DIG 3500 Connected communication
DIG 3500 Connected communication
| DIG 3501 - Høstsemester | |
| DIG 3502 - Vårsemester |
The course has two topics: market communication and digital marketing. The goal of the course is to make it possible for students to plan, prepare and carry out communication strategies at different levels and for different formats. All the tactical choices and tools are anchored in a strategy and theory with their subsequent methods for measuring effects. Considerable emphasis is put on students being able to analyze and evaluate tactical choices and tools based on previous strategic choices and theories.
During the course, students will put together a digital business idea in the form of a blog/homepage, create contents for the blog/homepage and plot communication strategies. During the course of the semester, students will measure activity and analyze data from the blog/homepage and critically compile this with theory.
After completing the course students will be able to:
- Describe core theory connected to market communication
- Describe key concepts for advertizing and campaigns
- Understand various tools related to digital marketing
- Understand the use of events in marketing communication
- Discuss how campaigns can be developed digitally
- Understand different methods for creating effective digital content
- Identify trends in marketing communication
After completing the course students will be able to:
- Use relevant theory, key concepts and principles in the development of digital communication
- Use different tools connected to digital marketing
- Plan, carry out and analyze campaigns
- Plan, carry out and analyze an event
- Identify challenges in digital market communication and implement changes
- Evaluate the effectiveness of digital market communication
After completing the course students will be able to:
- Document which sources for theory and practical examples are used
- Collaborate with others
- Present and share acquired knowledge and experience
- Use digital communication platforms and analytical tools
- Critically discuss ethical issues concerning digital market communication
The course is carried out over two semesters and comprises two principle topics:
Topic 1 Market communication
- Influence theories
- Communication theories
- Design of campaigns, including communication goals and media goals
- Use of feasibility studies/insight
- Message development and planning
- Properties of the media channels, including social media
- Develop and analyze physical
Tema 2 Digital marketing
- Development of digital business strategies
- Acquire insight for use in decision making
- Design, commence and evaluate objectives connected to companies’ digital strategy
- Begin planned strategies in different media, such as owned, deserved and paid media
- Optimization, testing and visibility, A/B-testing
- Customer trips and contact points
- Optimization of measures (SEM/ SEO + content)
- Click, sale and registration
- Develop and analyze digital events
- Active use of digital tools
- Analyses, quick iterations and conclusions
The course is carried out in the classroom/webinar, discussion tasks, practical training in seminar groups and subject discussion in the course’s discussion room. Students should anticipate individual training on the relevant data tools and certifications.
Students will develop a digital business idea in the form of a blog/homepage, produce content for the blog, and commence, measure, and analyze the effects of communication strategies. The blog/homepage is tied in with the carrying out of different forms of digital communication and marketing. In the course, central tools such as Google/Facebook analytics, among others.
It is expected that students set up a blog and acquire a domain and a room in a fitting webhotel. Det forventes at studentene oppretter blogg, og anskaffer seg et domene og plass i egnet webhotell. There are costs associated with this that come to ca. 450, - depending on the desired domain. It is also worth noting that costs can arise in connection with the student’s chosen strategies in digital channels, such as paid placement.
Higher Education Entrance Qualification
Covid-19
Due to the Covid-19 pandemic, there may be deviations in teaching and learning activities as well as exams, compared with what is described in this course description.
Grunnleggende kunnskap om markedsføring og forbrukeratferd.
| Assessments |
|---|
Exam category: Submission Form of assessment: Written submission Grouping: Group/Individual (1 - 4) Duration: 6 Week(s) Exam code: DIG 35001 Grading scale: Pass/fail Resit: Examination every semester |
Exam category: Submission Form of assessment: Written submission Invigilation Weight: 40 Grouping: Individual Support materials:
Duration: 3 Hour(s) Exam code: DIG 35002 Grading scale: ECTS Resit: Examination every semester |
Exam category: Submission Form of assessment: Written submission Weight: 60 Grouping: Group/Individual (1 - 4) Duration: 1 Semester(s) Exam code: DIG 35003 Grading scale: ECTS Resit: Examination every semester |
All exams must be passed to get a grade in this course.
| Activity | Duration | Comment |
|---|---|---|
Teaching | 36 Hour(s) | |
Webinar | 1 Hour(s) | |
Prepare for teaching | 40 Hour(s) | |
Group work / Assignments | 40 Hour(s) | |
Examination | 25 Hour(s) | |
Teaching | 36 Hour(s) | |
Prepare for teaching | 40 Hour(s) | |
Group work / Assignments | 60 Hour(s) | |
Examination | 40 Hour(s) | |
Student's own work with learning resources | 82 Hour(s) |
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.