Excerpt from course description

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.

Course content

  • Media developments, consumer trends, drivers of change
  • The digital customer journey
  • Strategic anchoring, organizational prerequisites
  • Social channels and networks in business operations;
    • Analysis/insight
    • 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


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