Syllabus overview (public)

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Programme Master in Management
Academic Year Academic Year 2020/2021
Module/course Code BX70
Delivery location Torino
Language English
Course type Elective courses 15h
Contact hours 15
ECTS M1 before 2020 2
ECTS M1 from 2020 2.5
Semester Spring
Field (Discipline) Marketing


Module/course Summary

I.      I  

The rapid rise and nearly universal adoption of social media have fundamentally altered the ways in which people interact with each other, with media, and ultimately with brands.

If originally, social media were designed for conversation and sharing purposes, by adding functionalities and buyout, they became the 21’s century dominant media: fundamentally changing the balance of power between consumer and companies, democratizing  communication (Holt, 2016) by substituting companies’ marketing and PR with individuals and communities inundating the web with their opinions about everything (Charlesworth, 2014).

The social media (r)evolution has created a range of possibilities and challenges for organisations and marketers finally understood
that engaging in social media is no longer an option. Still, while some businesses are experiencing great results and deploying a solid strategic approach to social media, others are still struggling to find the right path to it.