JCU Logo

JOHN CABOT UNIVERSITY

COURSE CODE: "CMS/MGT 361"
COURSE NAME: "Social Networks and Media Management"
SEMESTER & YEAR: Spring 2022
SYLLABUS

INSTRUCTOR: Tanja Lanza
EMAIL: [email protected]
HOURS: MW 10:00 AM 11:15 AM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: Junior Standing
OFFICE HOURS:

COURSE DESCRIPTION:
This course explores the significance of social networks in business and social life. The focus of the course is to critically appreciate social media platforms across a variety of contexts. The course investigates issues related to the management of social media in terms of the strategies and tactics related to successful deployment and cultivation of business/social initiatives and the redefinition of the customer/user as a central element in value creation. Issues related to participatory culture, communication power, collaborative work and production, privacy and surveillance, and political economy of social media are explored in depth through the use of contemporary cases.
SUMMARY OF COURSE CONTENT:

 We tweet, we like, and we share— but what are the consequences? In this course we’ll explore agnostically what’s on the other side of your screens, to learn how to manage, curate, promote and experience better social media in our communication strategies and social experiences.   

LEARNING OUTCOMES:

1. Be informed on the current social media scenario, the latest trends and challenges to learn how to master them

2. Learn - through modern cases- all sides of social media’s impact on social and business life (legal, political, social, environmental, economical).

3. Learn a social media strategy framework to plan a structured online presence

4. Learn what is an omni-channel strategy and how to integrate social media with technology and other platforms

5. Learn how to choose between organic, earned and paid promotion when It comes to social media and omni-channels initiatives.

6. Learn how to master project management applied to social media and which tools to use

7. Know where to find data and measure social media in a qualitative and quantitative way

 

TEXTBOOK:
NONE
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
The Art of Social MediaGuy KawasakiPenguin Group B00O4RHN8M  
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Individual exercise  30%
Mid-term exam 35%
Final Exam 35%

-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course.
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.

-ATTENDANCE REQUIREMENTS:
This course explores the significance of social networks in business and social life. The focus of the course is to critically appreciate social media platforms across a variety of contexts. The course investigates issues related to the management of social media in terms of the strategies and tactics related to successful deployment and cultivation of business/social initiatives and the redefinition of the customer/user as a central element in value creation. Issues related to participatory culture, communication power, collaborative work and production, privacy and surveillance, and political economy of social media are explored in depth through the use of contemporary cases.
ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.

SCHEDULE

WEEK

CLASS

TOPIC

Introduction

January 17

 

1

Course intro and approach.

January 19

 

2

Scenario: participatory culture and sharing economy. The Social media role in it and its evolution enabled by technology.

January 24

 

3

Social media identikit and newbies.

January 26

 

4

The status quo: COVID acceleration, the Metaverse revolution and our collective social dilemma.

January 31

 

5

Social media and politics

February 2

 

6

Cases discussion

February 7

7

Social media, privacy & surveillance: Why Cambridge Analytica changed everything.

February 9

8

Social media, news and social responsibility

February 11

9

Make up Class for April 18: Case discussion

February 14

10

Social media, advocacy and brand activism

February 16

11

Cases discussion: why brands are leaving social media? A silent revolution.

February 18

12

Make up Class for April 25:

in class exercise

February 21

13

Social media for business: the economy of social media marketing

February 23

14

Social media and branding

February 28

15

Social media and personal branding: you are the product.

March 2

16

In class exercise on digital personal branding

March 7

17

Mid-term exam

March 9

18

Community management: how communities are built inside and outside social media

March 14

19

Community management with a special guest

March 16

20

Personal branding projects presentation

March 21-25

Spring Break

March 30

21

Influencers and digital PRs among media 

April 1

22

Media strategy: social media in a media omni-channel approach 

April 4

23

Invidual exercise: In class exercise to apply the framework

April 6

24

Media strategy pt.1

April 11

25

Media strategy pt. 2

April 13

26

Media strategy pt. 3: Measurement and KPIs + project management tools

April 18

Holiday

April 20

27

Promotion: going organic or paid? False myths about algorythms

April 25

Holiday

April 27 (Last class)

28

Final lesson with a special guest

May 2-6

Final Exams