Denmark, Aarhus

Digital Business Innovation & Social Media

when 25 July 2016 - 12 August 2016
language English
duration 3 weeks
credits 10 ECTS
fee EUR 680

The course focuses on understanding how business professionals use information technologies for fostering innovation in business models and products and services, and collaboration among professionals, with special emphasis on social media tools and related business models.

The course starts introducing main concepts and social media tools, including the mobile revolution and the emergence of cloud computing, explaining how companies are using these tools within different contexts, and preparing students with general skills to take their knowledge further in different situations.

The course brings theoretical frameworks to understand innovation and knowledge creation and sharing, discussing how digital technologies as a whole and social media in particular have been used by entrepreneurs. Through lectures, presentations and workshops, students explore relevant theories and case studies to understand social media tools, such as social networks, blogs, mini-blogs, mashups, file sharing, wiki tools, forums and virtual communities, reputation tools, social bookmarking etc. Particular attention is given to matching tools and specific content to different business strategies, giving examples related to Facebook, Twitter, LinkedIn, Wikipedia, SlideShare, Flickr, Google Maps, YouTube,, Technorati, Amazon and eBay rating systems, among others.

Keeping in mind the idea of building strategies, the course explores the role of social media in knowledge management and collaboration, customer relationship management and marketing. In addition, the course shows how social and organisational structures and institutions affect the outcomes on using social media, and the ethical implications of interacting through these interfaces.

The course also discusses the risks of social media, from damaging reputation to breaking privacy rules and risking liabilities for mismanagement of information. Individuals and companies alike are appropriating social media tools sometimes with no knowledge about risks and liabilities. The course discusses how risk management should be part of any strategy on social media.

The course aims to show students how to benefit from social media, from personal and professional perspectives, fostering entrepreneurship and capacity of innovation. In addition, the course prepares students to manage the risks inherent to the use of social media, in individual and organizational levels. In sum, the course is important for the broad education of students, preparing them to be innovative and critical in the adoption of social media technology.

Course leader

Magda Hercheui

Target group

Business Students

Course aim

Bachelor's level

Fee info

EUR 680: Danish and EU/EØS (tomplads): 680 EUR
EUR 1448: NON-EU-EØS students (free-mover): 1448 EUR