This document provides information about the course "New Media, Entrepreneurship and Innovation (1ZM80)" including general information, content and objectives, working formats, assignments and presentations, attendance, and exam information. The course is optional for various master's programs and aims to focus on the role of new media in entrepreneurship and innovation processes. Key assignments include a group case assignment worth 60% of the final grade and a final exam worth 40%. Students must form assignment groups, complete the assignment, and take the final exam to pass the course.

1. New Media, Entrepreneurship and Innovation (1ZM80)
Course Guide
Academic Year 2013-2014 (Semester B Quartile 4)
1. General Information
Target Group:
Semester B Quartile 4
Certificate Technology Entrepreneurship Master’s degree program (year 1) Optional, English
Embedded Systems (EIT-EMS) Master's degree program (year 1) Optional, English
Healthcare in OM & Logistics Master's degree program (year 1) Optional, English
Innovation Management Master's degree program (year 1) Optional, English
Operations Management & Logistics Master's degree program (year 1) Optional, English
SET SELECT Master's degree program (year 1) Compulsory, English
Credits ECTS: 3
Capacity Group: Innovation, Technology, Entrepreneurship and Marketing (ITEM)
Instructors: Dr Aukje Leufkens (responsible lecturer)
Information: Dr Aukje Leufkens, Connector.0.03, - a.s.leufkens@tue.nl - tel. 5531
Secr. ITEM Connector.0.20 – item.ieis@tue.nl - tel. 2170
Course Material:
1. This course syllabus.
2. Slides and Hand-out(s) (will be provided on OASE)
3. Compulsory Reading List (see Appendix).

2. Exam Format:
The grading of this course will be based upon assignments (with presentations and discussion) and a final exam:
- Case Assignment: 60%
- Final Exam: 40%
To successfully pass the course the student's final grade average must meet or exceed 5.5 (55 out of 100). Each
grade components must meet or exceed 5.0 (please note: grade components have to be minimum 50 points out
of 100 points - and NOT 45).
The students who do not form/ participate in an assignment group and do not prepare/ hand-in an assignment
can NOT pass the course. It is not possible to pass the course only by preparing an assignment or taking the
final exam. BOTH are obligatory.
Grades of the assignments are valid with the first following interim (hertentamen) after the final examination
and/or within the same calendar year.
In case student cannot pass this course during the course period and subsequently during the first following
interim period, the former year’s assignment grades are NOT valid for the following years. This means if a student
do not pass this course in a certain year - s/he has to re-prepare the assignment and take the exam in the
following year(s) to pass the course.
2. Content and Objectives
Due to technological developments, new e-media, like the Internet, virtual communities, and social networks
become increasingly important to entrepreneurship and innovation success. Recent literature emphasizes, for
instance, the role of virtual customer communities and employee communities as novel ways to contribute to the
innovation process. Moreover, technological developments have resulted in more effective inter-firm cooperation
when it comes to the development of new products. This course aims to focus on the role of new media in
entrepreneurship and innovation processes.
Topics include:
• crowd-sourcing and the use of new media in product idea generation and product design
• the use of new media (like virtual communities) in sales and marketing activities
• social networks as marketing instrument for start-up firms
• the combination of multiple channels (online, offline channels as well as new media) and their effective
use in entrepreneurship and innovation
• start-ups in information systems and new media
• new media adoption by employees and customers.

