BBIM608 Enterprise Social Networks

Transcription

1 BBIM608 Enterprise Social Networks Module Handbook Academic Year Semester 1 Contents Module specification... 1 Assessment... 3 Sources... 3 Week-to-week schedule... 4 Study timetable..5

2 Module specification - BBIM608 Enterprise Social Networks Full Module Title: ENTERPRISE SOCIAL NETWORKS Short Module Title: ESN Module Code: BBIM608 Credit Level: 6 Credit Value: 15 Length: 1 Semester School and Department: Westminster Business School, Business Information Management and Operations Department (BIMO) Module Team: Dr Fefie Dotsika (module leader) Dr Nadia Amin Keith Patrick Extension: Host course: Enterprise Management BSc Status: Option Subject Board: BIM Pre-requisites: None Co-requisites: None Assessment: End-of-Module qualifying set: Individual Consultancy Report (100%) Special features: Access to computer facilities Access restrictions: None dotsikf@wmin.ac.uk N.Amin08@westminster.ac.uk patricke@wmin.ac.uk Summary of Module content: The web 2.0 has manifested itself in the emergence of websites with a user-generated content. This rapidly growing phenomenon is seen in social networking technology that is attracting millions of users around the globe making it one of the most influential and fastest growing media in today s online technology. The popularity of social networks has led to many companies adopting social media to gain visibility, add new ways to promote business, build new communication channels with customers and foster employee relationships. Social media enables enterprises to attract customers with minimum advertising costs and higher conversion rates thus eventually leading to increase in sales and revenues. The aim of the module is to explore the social networking tools and their impact on the strategic development of an enterprise. Module Aims: This module aims to: Provide students with an understanding of trends in online collaboration tools and communication technology. Provide students with an overview of social networks taxonomy. Provide students with a knowledge of how the social networking impacts on different business processes in an enterprise. 1

3 Provide students with a knowledge of how to identify and evaluate social networking sites to improve business performance. Provide students with an awareness of how to formulate a social media strategy of an enterprise. Learning outcomes: On successful completion of this module, the student will be able to: 1. Analyse different online collaboration tools including social media applications 2. Critically evaluate the most effective social networking solutions to improve business performance 3. Select and analyse the advertising and marketing methods using social networks and formulate marketing campaigns to increase product brand and company awareness 4. Critically evaluate the social and ethical relationship between social media as it pertains to traditional mass media and public relations practice. 5. Formulate and develop strategies for successfully using social networks in both proactive and reactive business environment in an organisation. Indicative syllabus content: Fundamentals of social media including understanding of crowdsourcing, mashups and blogosphere. Trends in online business communications Marketing, Advertising and Public Relations campaigns Enhancement of enterprise performance through social media Understanding of tools and components including web 2.0 tools (social networks, forums, wikis, micro-blogs, RSS), conversion analysis, open source and creative commons, social networks APIs, search optimization tools and blogosphere, usergenerated content. Social networking tools and different types of business processes Customization and personalisation using online tools Enhancement of user experience using mobile technologies Teaching and Learning Methods: Lectures will be used to deliver the main concepts within the module as outlined by the indicative list of topics. Seminars will be used to supplement the lecture content through practical illustration of relevant web tools/cases delivered mainly in the computer lab. Overall the module is grounded in practice, and students will be required to participate in social networks, micro-blogs, wikis, etc. Class discussions, exchanges of information for example readings and new technology trends will be done via social media, thus bringing a better understanding of the issues and practice of social networking. The virtual participative nature of the module will enhance the understanding of social tools and communication platforms. 2

4 Assessment Rationale: Coursework includes independent research, analysis and evaluation of social networking, its impact on enterprise and recommendation for implementation. It will explore how to identify the most suitable and effective social media to improve organisation s reputation and to advance marketing and advertising campaigns. By using analysis tools and knowledge gained, the recommendation for social media development for the organisation will be made. Assessment criteria: The End-of-Module individual assignment (100%) will cover Learning Outcomes 1-5. In order to pass, the student will be expected to demonstrate an understanding of Social Media. Assessment Methods and Weightings: Assessment Description Weighting Learning Outcomes End-of module qualifying set Individual Consultancy report recommending a social media strategy for a given enterprise 100% 1,2,3,4,5 The report assignment will encourage students to explore and evaluate different type of social media applications and communication platforms, then analyse, argue and recommend a social media strategy for a given enterprise. Sources: Essential Reading Safko, L. & Brake, D. (2012) The Social Media Bible: Tactics, Tools, and Strategies for Business Success. New Jersey, Wiley & Sons, Third Edition Christer Holloman (2012) The Social Media MBA: Your Competitive Edge in Social Media Strategy Development and Delivery John Wiley & Son, 2012 Further Reading Tara Hunt (2010), The Power of Social Networking: Using the Whuffie Factor to Build Your Business. Three Rivers Press Qualman, E. (2009) Socialnomics: How Social Media Transforms the Way We Live and Do Business. John New Jersey: Wiley & Sons Amy Shuen, (2008), Web 2.0, A Strategy Guide, O'Reilly Media Weinberg, T. (2009) The New Community Rules: Marketing on the Social Web. (1 st Edition) USA: O'Reilly Media. 3

5 BBIM608 Enterprise Social Networks Week to week schedule (Subject to change please consult Blackboard!) Week Lecture 1 Introduction 2 Web technologies and social media applications 3 Marketing and advertising using ESN 4 ESN business applications 5 ESN in the public sector 6 Independent Study 1: Deloitte case study 7 ESN and mobile applications 8 Ethical and legal implications 9 Social media policy 10 Strategy issues 11 Revision & assessment workshop 12 Independent Study 2: RPC case study 4

6 BBIM608 Enterprise Social Networks Study timetable Allocating your study time on this module This is a 15 credit module. In general, you should be putting in 10 hours of study time for every credit so, for this module you should plan to commit 150 hours over the duration of the module and its assessment. Below is an indicative split of study time for this module: Learning and Teaching Activity Type Category Hours* Lecture Scheduled 18 Seminar Scheduled 18 Total Scheduled Contact/Activity Hours 36 Structured independent study Independent 45 Module and course-based wider study Independent 24 Working on and taking assessments Independent 45 Total Independent Study Hours 114 Total Learning and Teaching Hours 150 *these hours are indicative only and may be subject to change. They also indicate what would be typical. Your particular study needs may vary. 5