DIG 3500 Connected communication

DIG 3500 Connected communication

Course code: 
DIG 3500
Department: 
Communication and Culture
Credits: 
15
Course coordinator: 
Cathrine von Ibenfeldt
Linn-Birgit Kampen Kristensen
Course name in Norwegian: 
Kommunikasjon i sanntid
Product category: 
Bachelor
Portfolio: 
Bachelor of Digital Communication and Marketing - Programme Courses
Semester: 
2021 Autumn
Active status: 
Active
Level of study: 
Bachelor
Teaching language: 
Norwegian
Course type: 
Associate course
Course codes for multi- or associated courses.
DIG 3501 - Høstsemester
DIG 3502 - Vårsemester
Introduction

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.

Learning outcomes - Knowledge

After completing the course students will be able to:

  • Describe core theory connected to market communication
  • Describe key concepts for advertizing and campaigns
  • Discuss the use of events in market communication
  • Understand how campaigns can be carried out digitally
  • Understand different methods for creating effective digital content 
Learning outcomes - Skills

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  
General Competence

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  
Course content

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
Teaching and learning activities

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.  

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

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.

Re-sit examination

Re-takes are offered for exam codes DIG 35001, DIG 35002 and DIG 35003 in the autumn of 2021 and for the last time in the spring of 2022.

Qualifications

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.

Teaching

Information about what is taught on campus and other digital forms will be presented with the lecture plan before the start of the course each semester.

Required prerequisite knowledge

Basic course i Marketing and Consumer Behavior

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Submission
Form of assessment:
Multimedia production
Exam code:
DIG 35004
Grading scale:
Pass/fail
Grading rules:
Internal examiner
Resit:
Examination every semester
0No6 Week(s)Group/Individual (1 - 4)All exam elements must be passed to achieve a final grade in the course.
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
DIG 35005
Grading scale:
ECTS
Grading rules:
Internal and external examiner
Resit:
Examination every semester
40No1 Semester(s)Group/Individual ( 1 - 4)All exam elements must be passed to achieve a final grade in the course.
Exam category:
Submission
Form of assessment:
Multimedia production
Exam code:
DIG 35006
Grading scale:
Pass/fail
Grading rules:
Internal examiner
Resit:
Examination every semester
0No12 Week(s)Group/Individual (1 - 4)All exam elements must be passed to achieve a final grade in the course.
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
DIG 35007
Grading scale:
ECTS
Grading rules:
Internal and external examiner
Resit:
Examination every semester
60No1 Semester(s)Group/Individual (1 - 4)All exam elements must be passed to achieve a final grade in the course.
Exams:
Exam category:Submission
Form of assessment:Multimedia production
Weight:0
Invigilation:No
Grouping (size):Group/Individual (1-4)
Duration:6 Week(s)
Comment:All exam elements must be passed to achieve a final grade in the course.
Exam code: DIG 35004
Grading scale:Pass/fail
Resit:Examination every semester
Exam category:Submission
Form of assessment:Written submission
Weight:40
Invigilation:No
Grouping (size):Group/Individual (1-4)
Duration:1 Semester(s)
Comment:All exam elements must be passed to achieve a final grade in the course.
Exam code: DIG 35005
Grading scale:ECTS
Resit:Examination every semester
Exam category:Submission
Form of assessment:Multimedia production
Weight:0
Invigilation:No
Grouping (size):Group/Individual (1-4)
Duration:12 Week(s)
Comment:All exam elements must be passed to achieve a final grade in the course.
Exam code: DIG 35006
Grading scale:Pass/fail
Resit:Examination every semester
Exam category:Submission
Form of assessment:Written submission
Weight:60
Invigilation:No
Grouping (size):Group/Individual (1-4)
Duration:1 Semester(s)
Comment:All exam elements must be passed to achieve a final grade in the course.
Exam code: DIG 35007
Grading scale:ECTS
Resit:Examination every semester
Type of Assessment: 
Ordinary examination
Total weight: 
100
Student workload
ActivityDurationComment
Teaching
36 Hour(s)
Autumn
Webinar
1 Hour(s)
Prepare for teaching
40 Hour(s)
Autumn
Group work / Assignments
60 Hour(s)
Autumn
Examination
40 Hour(s)
Autumn
Teaching
36 Hour(s)
Spring
Prepare for teaching
40 Hour(s)
Spring
Group work / Assignments
60 Hour(s)
Spring
Examination
40 Hour(s)
Spring
Student's own work with learning resources
47 Hour(s)
Autumn and 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.