3. Learning Objectives:
students who follow this course will at the end:
- have a solid understanding of the principal concepts of new media and social networks
- be able to design and conduct group work concerning the issues on new media
- be able to make the links between the theory and practice and draw implications from business cases in the
new media, entrepreneurship and innovation domain
- critically evaluate various forms of new media and their uses, benefits and drawbacks.
- analyze the stakeholders and how to integrate their needs into a new media campaign.
3. Working Formats
• Lectures: selection of journal articles and book chapters (see appendix). The lectures are interactive in
nature. Students are responsible for reading the course material and are expected to take active part in
class discussion. Groups present their work on the group assignment and prepare class discussion.
• Guest Lectures: Selected guest speakers from industry and academy will give guest lectures on different
aspects and practical implementations of new media in various business settings.
• Group work on assignments. The concepts and theory from the journal articles has to be applied in the
group assignment.
4. Assignments & Presentations
Assignments
There is one group assignment which will be prepared in a group of 3 or 4 students. The assignment contributes
60% of the final grade. For the assignments: students should write a report (white paper), presenting a thorough
discussion of the topic, linking together the literature review, scientific references and their own
conceptualizations, ideas and final conclusions on the assignment. Assignments will be handed out before
specified deadline which will be announced in due course.
Important: All students have to register to an assignment group and take part in preparation of assignments to be
able to participate in the final (as well as interim) exam and pass this course.
Taking part in an assignment group and preparation of assignment is OBLIGATORY to pass this course. It is not
POSSIBLE to pass this course by only taking the interim-exam (hertentamen) and by skipping the assignment
work which is the main component of the final grade in this course (1ZM80).
Assignment Delivery Deadlines
The delivery deadline of assignments is Friday 13th
June before 12:00. The delivery deadlines are strict and each
group should hand in a hardcopy report (the assignment) to our secretariat at Connector.0.20.

4. Registration to Assignment Groups
Students should form their own groups and subscribe themselves as a group through OASE. For the students
who do NOT form and subscribe as assignment group we take that student is not an active student of the course
and therefore he/she will not be able to participate to exams or assignment groups after the above described
procedure (one should note that the assignment grade contributes 60% to the final grade of this course). Please
note that, registrations to assignment groups are STRICTLY students’ OWN responsibility. In other words there
will be no random allocation/assignment of students to assignment groups by lecturers in this course.
Presentations
Each group has to present its work of the group assignment during the lecture related to their topic. Presentations
should be short, compact and have to cover the most important aspects of the work in nature. An open an
interactive discussion of all students is also essential and mandatory during presentations. With respect to timing
issues, presentations should not exceed maximum 10 minutes. Presenting groups should submit their ppt.
presentations to the lecturer (a.s.leufkens@tue.nl) latest one day before the presentations.
Free Riding
Each group member will in principle get the same grade on the assignment. However, if two or more members of
a team are dissatisfied with the contribution of another team member (potentially: free rider), they may petition for
a reduction in the grade of that member. Before they do so, however, team members should first discuss each
others’ contribution among themselves and give the member the opportunity to put his/her contribution.
Therefore: approaching to the professor should only be a last solution. The reduction in the grade of the
delinquent member will be proportional to the degree of dissatisfaction with the team member.
5. Attendance to the Lectures
• Attendance of all course sessions is COMPULSORY.
• One (1) absence may be allowed, previous discussion with the coordinator and for documented, valid
reasons.
• Any additional absences (2 or more) will result in the deduction of 0,5 grade per absence on final (end
year) non-rounded grade. Please note!: This course consist of 5 lectures in total. If you are absent in 2
lectures you already miss 40% of them. This is an example to show why attendance is essential for this
course.

5. 6. Exam
The exam is a mixture of questions from the topics that are covered in the course. The exam is 40% of the final
grade and as a grade component has to be above 5 (50 out of 100 points). The exam is planned to be a
relatively short exam given the focus on the assignment and group work in this course. That is the exam will be
planned as a max. 1-1,5 hours.
Exam material
• Compulsory reading material.
• All additional material handed out during the course.
• Discussions/ guest lectures.
7. Subscription
Subscription for this course occurs through OASE.

