Excerpt from course description

Social Media and Networks


Social media platforms have for long bene part of businesses' value chains and a "hub" for shaping user experiences. But how should businesses approach the use of the technologies as an arena for value creation, where the social capital is strengthened through connecting purposes for the use of social media together with business areas and functions? It will be important to understand which tactical and strategic choices must be made to trigger gains through communicating effectively and credibly with the segment you want to reach.

Course content

  • Media- and consumer trends, drivers for change
  • The digital customer journey and the decisionmaking process
  • Strategic anchoring, organizational prerequisites
  • Use of social media platforms and networks in business operations and functions
  • Social media platforms, commonalities, distinctive features and characteristics
  • Channel strategy, communication and media planning
  • Content marketing, content production and storytelling
  • Media ethics and dilemmas
  • Measurement of communication effect


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