MG4F3      Half Unit
New Media Marketing: Managing Online and Social Media

This information is for the 2017/18 session.

Teacher responsible

Dr Mareike Möhlmann


This course is available on the CEMS Exchange, Global MSc in Management, Global MSc in Management (CEMS MIM), Global MSc in Management (MBA Exchange), Global MSc in Management (MBA Exchange), MBA Exchange, MSc in Management (1 Year Programme), MSc in Marketing and MSc in Strategic Communications. This course is available with permission as an outside option to students on other programmes where regulations permit.


For MSc in Marketing students - completion of the first term of the programme.

For non-MSc in Marketing students - completion of either MG4B3 International Marketing: A Strategic Approach or MG4E2 Marketing Management.

Students taking this course are expected to be able to demonstrate a strong foundation in quantitative analysis.

Course content

Marketing is evolving from an art to a science and decisions in new media are on the forefront of this transformation. This course is aimed at developing state-of-the-art knowledge in the area of online marketing (e.g., Google Adwords, banner ads, etc.) and social media (e.g., Twitter, Facebook, etc.). Many firms have extensive information about consumers' choices and how they react to marketing campaigns, but few firms have the expertise to intelligently act on such information. In this course, students will learn the scientific approach to marketing with hands-on use of technologies such as databases, analytics and computing systems to collect, analyze, and act on customer information. While students will employ quantitative methods in the course, the goal is not to produce experts in statistics; rather, students will gain the competency to interact with and manage a marketing analytics team. We will also look at the importance of networks in these environments with an in-depth introduction to the emerging fields of social dynamics and network science. Using simple yet powerful hands-on interactive models and exercises, the course will cover both theory and applications.


30 hours of lectures in the LT. 2 hours of lectures in the ST.

Formative coursework

Students will be expected to produce 1 case study in the LT.

The formative coursework will be an in-depth case analysis of a new media company, with two components to it. One component will help prepare participants for the New Media Project (i.e., more conceptual applications, using social science theories and frameworks to make sense of real-life “messy” cases), and the other component will help prepare participants for the Final Exam (i.e., application of theoretical as well as more analytical frameworks and data analysis that has a more clear pattern of right or wrong answers).

Indicative reading

Larsen and Draper (2015), Internet Marketing Essentials, Digital textbook

Stephen and Bart (2015), Social Media Marketing: Principles and Strategies, Digital Textbook

Multivariate Data Analysis (7th Edition) 7th Edition, by Joseph F. Hair Jr (Author), William C. Black  (Author), Barry J. Babin  (Author), Rolph E. Anderson (Author)


Exam (50%, duration: 3 hours) in the main exam period.
Presentation (40%) and class participation (10%) in the LT.

Exam (50%, duration: 3 hours)

Group Project (40%, assessed presentation) in the LT.

Class participation (10%)

Key facts

Department: Management

Total students 2016/17: Unavailable

Average class size 2016/17: Unavailable

Controlled access 2016/17: No

Value: Half Unit

Guidelines for interpreting course guide information

Personal development skills

  • Leadership
  • Self-management
  • Team working
  • Problem solving
  • Application of information skills
  • Communication
  • Application of numeracy skills
  • Commercial awareness
  • Specialist skills