11 August 2017
Digital Business Innovation and Social Media
The course explores two key areas of knowledge related to digital economies. Firstly, from a broad perspective, it focuses on understanding how business professionals use digital technologies, platforms and infrastructures for fostering innovation in business models, products and services. Students learn how to conceptualise and identify key digital technologies, platforms and infrastructures, and how to adopt and adapt these solutions to particular organisational needs to foster business innovation. Mobile technologies, cloud computing, e-commerce, big data analytics, apps and cognitive computing are among the topics to be discussed in the course.
Secondly, from a more specialised perspective, the course focuses on explaining how social media in particular are used in organisational contexts for knowledge management, collaboration, innovation and marketing. Students are prepared to identify and choose social media tools (such as social networks, blogs, mini-blogs, mashups, file sharing, wiki tools, forums, reputation tools, social bookmarking etc.) which are aligned with corporate business strategies. Special attention is given to discuss examples related to Facebook, Twitter, LinkedIn, Wikipedia, SlideShare, Flickr, Google Maps, YouTube, De.li.cio.us, Technorati, Amazon and eBay rating systems, among others.
In the sphere of social media, the course also discusses how social and organisational structures and institutions affect the outcomes on using social technologies, and the ethical implications of interacting through these interfaces. The course also explores the risks of social media, from damaging reputation to breaking privacy rules and risking liabilities for mismanagement of information, and risk management approaches for social media.
The course blends theoretical frameworks, academic research and industry case studies and reports, preparing students to understand how digital technologies enable business innovation and knowledge creation and sharing. Through lectures, presentations and workshops, students explore relevant theories and case studies to understand digital business innovation in general and social media tools in particular. Students thus have an opportunity to develop knowledge and skills to be used to solve real problems involving digital business innovation and social media solutions.
In this course, students are to learn:
Major digital technologies which bring business innovation in contemporary economies
The concept of digital platforms and the emergence of new business models and new products and services
Strategies of successful companies which have used digital technologies to get sustainable competitive advantage
Theories on innovation in the context of digital technologies and contemporary economies
The business use of social media and social technologies as platforms of communication, collaboration, innovation and marketing
Theories on the relevance of social networks and collaborative platforms for innovation, framing the content for current social media and social technologies
The challenges of using digital social platforms for business and how to overcome these challenges in a dynamic environment
The emergence of cognitive computing and its impact in the workplace and in the preparation of the workforce
After the course, the students should be able to:
Identify key factors and technologies which are relevant for business innovation in digital economies
Design business strategies based on digital technologies and business models for fostering digital business innovation
Understand how social media and social technologies enable and improve communication, collaboration, innovation and marketing
Design social media strategies for meeting organisational objectives, considering resource constraint and context
Plan responsible and effective social media adoption taking into consideration benefits, risks and challenges
Explore the use of social media and social technologies for a variety of business applications
EUR 680: EU/EEA students without a preapproval or nomination
EUR 1445: Non-EU/EEA students without a preapproval or nomination