6. COURSE SCHEDULE
Location Lecturers Content Materials
Study load
Date & Time
Meetings
Self-study
Assign-
Ments
Lect 1 Thursday 24 Apr, 10:45–12:30 Auditorium 11 Leufkens +
Guest Lecturer
Introduction
Guest Speaker: Peter Sprenger
Kaplan and Haenlain (2010) 2 5
Lect 2 Thursday 8 May, 10:45–12:30 Auditorium 11 Leufkens +
Guest Lecturer
New Media & Marketing
Guest Speaker: Arjan van Liere
Presentations
Mangold & Faulds (2008)
Rapp et al. (2013)
Stokes (2011), Ch 14 & 15
2 5
Lect 3 Thursday 15 May, 10:45–12:30 Auditorium 11 Leufkens +
Guest Lecturer
New Media & New Business Development
Guest Speaker: Thijs Albers
Presentations
Kleemann et al. (2008)
Poetz & Schreier (2012)
Sawhney et al. (2005)
2 5 50
Lect 4 Thursday 22 May, 10:45–12:30 Auditorium 11 Leufkens +
Guest Lecturer
New Media for Entrepreneurship &
Innovation
Guest Speaker: Detlef La Grand
Presentations
Fischer & Reuber (2011)
Kärkkäinen et al. (2010)
Verona et al (2006)
2 5
Lect 5 Thursday 5 June, 10:45-12.30 Auditorium 11 Leufkens Vision on New Media (strategy)
Presentations
Kietzmann et al. (2011)
Wirtz et al. (2010)
Hanna et al. (2011)
2 5
Thursday 12 Jun, 10:45–12:30 Leufkens Consultation hours 5
Total Study Load 10 30 50

7. Compulsory Literature and Reading
Articles:
Fischer, Eileen and A. Rebecca Reuber. (2011). “Social interaction via new social media: (How) can interactions on
Twitter affect effectual thinking and behavior?” Journal of Business Venturing 26, 1: 1-18.
Hanna, R., Rohm, A. and Crittenden, V. (2011). “We’re All Connected: The Power of the Social Media Ecosystem.”
Business Horizons, 54, 3: 265-273.
Kaplan Andreas M., Michael Haenlein. (2010). “Users of the world, unite! The Challenges and Opportunities of
Social Media.” Business Horizons, 53, 1: 59-68.
Kärkkäinen, H., Jussila, J., & Väisänen, J. 2010. “Social Media Use and Potential in Business-to-Business
Companies' Innovation.” Paper presented at the Proceedings of the 14th International Academic MindTrek
Conference: Envisioning Future Media Environments.
Kietzmann, J., Hermkens, K., McCarthy, I. and Silvestre, B. (2011). “Social Media? Get Serious! Understanding the
Functional Building Blocks of Social Media.” Business Horizons, 54, 3: 241-251.
Kleeman, F., Voss, G. and Rieder, K. (2008) “Un(der)paid Innovators: The Commercial Utilization of Consumer
Work through Crowdsourcing.” Science, Technology & Innovation Studies, 4, 1: 5-26.
Mangold, W. and Faulds, D. (2009). “Social Media: The New Hybrid Element of the Promotion Mix.” Business
Horizons, 52, 4: 357-365.
Poetz, M. and Schreier, M. (2012). “The Value of Crowdsourcing: Can Users Really Compete with Professionals in
Generating New Product Ideas?” Journal of Product Innovation Management, 29, 2: 245-256.
Rapp, A., Beitelspacher, L., Gewal, D. and Hughes, D. (2013). “Understanding Social Media Effects across Seller,
Retailer, and Consumer Interactions.” Journal of the Academy of Marketing Science, 41: 547-566.
Sawhney, M., Verona, G. and Prandelli, E. (2005). “Collaborating to Create: The Internet as a Platform for
Customer Engagement in Product Innovation.” Journal of Interactive Marketing, 19, 4: 4-17.
Verona, G., Prandelli, E. and Sawhney, M. (2006). “Innovation and Virtual Environments: Towards Virtual
Knowledge Brokers.” Organization Studies, 27, 6: 765-788.
Wirtz, B., Schilke, O. and Ullrich, S. (2010). “Strategic Development of Business Models: Implications of the Web
2.0 for Creating Value on the Internet.” Long Range Planning, 43, 2: 272-290.
Book Chapters:
eMarketing: The Essential Guide to Digital Marketing (4th edition), by Rob Stokes, 2011 Quirk Education (free
download at http://www.quirk.biz/emarketingtextbook/download ): Chapters: 14 & 15