Social Media: Business and Society

label Diverse autorenew 2025-09-29, 17:01 history_edu Maria Dumitru
Web 2.0 technologies have led to rapid changes in how media are produced and consumed, with dramatic consequences for the way we live and do business. This intensive four-week programme is designed to immerse students in the world of social media and to explore its potential at the individual and organisational levels.Over the course of the four weeks, we will discuss:-The individual in a Web 2.0 world - identity; personal branding; presentation of self; personal and professional identities; career development; privacy and security; cybercrime, terrorism and the 'dark side' of social media; etc.Principles and platforms - the social media economy; reciprocity and sharing; honesty, integrity and trust; collaborative media; communicative media; social community, publishing, entertainment and commerce; ethics; etc. The business of being social - the art of engagement; social businesses by design; social media strategies; stop-start marketing versus continuous conversation; consumer and organisational behaviour; the social media 'back-office'; impact, return on investment and data analytics; etc. Managing social media - developing an integrated strategy; situation analysis; objectives and goal-setting; the social media plan; channels, content and the digital marketing mix; strategy formulation and implementation; performance management; crisis communications; etc.

Period
07-07-2014 - 01-08-2014 (4 weeks)

Target group
The course is suitable for undergraduate and postgraduate students wanting to learn more about Social Media.

Course aim
The Social Media Immersion Programme combines traditional lectures and seminars with practical workshops and team-working, together with industry guest speaker events and company visits. A particular feature of the programme is the capstone team project, students working together to plan and develop their own social media business ideas.The programme is designed to expose students to a range of common social media platforms, including: Twitter, LinkedIn, Facebook, YouTube, Google+ and Pinterest. Students may therefore find a laptop or mobile device (tablet, smartphone) helpful for this programme, although access to IT facilities will be provided.



Credits
10.0 ECTS credits

Course fee
GBP 2800[Convert to USD]The course fee includes accommodation in a University College and meals.

Course leader
Dr Mike Nicholson

Scholarships
not available.

Durham University International Office
Address: Palatine Centre, Stockton Road Durham
Postal code: DH1 3LE
City: Durham
Country: United Kingdom
Website: http://www.dur.ac.uk/international/summerschool/
E-mail: international.summerschool@durham.ac.uk
Phone: 0044 (0)191 334 46248