ELE 3707 Social Media


ELE 3707 Social Media

Responsible for the course
Cecilie Staude

Department of Marketing

According to study plan

ECTS Credits

Language of instruction

The media-marketplace, with its traditional communication pattern is faced with drastic change. Social networks as Facebook, Twitter and blogs create new arenas for political, social and opinion exchange, where the future for this online social communication have been for tolled an important democratic role in the modern society.

Social network have shaped new social environments and possibilities for sharing information, knowledge and experiences in a wider extent than previous noted. This provides the foundation for possibilities and challenges for brands, companies, organizations, political parties and other stakeholders that have a profound interest in reputation- and communication management. In this new media scene it’s important to understand the requirement behind the methods of efficient and trustworthy communication with your key interest segment.

Learning outcome
Aquired Knowledege

  • To understand what social media is and how the new media-market change the premises for communication
  • Create a understanding for central key motivators behind user involvement and dialog in social networks
  • To broaden the understanding behind the interaction between new and traditional media

Aquired Skils
  • Be able to account and discuss how online social environments and online activity can strengthen the democratic participation and change a potential power stronghold
  • Be able to create personal, conversational and value based communication in social edia
  • Be able to account for traditional and social medias strengths and weaknesses in regards to communication and marketing. Besides, be able to identify different strategies that build on each medias strengths and weaknesses to create communication synergies.

The students should be able to openly reflect upon the transparency behind communications core values. Besides, the students should be able to see that dialog is a prerequisite behind creating value for the communicator.


Compulsory reading
Enjolras, Bernard ... [et al.]. 2013. Liker - liker ikke : sosiale medier, samfunnsengasjement og offentlighet. Cappelen Damm akademisk
Staude, Cecilie og Svein Tore Marthinsen. 2013. Sosial kommunikasjon : personlig - samtale - verdi. Kommuneforlaget
Aalen,Ida. 2012. En kort bok om sosiale medier. Fagbokforlaget. 150 sider

Recommended reading
Bradley, Anthony, J. and McDonald Mark P.. 2011. The social organization : how to use social media to tap the collective genius of your customers and employees. Harvard Business School Press. 272 sider
Brønn, Peggy Simcic [et al.]. 2012. Sosiale medier fra innsiden og ut : intern samhandling og dialog. Kommuneforlaget. 153 sider
Kotler, Phillip, Hermawan Kartajaya og Iwan Setiawan. 2010. Markedsføring 3.0 : fra produkter til kunder til den menneskelige ånd. Hegnar media. Finnes også i engelsk utg. Marketing 3.0
Krokan, Arne. 2010. Den digitale økonomien : om digitale tjenester, forretningsutvikling og forretningsmodeller i det digitale nettsamfunnet. Cappelen akademisk forlag. 271 sider

Collection of articles:
Et utvalg av artikler vil tilgjengeligsgjøres for nedlasting av studentene på It's Learning

Course outline
  • Social media as a phenomenon and its role in the development of democracy
  • Social media, different characteristics
  • Platforms, characteristics and properties
  • Social media in the marketing mix
  • Strategies
    • Personality
    • Conversations
    • Value
  • Challenges
  • Social media and authority- changed power-structures, legal aspects
  • Organizational culture and ethical problems in social media

Computer-based tools

Learning process and workload
The course is conducted through classroom lectures, and discussions on Facebook.

Recommended use of hours:
Participation in lecture
Preparation to lecture /reading literature
Project paper / Write blog-posts/status, discussions on Facebook
Recommended allocated time-effort

    A project assignment that is solved individually or in groups of three (3) students concludes the course.
    The project should appear as acomunication plan in social media. In addition, each student must hand in a self-assessment that provides a brief description of the learning outcomes in relation to the course learning objectives, and a reasoned character suggestions and documentation of students' participation in the blog / facebook to be submitted along with the project paper, exam papers, which will follow BI's template references, should be a maximum of 20 pages (excluding self-assessment, cover page, table of contents, references and any appendices).
    Exam papers, student engagement / participation on Facebook and self-evaluation count for 100% of the grade.

    Examination code(s)
    ELE 37071 Project paper, counts fr 100 % to obtain final grade in ELE 3707 Social Media, 7,5 credits.

    Examination support materials
    Alle support materials allowed.

    Re-sit examination
    Re-sit is offered at next sceduled course.

    Additional information