ELE 3707 Social Media and Networks
Social media and networks have long been part of companies' value chains and a "hub" for shaping user experiences. But how should companies approach the use of technology as an arena for value creation, where social capital is strengthened by connecting social media purposes with business areas and functions? It then becomes important to understand the tactical and strategic choices that must be made to trigger gains by communicating effectively and credibly with the person you want to reach.
After completing the course, students should have:
• Knowledge of the purposes of social media within the company's business areas and functions
• Know strategic planning of marketing activities in social channels
• Understanding of the channels' uniqueness as a starting point for the production of varied and engaging content
After completing the course, students should:
• Be able to connect social media purposes with business functions
• Assist in the planning of social media for strategic communication and marketing purposes
• Contribute with content production and assessment of how, where and when content is to be published across channels
After completing the course the students should:
• Be able to reflect and discuss relevant academic issues about openness and transparency as core values in communication.
• Be able to reflect on how and why presence in social channels must be integrated into a larger media strategy across channels.
- Media developments, consumer trends, drivers of change
- The digital customer journey
- Strategic anchoring, organizational prerequisites
- Social channels and networks in business operations;
- internal communication, knowledge sharing and interaction
- marketing and branding
- open innovation
- Social media platforms, commonalities, distinctive features and characteristics
- Communication strategy and communication planning
- Media strategy and media planning
- Content marketing, content production and storytelling techniques
- Ethics and law
- Measurement of communication effect
The course is conducted as weekly classroom teaching divided into two and four teaching hours every two weeks. In the weeks with + 2 lectures, parts of the teaching are given in the form of discussions and exam-relevant exercises which are reviewed in plenary. The exercises will form the basis for work on the final project assignment, which must be handed in after the course has ended.
Where the course is delivered as an online course, the lecturer will, in collaboration with the study administration, arrange an appropriate combination of digital learning resources and activities. These activities will correspond to the stated number of teaching hours delivered on campus. Online students are also offered a study guide that will provide an overview of the course and contribute to course progression. The total time students are expected to spend completing the course also applies to online studies.
For electives re-sit is normally offered at the next scheduled course. If an elective is discontinued or is not initiated in the semester it is offered, re-sit will be offered in the electives ordinary semester.
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
No specific prerequisites required.
|Exam category||Weight||Invigilation||Duration||Grouping||Comment exam|
Form of assessment:
Examination when next scheduled course
|100||No||1 Semester(s)||Group/Individual (1 - 3)||The course concludes with an assignment that is solved individually or in groups of up to three (3) students. The assignment counts 100 percent of the grade in the course.|
|Form of assessment:||Written submission|
|Grouping (size):||Group/Individual (1-3)|
|Comment:||The course concludes with an assignment that is solved individually or in groups of up to three (3) students. The assignment counts 100 percent of the grade in the course.|
|Resit:||Examination when next scheduled course|
Prepare for teaching
Group work / Assignments
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.