Course Syllabus

JOHN CABOT UNIVERSITY

COURSE CODE: "MGT/CMS 361-1"
COURSE NAME: "Social Networks and Media Management: Practices and Representations"
SEMESTER & YEAR: Spring 2026

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:
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.

TEXTBOOK:

NONE

REQUIRED RESERVED READING:

NONE

RECOMMENDED RESERVED READING:

NONE

GRADING POLICY
-ASSESSMENT METHODS:

Assignment	Guidelines	Weight
Midterm presentation	The Midterm exam will be oral, based on a PowerPoint presentation lasting 5-7 minutes. Students will select a social media platform and apply the theories discussed in the course to their chosen case. After the presentation, students will respond to oral questions about their analysis and the relevant theoretical frameworks.	50%
Final Presentation	The final exam will be oral, based on a PowerPoint presentation lasting 5-7 minutes. Students will select a social media platform and apply the theories discussed in the course to their chosen case. After the presentation, students will respond to oral questions about their analysis and the relevant theoretical frameworks.	50%

-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

Lecture 1 – Social Media: Definition and Value Creation
This session introduces social media as digital platforms that enable the co-production of content and services. We will explore how platforms create value for users, moving beyond simple metrics like followers and likes to understand deeper mechanisms of engagement and network effects.

Lecture 2 – Economic Theories and the Business Model Canvas
Students are introduced to key economic theories (market positioning, Porter’s Five Forces) and management frameworks (the Business Model Canvas) to analyze social media market positions and business models.

Lecture 3 – Network Economics
The lecture focuses on network economics and introduces the concepts of network effects, positive and negative externalities, and critical mass. We will study how growth dynamics and user interactions shape the success or failure of platforms.

Lecture 4 – The NICE Model
This session presents the NICE model (Novelty, Lock-in, Complementarities, Efficiency) as a framework for analyzing how specific features of social media platforms generate user value and competitive advantage.

Lecture 5 – Transaction Costs
We connect transaction cost theory with social media. Students will learn how platforms act as intermediaries among actors, reducing search, negotiation, and enforcement costs for users. We will also apply this theory to real cases to show how social media platforms can increase or decrease transaction costs.

Lecture 6 – Algorithms, AI, and Transaction Costs
The lecture explains how social media platforms use algorithms and artificial intelligence to further lower transaction costs, streamline decision-making, and personalize user experiences. We will also address risks such as bias, opacity, and power concentration.

Lecture 7 – Public Value and Social Media
We analyze the concept of public value and how social media platforms affect democratic participation, collective well-being, and trust. Case examples illustrate both positive contributions and harmful effects.

Lecture 8 – The Power of Social Media Platforms
This session examines the growing influence of major platforms in shaping information flows, cultural trends, and market power. The discussion includes monopoly/oligopoly dynamics and platform governance.

Lecture 9 – Government Control and Public Value Creation
The final lecture explores the role of governments in regulating social media platforms. We will study possible interventions, from antitrust policies to content moderation, and their implications for public value and individual freedoms.

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

Mid-Term Exam – October- 50% course grade
Final Exam – December- 50% course grade