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JOHN CABOT UNIVERSITY

COURSE CODE: "MGT/CMS 361-1"
COURSE NAME: "Social Networks and Media Management: Practices and Representations"
SEMESTER & YEAR: Spring 2025
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:

This course explores how social media platforms such as Facebook, Twitter, TikTok, and others create value for users and the public. By applying frameworks from economics, management, and sociology, students will gain a deep understanding of the mechanisms that drive platform growth, user engagement, and monetization.

The course is divided into two parts. The first part introduces theories from economics, sociology, and management literature to explain how social media platforms generate value for their users and stakeholders. The second part examines the positive and negative societal impacts of these platforms, such as issues related to privacy, misinformation, and community building.

Throughout the course, students will have the opportunity to choose a social media platform of their interest and apply the frameworks learned in class to conduct their own analysis. They will critically assess why certain platforms succeed or fail, the reasons behind user growth or decline, and how social media shapes broader societal trends.

By the end of the course, students will be equipped to answer questions such as: Why is Facebook losing users while TikTok is rapidly gaining them? What factors drive the success of some platforms over others? Why are certain governments banning TikTok but not Facebook?
LEARNING OUTCOMES:

Upon completing this course, students will be able to:

  • Critically assess how social media creates value for both society and individuals
  • Formulate effective social media strategies
  • Understand future developments in social media and their impact on organizations, individuals, and society
  • Analyze the legal and ethical issues surrounding online information flow and interactions

In summary, this course aims to provide both a theoretical and practical foundation for understanding the ways in which social media has impacted business and social life.
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Social Media: A Critical Introduction Christian Fuchs SAGE Publications Ltd978-1446257319      
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Midterm presentationStudents 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 studies.50%

-ASSESSMENT CRITERIA:
AWork of this quality explains how a social media platform creates value for individuals and the public by applying all the theories learned during the course simultaneously. The answer demonstrates a deep and critical understanding of the theories, with the ability to integrate and apply them coherently and relevantly. There is clear evidence of reading beyond the required materials, with strong synthesis and critical analysis skills.
BWork at this level demonstrates a good understanding of the theories learned in the course. The student explains how a social media platform creates value for individuals and the public, applying the theories separately but correctly. The argument is solid, although the theories are not integrated. The work reflects substantial reading and a good level of personal analysis.
CThis level of performance shows a basic understanding of the theories, with an explanation of how a social media platform creates value for individuals and the public. However, the analysis applies the theories separately, with some inaccuracies or misunderstandings. The answer relies primarily on the material provided during the lectures, with little additional reading or significant analysis.
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

The course includes two main exams: a Mid-Term Exam and a Final Exam, each consisting of a PowerPoint presentation.

  • Mid-Term Exam – March 17- 50% course grade

  • Final Exam – April 28- 50% course grade