This course explores how small and medium-sized enterprises (SMEs), startups, and creative industry actors leverage digitalization and social media to build and strengthen their market presence. Students apply digital tools, data-driven methods, and social media strategies to develop a professional brand positioning using a music band as a practical case study. The course covers digital market analysis, audience insights, platform selection, content strategy, brand identity, and performance measurement. Students analyze the current digital footprint of the case organization and formulate strategic recommendations to enhance visibility, engagement, and brand coherence.

• To understand the concept of digitalization and its relevance for SMEs, startups, and organizations in the creative industries.

• To analyze the role of social media in the business models and market positioning of SMEs, startups, and independent creative projects.

• To assess the strategic importance of digital tools and platforms for strengthening the market presence of resource-constrained organizations.

• To develop practical skills in applying digital and social media strategies through real-world case studies, such as the development of a professional brand positioning for a music band.

• To critically evaluate the opportunities and challenges associated with digital transformation in SMEs and comparable small organizations.

Students may miss up to 1 session.

Attendance on the final session is mandatory, as the final exam will be conducted during this session.

A multi-method approach is used to achieve the learning outcomes. Specifically, the following teaching methods will be used in this course:

•    Lectures
•    Firm Visit
•    Class Participation and Presentations
•    Exam
•    Group Assignments
•    Case Studies/Articles

Grades are distributed as follows:

Grading Option A: 

• Preliminary Presentation (25%) 
• Final Presentation (50%) 
• Report (25%)

Grading Option B: 

• Preliminary Presentation (25%) 
• Feedback on the Final Presentation (10%)
• Exam (65%) - students must achieve at least 50% on the final exam in order to be positive in the course. The exam consists of two parts: 1) Social Media and 2) Digitalization part. 

Grading scale: 

• 1 (91-100%)
• 2 (81-90%)
• 3 (71-80%)
• 4 (61-70%)
• 5 (0-60%)

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