GSBGEN 358:
The Power of Social Technology
The goal of this seminar will be to investigate how social technology (e.g. blogs, websites, podcasts, widgets, community groups, social network feeds) can change attitudes and behaviors in ways that cultivate social change. During the course, students will do a deep dive into a socially-innovative organization (e.g., Facebook, YouTube, Current Media, Kiva.org, Google, Mozilla, Joost, Flickr, HopeLab) who have improved lives directly or indirectly (or have the potential to do so). Students will study the strategies and tactics used by companies and causes that have successfully catalyzed the social persuasion to occur. For the final project, you will work with in small self-selected teams to create (1) a new product or application, (2) a "viral" video, or (3) a "Marketing Playbook" The final projects are encouraged to be focused around health, broadly defined (e.g., finding a cure for a disease, finding a bone marrow match for a friend in need). For those who select their deliverable to be a new product or application, you will need to create a prototype. For those who select a viral video, you will make a video, post it on YouTube, measure its impact (increasing awareness, behavior change), and write up the results for a case. For those who select a "Marketing Playbook," you will create unique (not typical) powerpoint deck that could be disseminated among a larger population, to be good enough for publication and use in the classroom as a case. nnnStructure: During the first 2 weeks, we will select appropriate topics (e.g., organizations, individuals, causes) for the case studies; in the next 3 weeks we will complete the background research and interviewing in the organizations. Project-creation will take place in the following 3 weeks. Presentation of your projects (e.g., prototype of product, application, video, Marketing Playbook) over the last 2 weeks.
Terms: Win
| Units: 4