The Collaborative Economy

MBM422 The Collaborative Economy

  • Topics


    • Netnography - textual and visual analysis of social media content
    • Consumer influencers and entrepreneurs
    • The Collaborative economy: sharing, crowdsourcing and crowdfunding projects

  • Learning outcome

    Learning outcome

    Social platforms such as Facebook, Snapchat, Pinterest, YouTube and collaborative platforms such as Kickstarter, Uber, and Airbnb all play on the social interaction among consumers sharing, chatting, co-creating, inspiring and mobilizing new ideas and practices in the marketplace. The key for market strategists - both established and entrepreneurs - is therefore to understand this interaction. In this course, we will unpack new business concepts such as social brand management: the access economy; crowdsourcing; and crowdfunding.

    Most online platforms offer opportunities to directly observe and record data from authentic online conversations and projects. You will learn how to apply Netnography - a method designed to study online media content.

    The most important learning derives from writing a course paper in groups of three students with feedbacks and workshops.

    By the end of this course you will

    • Be familiar with key concepts to describe different online business concepts.
    • Be able to record, interpret, and theorize online content and interaction.
    • Be able to reflect on the practical business and marketing implications.
    • Identify new relevant ethical issues in collaborative business model studies and practices.

  • Teaching


    Lecture style presentations will introduce topics and develop ideas. Topical workshops, student exercises and case presentations. Invited social media experts from academia and industry.

  • Required prerequisites

    Required prerequisites

    Students must have completed a Bachelor degree to attend.

  • Requirements for course approval

    Requirements for course approval

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

    1) Submit course paper drafts and final course paper on time; 2) Do the class assignments well and participate in class discussions. 3) Be active on course Twitter #, the NHH-social media Facebook group, and do the quizzes.

  • Assessment


    Final Grade (grading scale A-F) is based on the following assessments weighted as indicated: 20% - individual score based on four quizzes distributed throughout the course and individual course engagement, 80% - grade on course paper written in groups of three students. The two components aggregate into one course grade. Students who wish to retake the course have to retake both parts in the same semester.

  • Grading Scale

    Grading Scale

      Grading scale A-F.

  • Computer tools

    Computer tools

    NHH uses itslearning as the online teaching platform. Lecture notes, announcements, resources, and other related material will be posted on itslearning. The course also has a Facebook group.

  • Semester



  • Literature


    • Course text book: Kozinets, Robert V. (2015), Netnography. Redefined, 2nd editions, Sage Publications Ltd, London, UK.
    • Cutting edge scientific articles available on the course homepage on it's learning


ECTS Credits
Teaching language

Course responsible

Professor Ingeborg Astrid Kleppe, Department of Strategy and Management.