DIG 3420 Communication and Engagement

DIG 3420 Communication and Engagement

Course code: 
DIG 3420
Department: 
Communication and Culture
Credits: 
15
Course coordinator: 
Nina Helene Vogt
Alexander Buhmann
Course name in Norwegian: 
Kommunikasjon og engasjement
Product category: 
Bachelor
Portfolio: 
Bachelor of Digital Communication and Marketing - Programme Courses
Semester: 
2022 Autumn
Active status: 
Active
Level of study: 
Bachelor
Teaching language: 
Norwegian
Course type: 
Associate course
Introduction

This is your 1-year introduction course to the bachelor program “Digital Communication and Marketing”. We will combine some initial practical experiences in online and social media engagement with foundational theoretical reflections which will help you build an understanding of key principles and dynamics of digital communication.

The course is divided into four parts. The first two parts are taught in the autumn semester, and the two other parts in the spring semester. For a description of the four parts, please see section on “Course content” below.

The course is anchored in theory regarding communication, social media and persuasion. The course focuses primarily on engagement, which can be both positive and negative. Central elements involve how engagement is tied to digital communication, messages and brand names. One important goal for the course is that students will be able to analyze and understand social and digital media, and understand opportunities and challenges in using these media for strategic communication practice.

Learning outcomes - Knowledge
  • Analyze and discuss the use of digital media, both at the individual level, group level and societal level.
  • Describe the core theories tied to communication and branding.  
  • Critically discuss the influence potential and effects of digital communication.
Learning outcomes - Skills
  • Use relevant theory, key concepts and principles to understand digital communication, branding, crisis communication, and engagement.
  • Analyze digital engagement via social media channels and evaluate the effectiveness of the communication input.  
General Competence
  • Master good use of sources and reference techniques.
  • Work with others and actively share your acquired knowledge.
  • Use digital communication platforms.
  • Give a presentation and give feedback on the others’ work.
Course content

The course is divided into four parts.

Part 1: “Stakeholder engagement using Instagram” dives into the practice of stakeholder engagement online, using a concrete platform example. This first part will help you generate important questions when trying to understand and manage digital communication (e.g., asking about important challenges and issues when trying to be visible and relevant, building followers, motivating engagement etc.).

Part 2 “Communication in the digital society: overview and basic concepts” introduces key concepts and theories for understanding social media and how it influences different forms and professions of communication. We will focus on concepts and theories that help us understand and analyze social media and their effects. Emphasis is placed on developing a critical understanding of social media for future journalists, PR practitioners and marketers.

Part 3 “Positive engagement: building brands on social media” focuses on how companies can develop and build brands using social media, as well as how to create valuable consumer experiences. How the company can promote trust and loyalty among consumers is also discussed in this section.

Part 4 “Negative engagement: handling crises social media” then looks at what happens when engagement on social media turns "sour" and there are crises, “firestorms” and scandals. How can companies and their communicators manage these situations communicatively and how can one prepare for crises or even prevent them? Strategies for both prevention and repair of the company's damaged reputation and image, as well as “issues management” are topics that are discussed in this part.

Teaching and learning activities

Lectures, seminar groups, and workshops in the classroom, guest lecturers, student presentations, net-based learning activities, practical tasks in connection with digital social platforms

Software tools
No specified computer-based tools are required.
Additional information

Additional information

The re-sit exam in DIG 34201 consists of the following in the semester in which tuition is not offered (spring):

  • Students will have to submit a reflection-note based on the Instagram project
  • Students do not receive any supervision or guidance during this period
  • Students do not have to present the project paper orally
  • Students must create a brand new Instagram account
Qualifications

Higher Education Entrance Qualification

Disclaimer

Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.

Required prerequisite knowledge

None

Exam categoryWeightInvigilationDurationSupport materialsGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
DIG 34201
Grading scale:
Pass/fail
Grading rules:
Internal examiner with external supervisor
Resit:
Examination every semester
0No2 Month(s)Group (2 - 4)(Autumn) All exams must be passed to obtain a final grade in the course.
Exam category:
Submission
Form of assessment:
Structured test
Exam code:
DIG 34202
Grading scale:
ECTS
Grading rules:
Internal examiner with external supervisor
Resit:
Examination every semester
40Yes2 Hour(s)
  • No support materials
Individual (Autumn) All exams must be passed to obtain a final grade in the course.
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
DIG 34203
Grading scale:
ECTS
Grading rules:
Internal examiner with external supervisor
Resit:
Examination when next scheduled course
40No12 Week(s)Group/Individual (1 - 4)(Spring) All exams must be passed to obtain a final grade in the course.
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
DIG 34204
Grading scale:
ECTS
Grading rules:
Internal examiner with external supervisor
Resit:
Examination when next scheduled course
20No2 Week(s)Group/Individual (1 - 4)(Spring) All exams must be passed to obtain a final grade in the course.
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:0
Invigilation:No
Grouping (size):Group (2-4)
Support materials:
Duration:2 Month(s)
Comment:(Autumn) All exams must be passed to obtain a final grade in the course.
Exam code:DIG 34201
Grading scale:Pass/fail
Resit:Examination every semester
Exam category:Submission
Form of assessment:Structured test
Weight:40
Invigilation:Yes
Grouping (size):Individual
Support materials:
  • No support materials
Duration:2 Hour(s)
Comment:(Autumn) All exams must be passed to obtain a final grade in the course.
Exam code:DIG 34202
Grading scale:ECTS
Resit:Examination every semester
Exam category:Submission
Form of assessment:Written submission
Weight:40
Invigilation:No
Grouping (size):Group/Individual (1-4)
Support materials:
Duration:12 Week(s)
Comment:(Spring) All exams must be passed to obtain a final grade in the course.
Exam code:DIG 34203
Grading scale:ECTS
Resit:Examination when next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:20
Invigilation:No
Grouping (size):Group/Individual (1-4)
Support materials:
Duration:2 Week(s)
Comment:(Spring) All exams must be passed to obtain a final grade in the course.
Exam code:DIG 34204
Grading scale:ECTS
Resit:Examination when next scheduled course
Type of Assessment: 
Ordinary examination
All exams must be passed to get a grade in this course.
Total weight: 
100
Student workload
ActivityDurationComment
Teaching
39 Hour(s)
Autumn
Prepare for teaching
40 Hour(s)
Autumn
Group work / Assignments
60 Hour(s)
Autumn
Examination
25 Hour(s)
Autumn
Student's own work with learning resources
54 Hour(s)
Autumn and Spring
Teaching
42 Hour(s)
Spring
Prepare for teaching
40 Hour(s)
Spring
Group work / Assignments
60 Hour(s)
Spring
Examination
40 Hour(s)
Spring
Sum workload: 
400

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 15 ECTS credit corresponds to a workload of at least 400 hours.