30 August 2013
Digital Business Innovation & Social Media
The course aims to introduce a broad theoretical framework, explaining the current context
in which business innovation is related to Information and Communication Technology. In
digital economies, it has become increasingly difficult to think business models which do not
rely on ICT to obtain competitive advantage and build unique capabilities. In this context, the
emergence of social media calls our special attention considering their impact in businesses
The course starts conceptualising digital economies and exploring strategies for obtaining
sustainable competitive advantages, discussing relevant examples related to global
corporations. The objective is to ground the discussions on relevant theory and
contemporary facts. From this broad framework, the course evolves to introduce the
emergence and diffusion of social media and the impact of these tools in organisations.
The course introduces main concepts related to communication and collaboration, and social
media. Through exercises, students explore real case studies to understand social media,
such as social networks, blogs, mini-blogs, mashups, file sharing, wiki environments, forums
and virtual communities, reputation services, social bookmarking etc. Particular attention is
given to the development of strategies which adopt social media for delivering value.
In addition, students are to be introduced to the techniques of combining different media,
building portfolios of social media which attend particular strategies. Examples from
Facebook, Twitter, LinkedIn, Wikipedia, SlideShare, Flickr, Picasa, Google Maps, YouTube,
De.li.cio.us, Blogger, WordPress, Technorati, and reputation services (Amazon and eBay) are
to be discussed. In this context, students will explore the impact of the mobile revolution and
the emergence of cloud computing, understanding how these topics are related to social
media and how companies are using these tools within different contexts.
Magda Hercheui, Westminster Business School, Great Britain
The course aims to explore business innovation in the context of digital economies, discussing how changes in Information and Communication Technology are affecting the way organisations do businesses, e.g. the way new business models and products (goods and services) emerge. From this broad perspective, the course focuses particularly on exploring the role of social media in organisations, understanding their relevance for communication and collaboration within and across the boundaries of companies. Course offered by Department of Business Administration.
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.