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OMKG 2420A - Networking the Net: How Social Media, Blogs and the Web 2.0 Engage an Active Audience

Type d'enseignement : Workshop

Semester : Autumn 2017-2018

Number of hours : 12

Language of tuition : English


Students will have a good level of written and spoken English. Course requirements: Students will need to have a laptop or tablet available to work on during certain workshops (they will be advised in advance when they need to bring these to class).

Course Description

This course aims to assist students in understanding how effective social media strategies work. Students will choose an integrated campaign and through a detailed critique of said strategy, create a case-study that evaluates its effectiveness, or how it might be improved. They may choose a campaign from a luxury company, a non-profit organisation, a socio-political movement or a business start-up. Participants in the course will develop an interest in analysing an English-language communications strategy, the focus of which being congruent with previous / ongoing studies, and refine their ability to communicate their ideas effectively using the English language.


LONGMATE, Gabrielle (Enseignante)

Pedagogical format

After researching and selecting an appropriate social media strategy, students will share their ideas / feedback with their peers. Students will be expected to discuss their chosen topic in some depth and to prepare content to share in the classroom. Participation in class discussion is mandatory. Some additional reading will be required.

Course validation

Using the information presented during class time as an outline for their arguments, Students will be judged upon the depth, relevance and originality of their research and ideas, and the quality of their writing, as presented in the final submission of their Social Media Campaign case study.


Following ongoing group work and discussion, students will produce a critique of their chosen campaign to be presented to the class by the end of the course. There will be a review of the content after week three and a final 'submission' of the finished critique two weeks after the termination of the course (or TBA); this will form part of the final assessment.

Required reading

  • Lynch, M.: Young Brothers in Cyberspace, Middle East Report, No. 245, 'The Politics of Youth' (Winter, 2007), pp. 26-33
  • Ogilvy, David: Ogilvy On Advertising, Prion, 2011, page selection to be advised
  • Meerman Scott, D., The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, (author published) 2013
  • Drezner D.W. and Farrell, H.: Blogs, Politics and Power: A Special Issue of Public Choice,
  • Social Media Marketing Guide, WOMMA, 2012