General information

Course type AMUPIE
Module title Social Media And Online Communication Strategies
Language English
Module lecturer Piotr Firych, PhD
Lecturer's email
Lecturer position assistant professor
Faculty Faculty of Anthropology and Cultural Studies
Semester 2021/2022 (winter)
Duration 30


Module aim (aims)

Due to its great impact on today’s communication, the multidimensional phenomena of social media has been lately among the most discussed topics related to promoting culture in the XXI century. Therefore, during the course social networking platforms will be under close scrutiny. They are to be discussed and analyzed from the perspective of cultural managers who need to deal with the new standards of competing on the global market and its constantly changing trends. The course aim is to elaborate on the subject of the Internet and its specifics as well as to discuss the importance of new media development for cultural sector. Being more specific, it aims to bring a discussion about the extent social media such as Facebook might be treated as a relevant communication channel, a valid source of knowledge about an individual and finally: serve as a tool for promotion of the arts and culture. The course is meant to provide the students with a solid theoretical knowledge as well as a range of practical skills.

Pre-requisites in terms of knowledge, skills and social competences (where relevant)

• Basic understanding of the Internet, its environment and actual trends
• Interest in the topic
• Good English language skills


Week 1 Introduction to international marketing communication development – characteristics, facts and actual trends

Week 2 Marketing communication tools on the Internet – characteristics, strengths and weaknesses

Week 3 Integrating online and offline marketing communication

Week 4 Online communication strategies

Week 5 Social media – understanding the phenomena – Part I

Week 6 Social media – understanding the phenomena – Part II

Week 7 Social media campaigns

Week 8 Building social media campaigns – What can go wrong?

Week 9 Understanding the Internet users

Week 10 Personal branding via social media – constructing one’s identity?

Week 11 Audience development

Week 12 Crisis communication: workshops, case studies, discussions

Week 13 Viral marketing

Week 14 Course project presentations

Week 15 Course project presentations, “Catching up” discussions

Reading list

Boyd, Danah. and Ellison, Nicole B. Social Network Sites: Definition, History and Scholarship. Journal of Computer-Mediated Communication. Vol. 13(1), 2007.
Brown, Broderick & Lee. Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network. Journal of Interactive Marketing, Vol. 21, No. 3, Summer 2007.
Chang, Yuhmiin. An exploration of the standardization of targeting strategies and the use of promotional disciplines on the web: A cross-national study. Journal of Marketing Communications, Vol. 15, No. 5, Dec. 2009.
Finne & Grönroos. Rethinking marketing communication: From integrated marketing communication to relationship communication, Journal of Marketing Communications, 2009, 15:2.
Kaplan, Andreas. and Haenlein, Michael. Users of the world, unite! The Challenges and opportunities of Social Media. In Business Horizons, vol. 53., 2010.
Kimmel. Marketing Communication in the New Millennium. In: Kimmel, Allan J. (ed.): Marketing Communication, Oxford University Press, 2005.
Kotler Ph., Scheff, J., Standing Room Only. Strategies for Marketing the Performing Arts, Harvard Business School Press, Boston, 1997.
Kosinski, Michal. Facebook Likes show big data brings big responsibility. Financial Times [London (UK)] 15 Mar 2013: 9.
Mangold & Faulds. Social Media: The new hybrid element of the marketing mix. Business Horizons, 52, 2009.
Meadows- Klue. Falling in Love 2.0: Relationship marketing for the Facebook generation, Journal of Direct, Data and Digital Marketing Practice, 2008, Vol.9 No.3.
de Mooij, Marieke. Global Marketing and Advertising. Understanding Cultural Paradoxes. Second edition. Thousand Oaks: Sage Publications, 2005.
Nils Gustafsson. Social Networks, Viral Politics, and Identity Management. in Riha, Daniel Maj, Anna, 2010.
O’Connor, Galvin & Evans. Electronic Marketing and Marketing Communications: The Role of Technology. In: Kimmel, Allan J. (ed.): Marketing Communication, Oxford University Press 2005.
Riha, Daniel. and Maj, Anna. Emerging Practices in Cyberculture and Social Networking. Amsterdam, NLD: Editions Rodopi, 2010.
Shankar & Malthouse. Growth of Interactions and Dialogs in Interactive Marketing, Journal of Interactive Marketing, Vol. 21, No. 2, spring 2007.
Subramani & Rajagopalan. Knowledge-Sharing and Influence in Online Social Networks via Viral Marketing. Communications of the ACM, Vol. 46, No. 12, December 2003.
Silverman. Word of Mouth. The Oldest, Newest Marketing Medium: In: Kimmel, Allan J. (ed.): Marketing Communication, Oxford University Press 2005.
Vignoles, V. L., Regalia, C., Manzi, C., Golledge, J., & Scabini, E., Beyond self-esteem: Influence of multiple motives on identity construction. Journal of Personality and Social Psychology, 90(2), (2006).
Windley, Phillip J. Digital Identity. O'Reilly Media, Inc., 2005.