DIG 3500 Connected Communication
DIG 3500 Connected Communication
Course code | Semester |
---|---|
DIG 3501 - Høstsemester | 2022 Autumn |
DIG 3502 - Vårsemester | 2023 Spring |
Companies make both short-term and long-term strategic decisions that require implementation of tactics to achieve effective goal achievement. Most companies use technology that enables rapid initiation of communication tactics both physically and digitally. Employees need knowledge and skills in making strategic decisions tactically in real time, as well as evaluating and analyzing the effect of the chosen tactics and optimizing them. Communication in Real-time is a skill based course, where the student must actively acquire theory and practice-related knowledge in order to carry out their own digital project. The students prepare a digital business idea in the form of a blog / website with associated strategy, they create relevant content, market the website to the proposed target group through suitable channels, measure results along the way and make optimizations to achieve strategic goals. Throughout the course, students will describe what they have done, reflect on and critically compare the work with theory in the form of video presentations and written work. In Communication in Real-time, basic theories and models from the disciplines of marketing communication and digital marketing are used. The course has a special focus on digital communication tactics to achieve strategic goals. All planned measures must be anchored in a strategy and theory with associated methods for measuring effects. Great emphasis is placed on the students’ ability to analyze and evaluate tactical choices based on selected strategy and theory.
After completing the course students will be able to:
- Describe the theoretical framework within digital communication and marketing
- Critically describe ethical issues around digital communication and marketing
After completing the course students:
- Can develop a digital project that has the potential to reach interested online users
- Can work out a digital marketing plan for the digital project
- Can synthesise primary and secondary data to generate insight
- Can create different communication elements and digital content with suitable programs (website based on Wordpress, own sites on SoMe-platforms, content production such as text, images and video, on said platforms and presentations to interest groups and more)
- Have experience-based knowledge about the digital toolbox within digital marketing (such as SEM, email, net community, influencers and cooperation with other parties, affiliate marketing, mobile marketing, content marketing and more)
- Have experience-based knowledge about digital analysis of digital and traditional data using suitable programs (such as Google Analytics, Meta Business Insight, various sentiment analysis programs and more)
- Can prepare extensive reports related to key indicators from the digital marketing plan
- Have experience-based knowledge about planning, implementing and analysing the effects of digital campaign
- Have experience-based skills in safeguarding privacy online
After completing the course students:
- Have developed skills in project work
The course is carried out over two semesters and includes many different topics related to digital communication and marketing. Including:
- Influence theories
- Communication theories
- Development and implementation of digital business strategies
- Use of insight as a basis for decision-making
- Design of digital personas based on selected target groups
- Message development and planning of digital content
- Design, initiate and evaluate objectives related to companies' digital strategy
- Initiate planned digital communication measures in various media, such as owned, earned and paid media
- Develop and analyze several marketing communication activity/initiative in the marketing mix, as events
- Design of digital campaigns, including communication goals and media goals
- Analyze the effects of digital marketing communication
- Optimization of implemented measures (for example through SEO and PPC)
- Active use of digital tools, including websites / Wordpress, Google Analytics, Tag Manager.
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 selected 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 Analytics og Meta Business Suite, among others.
It is expected that students set up a website and acquire a domain and a room in a fitting webhotel. 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
Disclaimer
Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.
Basic course i Marketing and Consumer Behavior.
Assessments |
---|
Exam category: Submission Form of assessment: Multimedia production Grouping: Group/Individual (1 - 4) Duration: 6 Week(s) Comment: All exams must be passed to obtain 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 Grouping: Group/Individual (1 - 4) Duration: 1 Semester(s) Comment: All exams must be passed to obtain 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 Grouping: Group/Individual (1 - 4) Duration: 12 Week(s) Exam code: DIG 35006 Grading scale: Pass/fail 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 35007 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) | Autumn |
Webinar | 1 Hour(s) | |
Prepare for teaching | 20 Hour(s) | Autumn |
Group work / Assignments | 80 Hour(s) | Autumn |
Examination | 40 Hour(s) | Autumn |
Student's own work with learning resources | 47 Hour(s) | Autumn and spring |
Teaching | 36 Hour(s) | Spring |
Prepare for teaching | 20 Hour(s) | Spring |
Group work / Assignments | 80 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.