Менеджмент и социальные медиа

Бакалавриат 2025/2026

Статус: Курс обязательный (Управление цифровым продуктом)

Кто читает: Департамент бизнес-информатики

Где читается: Высшая школа бизнеса

Когда читается: 4-й курс, 3 модуль

Охват аудитории: для своего кампуса

Преподаватели: Айрапетян Диана Ареновна, Селлерин Тьерри Пьер

Язык: английский

Кредиты: 4

Контактные часы: 40

Full Syllabus Ask Question

Abstract

The course provides an analysis of social media as multi-sided digital platforms and the distinctive ways they serve the interests of a range of stakeholders, including platform owners, users, advertisers and third parties such as start-ups and data analytic companies. The course pays due attention to how user participation is engineered to procure data on users that sustain social media as business organisations. The course combines theory and case study examples that illustrate the variety of contexts in which social media companies are active today.

Learning Objectives

The goal of the course is to develop analytical skills and critical and creative thinking about the emerging digital world marked by the presence of social media and the type of services they produce

Expected Learning Outcomes

Critically assess the modus operandi of social media and the logic on the basis of which social media are able to sustain their business operations
Investigate how user participation online is an essential force through which social media construct a range of services for third parties and for users themselves
Link social participation to data production and assess the significance of data for revenue generating services
Analyse the technological, social and economic forces that make social media such ubiquitous and often powerful economic actors

Course Contents

Session 1 — Course foundations: what is a platform and why it matters now
Session 2 — Digital platform ecosystems: roles, architecture, and governance
Session 3 — Platform business models: value creation and value capture
Session 4 — Digital transformation: what changes inside firms
Session 5 — Consumer behavior evolution under digitalization
Session 6 — Customer experience (CX) transformed by new technologies
Session 7 — Social media today: algorithmic distribution, communities, creators (as ecosystem logic)
Session 8 — Measurement & experimentation
Session 9 — AI in platforms
Session 10 — Recap

Assessment Elements

Attendance of lectures and seminars
Monitoring the attendance of training sessions
Participation in seminars and lectures
Active participation of students in the educational process, involvement in classes
Control work
The task details are provided directly in the classroom by providing students with the working materials necessary to complete the work.
Exam

Interim Assessment

2025/2026 3rd module
0.1 * Attendance of lectures and seminars + 0.25 * Control work + 0.45 * Exam + 0.2 * Participation in seminars and lectures

Bibliography

Recommended Core Bibliography

Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0

Recommended Additional Bibliography

All-in on AI : how smart companies win big with artificial intelligence, Davenport, T. H., 2023

Authors

KOROTKIN BORIS ALEKSANDROVICH
Sellerin Terri Per

Course Syllabus