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JOHN CABOT UNIVERSITY

COURSE CODE: "MGT/CMS 361"
COURSE NAME: "Social Networks and Media Management: Practices and Representations"
SEMESTER & YEAR: Fall 2024
SYLLABUS

INSTRUCTOR: Andrea Paletti
EMAIL: [email protected]
 HOURS: MW 7:30 PM 8:45 PM
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:

Facebook, Twitter etc.… and other social media platforms have similar functionalities. Then why is Facebook losing users and TikTok instead gaining more users? Why are some States banning Tik Tok and not Facebook?

In this course, students will be able to answer these questions by learning how social media platforms create value for users and the public by applying frameworks from economics, management and business domains.

The course is divided into two main parts. The first part, presents several theories from economics, sociology and management literature to explain how social media platforms create value for users. The second part discusses social media platforms' positive and negative impact on society. During the course students can choose a social media platform they like and then apply the frameworks learnt in class to conduct their own analysis.
LEARNING OUTCOMES:

Students completing this course should be able to:

-       Critically assess how Social Media creates value for society and individuals

-       Formulate social media strategies

-       Understand the future development of social media in terms of the impact on organizations, individuals, and society

-       Understand the legal and ethical issues surrounding online information flow and interaction

To sum up, this course seeks to build both a theoretical and an empirical foundation to understanding the way social media has affected business and social life. 
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Social Media: A Critical Introduction Christian Fuchs SAGE Publications Ltd 978-1446257319      
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Social Media Explained Mark W. Schaefer Mark W. Schaefer 978-0615840031   
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Midterm presentation Students will apply the theories learnt during the first part of the course to their case studies 50%
Final PresentationStudents will apply the theories learnt during the second part of the course to their case studies50%

-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 evaluate concepts and theories critically, applying multiple theories simultaneously.
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to evaluate theory and concepts and relate them to practice critically applying theories separately. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture and reference material. The work does not suffer from any significant 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:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed. The final exam period runs until ____________
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

1)      The role of technology in changing how companies communicate and do business

2)      How to assess the market positioning and the business model of a social media platform

3)      Network Economics

4)      NICE Model

5)      Transaction Costs

6)      Dynamic Pricing and Advertising

7)      Social media platforms and power to control

8)      Social media platforms and Democracy

9)      Platform capitalism

10)   Social Media platforms and collaborative production