DIG 3420 Communication and Engagement RE-SIT EXAMINATION
DIG 3420 Communication and Engagement RE-SIT EXAMINATION
The course was last completed in autumn 2022. A re-sit examination in DIG 34201, DIG 34202, DIG 34203 and DIG 34204 will be offered in the autumn 2023 and last time in spring 2024.
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.
- 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.
- 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.
- 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.
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.
Lectures, seminar groups, and workshops in the classroom, guest lecturers, student presentations, net-based learning activities, practical tasks in connection with digital social platforms
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
Higher Education Entrance Qualification
Disclaimer
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
None
| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Grouping: Group (2 - 4) Duration: 2 Month(s) Exam code: DIG 34201 Grading scale: Pass/fail |
Exam category: Submission Form of assessment: Structured test Invigilation Weight: 40 Grouping: Individual Support materials:
Duration: 2 Hour(s) Comment: All exams must be passed to obtain a final grade in the course. Exam code: DIG 34202 Grading scale: ECTS |
Exam category: Submission Form of assessment: Written submission Weight: 40 Grouping: Group/Individual (1 - 4) Duration: 12 Week(s) Comment: All exams must be passed to obtain a final grade in the course. Exam code: DIG 34203 Grading scale: ECTS |
Exam category: Submission Form of assessment: Written submission Weight: 20 Grouping: Group/Individual (1 - 4) Duration: 2 Week(s) Comment: All exams must be passed to obtain a final grade in the course. Exam code: DIG 34204 Grading scale: ECTS |
All exams must be passed to get a grade in this course.
| Activity | Duration | Comment |
|---|---|---|
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 |
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.
All exams must be passed to obtain a final grade in the course.