Denmark, Aarhus

Digital Business Innovation and Social Media

when 4 August 2014 - 21 August 2014
duration 3 weeks
credits 9.9 EC

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.

Course leader

Magda Hercheui, Westminster Business School

Target group

Bachelor's students

Course aim

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.

Fee info

EUR 0: Students on a bilateral exchange programme do not have to pay. Freemovers are obliged to pay participation fees while tuition fees only apply to freemovers from countries outside the EU/EEA/Switzerland.