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JOHN CABOT UNIVERSITY

COURSE CODE: "BUS 360H"
COURSE NAME: "Social Networks and Media Management"
SEMESTER & YEAR: Fall 2015
SYLLABUS

INSTRUCTOR: Daniele Pica
EMAIL: [email protected]
HOURS: TTH 4:30PM 5:45PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: Junior Standing
OFFICE HOURS:

COURSE DESCRIPTION:
The course aims at exploring strategies of social media management for business organizations. The focus of the course regards not only the aspects of communication with prospects and customers, but also the internal processes necessary in order to enact strategic decisions. Hence, this course analyzes every stage required to use social networks for business from a global perspective that includes, among others, IT, customer service and sales, in the light of the social, economic, and technological implications surrounding the ever-changing e-business environment.
SUMMARY OF COURSE CONTENT:

This course explores the significance of social networks in businesses and social life. The focus of the course is to critically appreciate social media platforms on three (3) levels: the individual, the business, and the social context. The course will first introduce the concept of social media and how critical theory can enrich its understanding. Following issues related to participatory culture, communication power, collaborative work and production, privacy and surveillance, and economy of social media are explored. The course will then investigate issues related to the management of social media in terms of the strategies and tactics related to successful deployment of business/social initiatives and the redefinition of the customer/user as a central element in value creation.

LEARNING OUTCOMES:

Students completing this course should be able to:

-       Critically assess Social Media

-       Understand how social media affects the strategies and tactics of business organizations

-       Formulate social media strategies

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

-       Understand 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. Furthermore, with a group project, in the form of a 3500 words essay, this course allows students to study in depth an emerging social network related phenomenon of their choice.

TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Social Media: A Critical IntroductionChristian FuchsSAGE Publications Ltd978-1446257319     
Social Media ExplainedMark SchaeferSchaefer Marketing Solutions978-0-615-84003-1     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Midterm Exam 30%
Projecta 7000 words individual project on social network strategies and development 40%
Cumulative Final Exam 30%

-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:
Class attendance is mandatory even though not graded. If a student misses more then 3 or more unexcused lectures he/she will be penalized with a 5% mark down in the final grade. Missing more than 5 lectures might results in the students being dropped from the course. 
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

SCHEDULE (by week)


1

Introduction to Course Contents

2

Innovation: Core Concepts

3

Social Media: Key Concepts

 

4

Participatory Culture

 

5

Economy of Social Media

 

6

Politics in Social Media

 

7

Businesses and Social Media

 

8

Midterm

 

9

Issues with Social Media: Privacy and Surveillance

 

10

Marketing and Social Media

 

11

Social Media Strategy

 

 

12

Competitive Advantage and Social Media

13

Project Presentations

14

Final Review