Marketing Topics: Social Media Marketing Research

MAR521NFB Marketing Topics: Social Media Marketing Research

  • Topics



    • The evolution of social media and social media marketing: theories and terminologies
      • Linking social media theory to extant theory and CCT
      • Diffusion and WOM,
      • Social networks
      • Flow, network economies, and information processing,
      • Social media and the cultural lens


    • Netnography
      • Learning the method: the latest advances
      • Conducting ethical social media research
      • Choosing sites
      • Collecting data
      • Data analysis
      • Social media theory development


    • Developing original research into published article
      • Focus on the domain of social media marketing theory

  • Learning outcome

    Learning outcome

    Facebook, Twitter, Pinterest, blogs, and other online communities and social media sites have irrevocably changed the way consumers communicate, understand, organize, and influence the world. Social media has changed the globe and is altering the nature of business and marketing. This course prepares Ph.D. students to conduct research in this new reality.

    Understanding social media and social media research methods is critical for marketing and consumer researchers of today and tomorrow. As companies are pushing hard to speak to consumers, consumers are communicating and organizing with one another, and speaking back to corporations and other constituents. The Internet and social media marketing are a major ongoing experiment in cultural transformation. What do they mean for culture, business, society, and theory? What are their effects? How should they best be used? What are the rules of engagement? What do we understand, should we explain, and how do we study it?

    The purpose of this course is to bring a sophisticated consumer culture theory (CCT) lens to PhD and advanced level academic research and apply it to the world of the internet, online community, and social media marketing. In classroom discussions led by the professor, and through an inensive guided workshop research project students will learn the theories and practices surrounding these areas. Past courses have led to a number of published original research contributions on social media in the current world and we expect no less from this year's class.




    By the end of the course students should

    • be in the forefront of knowledge within the field of social media marketing
    • be able to critically evaluate different theories and methods in this research field
    • be able to contribute to the development of new knowledge in the field



    By the end of this course you should

    • Be familiar with key readings in the field of social media consumption and marketing
    • Be able to use key concepts in social media consumption and marketing
    • Be able to reflect on theoretical and practical implications of social media consumption and marketing
    • Be able to identify current gaps and opportunities for future research in the current theoretical domain of social media marketing studies
    • Be able to conduct research and contribute to ongoing literature streams in social media consumption and marketing



    By the end of the course you should be able to

    • identify new relevant ethical issues and carry out his/her research with scholarly integrity
    • manage complex interdisciplinary assignments and projects
    • communicate research and development work through recognized Norwegian and international channels
    • participate in debates in the field in international forums
    • assess the need for, initiate and practice innovation

  • Teaching


    Learning and teaching activities

    • This is a highly interactive, workshop-oriented and discussion-oriented class that depends upon student involvement
    • Therefore, assigned readings should be read prior to attending class
    • Lecture style presentations will introduce topics and develop ideas
    • In-class discussion require active participation by all students
    • Workshops in class will be highly engaging and require intense student involvement
    • Professor's blog and other blogs may be helpful additions to course material brandthroposophy: (

  • Requirements for course approval

    Requirements for course approval

    Requirements for course approval

    In order to complete this course successfully, students must meet the following minimum criteria:

    • Do the readings
    • Participate in class discussions
    • Come to class prepared and with an open mind
    • Work hard on the in-class and out-of-class assignments
    • Take feedback
    • Submit final paper on time
    • Take your learning to the next level

  • Assessment


    Individual Terms Papers

    • First outline of paper due November 29, 2012
    • Presentation and initial research presentation due December 1, 2012

    Final paper: Due by midnight Bergen time on December 15, 2012

  • Grading Scale

    Grading Scale

    There are no exams in this course. Final Grade (grade system A-F) will be based on the following assessments, weighted as indicated:

    • Class Participation and Contribution 25%
    • Social Media Project -Stage 1, Presentation and Summary 25%
    • Social Media Project-Stage 2, Final Paper 50%

  • Computer tools

    Computer tools

    Bring your own computer/ laptop. Wifi connection available in class.

  • Semester


    Fall 2012

    Week 48 ¿ November 26-Dec. 1, 2012

    Class meetings: Mon. 26, Tue. 27, Wed.28, Fri. 30, and Saturday Dec. 1.

    Reading and writing day: Thursday, Nov. 29

  • Literature


    We will be using a reading package and online materials to conduct a `real-time¿ learning experience that blends theory and practice and talk and action, as well as school and business.


ECTS Credits
Teaching language
Spring, Autumn

Course responsible

Professor Robert Kozinets, Schulich School of Management, York University, Toronto

Associate professor Ingeborg Astrid Kleppe, Norwegian School of Economics, Bergen