Power of Social Media (August 3rd to 21st)Career week: (August 24th to 28th)-Optional German language course: (July 20th to 31st) The course will highlight the impact which social media has on corporations, politics and society through enhanced interaction of organizations and individuals. The inherent shift of power and dependency between corporations or governments and their customers, employees or constituents will be explored and analyzed. Theories and models of communication will be introduced, compared with the traditional media industries and applied to the social media applications. Definitions and classifications of social media enterprises and business models will be examined, using case studies and current market developments. Major challenges for organizations, such as monitoring and responding to social media activity, will be introduced and best-practice cases presented. The activities and experiences of major brand corporations with social media are shown, using recent market research. Apart from the role of social media for customer acquisition, its influence on customer relationship management will be examined, and manifest developments such as %E2%80%9Cmass customization%E2%80%9D in various industries will be scrutinized. Special attention will be given to the potential of social media for shaping internal communication within organizations and corporations, potentially changing management culture and traditional decision-making.

Course leader
Lecturer(s)Dipl. Kommunikationswirt Stephan Meyer-Brehm

Target group
This course is designed for students of various backgrounds who are interested in the impact that today's mass media has on a variety of business areas. Recommended for experienced (3rd semester and up) students of: Business, Engineering or Social Sciences

Course aim
Learning Goal/Output:Participants of this course will be able to:Understand the definition, manifestations and characteristics of social media.Apply theories and models of mass communication to social media.Identify the impact and critical issues of social media for corporations and organizations.Comprehend the requirements for various organizations to act appropriately.Recognize developments in a fluctuating social media environment.Demonstrate the ability to manage social media affairs in practical applications.Course Components:The course will be taught using lectures, case study discussions, student presentations and field trips to a local corporation, political organization or social media agency.

Credits info
5 ECTS 5 ECTS (European Credit Transfer System) for the Summer School or 6 ECTS if booked along with the optional German language course.

Fee info
EUR 1850: The fee includes: the Summer School academic program, the career week and some extracurricular activities. Optional German language course not included (560 Euros)

Scholarships
No

TU Berlin
Address: Education, TUBS GmbH, TU Berlin ScienceMarketing Hardenbergstra%C3%9Fe 19
Postal code: 10623
City: Berlin
Country: Germany
Website: http://www.summer-university.tu-berlin.de/
E-mail: summeruniversity@tubs.de
Phone: +49 30 44 72 02 11