methodology
Research-like activities
  • Development of research questions
  • Data collection
  • Analysis
  • Discussion, critical reflection, modelling
  • Students conduct independent research-like activities under supervision
Description of the teaching methods
The course will be taught using a combination of pre-recorded lectures which describe new concepts and face-to-face classes which focus on discussion and analysis. Each concept will be taught using practical real-world examples and reflective questions for students.
Feedback during the teaching period
Each week will present students with cases/examples. Students will then post their solutions to the Discussion section on Canvas. Feedback will be provided on these solutions, complemented by peer discussion.
Student workload
Lectures 30 hours
Prep for classroom attendance 90 hours
Exam preparation 83 hours
Expected literature

Articles:

  • Dennis, A. R., Fuller, R. M., & Valacich, J. S. (2008). Media, tasks, and communication processes: A theory of media synchronicity. MIS Quarterly, 32(3), 575-600.
  • Kock, N. (2009). Information systems theorizing based on evolutionary psychology: an interdisciplinary review and theory integration framework. MIS Quarterly, 33(2), 395-418.
  • De Waal, F. B. (2008). Putting the altruism back into altruism: the evolution of empathy. Annual Review of Psychology, 59(1), 279-300.
    Centola, D. (2022). The network science of collective intelligence. Trends in Cognitive Sciences, 26(11), 923-941.
    Gioia, D. A., Schultz, M., & Corley, K. G. (2000). Organizational identity, image, and adaptive instability. Academy of management Review, 25(1), 63-81.
  • Flyvbjerg, B. (2006). Five Misunderstandings About Case-Study Research. Qualitative Inquiry, 12(2), 219–245.

 

Some of the expected literature might change. The complete list of mandatory readings will be included as the course syllabus is uploaded, before the start of the semester.
Last updated on 04-02-2025