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2024/25 Taught Postgraduate Module Catalogue

LUBS5979M Digital Innovation and Social Media

15 creditsClass Size: 100

Module manager: Emma Forsgren

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2024/25

Module replaces

LUBS5977M Social Media

This module is not approved as an Elective

Module summary

This module covers the strategic role of digital technologies in a contemporary business context and explores how these are disrupting and changing business models. The module focuses on digital platforms, such as social media, and their impact and relevance for collaboration, innovation, and marketing within and across business boundaries. Such platforms impact almost every business and organisation, and their management is key for any future leader or entrepreneur. The module covers strategic directions and practices that allow businesses to develop customer-centric digital innovation to gain competitive advantages.This module aims to develop in-depth knowledge and understanding of the central theoretical concepts and practical applications of digital innovation and social media. Students will evaluate how digital platforms are impacting business models and learn different approaches to co-creating value with customers and stakeholders. It will also cover challenges of digital innovation and how to best navigate these. The module content is grounded in real-life examples and the latest academic insight.


This module focuses on how digital platforms, like social media, can be utilised for digital innovation and ways of creating value with customers and stakeholders. Through this understanding, students will learn skills and techniques for leveraging these platforms for collaboration, innovation, and marketing across businesses. Knowledge and skills in this area will make students attractive on the job market as digital innovation is relevant for both established companies and start-ups.

Learning outcomes
Upon completion of this module, students will be able to:

1. Identify and critically analyse the key theoretical concepts of social media within the context of digital innovation.
2. Critically evaluate the contribution of social media for digital innovation.
3. Develop specific strategies and digital skills to manage the opportunities and potential risks of using social media to leverage digital innovation.
4. Apply critical perspectives to assess the impact of social media in digital business such as debates on issues of privacy, surveillance and ethics.

Skills outcomes
Upon completion of the module, students will be able to:
1. Evaluate and apply strategies and practices for managing digital innovation in business
2. Assess the strategic role of social media for collaboration, innovation and marketing
3. Apply methods for creating value with customers and stakeholders
4. Develop digital skills related to the use of social media in business


Indicative syllabus includes:

- Theoretical foundations of digital innovation and social media.
- Social media for collaboration, innovation and marketing, covering e.g., co-creation with customers and stakeholders, data-driven businesses, social media engagement and online communities.
- Critical perspectives on digital innovation and social media in business, e.g., privacy, surveillance and ethics.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours122.00
Total Contact hours28.00
Total hours (100hr per 10 credits)150.00

Private study

Students are expected to spend their private time to undertake activities such as preparation for seminars, and work on the coursework. This will include activities such as completing assigned reading including journal articles, textbooks, case studies, and other materials provided.

Opportunities for Formative Feedback

Formative peer to peer feedback will be facilitated through seminar activities.

Methods of assessment

Assessment typeNotes% of formal assessment
Report3,000 words100.00
Total percentage (Assessment Coursework)100.00

The resit for this module will be 100% by 3,000 word report.

Reading list

The reading list is available from the Library website

Last updated: 29/04/2024 16:16:23


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