Di­git­al Me­dia and the Or­gan­iz­a­tion: In­nov­a­tion, Brand­ing, and Strategy

Course content

On the global marketplace, where demands for transparency and knowledge sharing are rising and where returns on investment (ROI) from traditional communication channels are declining, digital media – like Facebook, Twitter, and Wikipedia – have become vital tools for organizations, both internally and externally. With the pervasiveness of digital media, whereby potentially anyone can contribute, distribute, and publish content, new paradigms of 'reality' are told, shared, negotiated and disputed. Some call it democracy, others anarchy. Either way, being able to understand, utilize and capitalize on digital media is essential for the future systems manager, marketing director, management consultant, innovator and communications executive.

Taking an interdisciplinary approach, this course will introduce and discuss theories and empirical cases aiming at a better understanding the impacts and challenges of digital media technologies, and their significance in regards to organizational innovation, branding and strategy.