DIG 3500 Connected Communication

DIG 3500 Connected Communication

Course code: 
DIG 3500
Department: 
Communication and Culture
Credits: 
15
Course coordinator: 
Cathrine von Ibenfeldt
Course name in Norwegian: 
Kommunikasjon i sanntid
Product category: 
Bachelor
Portfolio: 
Bachelor of Digital Communication and Marketing - Programme Courses
Semester: 
2023 Autumn
Active status: 
Active
Level of study: 
Bachelor
Teaching language: 
Norwegian
Course type: 
Associate course
Introduction

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.

Learning outcomes - Knowledge

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
Learning outcomes - Skills

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
General Competence

After completing the course students:

  • Have developed skills in project work
Course content

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.
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 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.  

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

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.

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

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 exams must be passed to obtain a final grade in the course.
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
DIG 35005
Grading scale:
ECTS
Grading rules:
Internal examiner
Resit:
Examination every semester
40No1 Semester(s)Group/Individual (1 - 4)All exams must be passed to obtain 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)
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
DIG 35007
Grading scale:
ECTS
Grading rules:
Internal examiner
Resit:
Examination every semester
60No1 Semester(s)Group/Individual (1 - 4)
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 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
Invigilation:No
Grouping (size):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
Weight:0
Invigilation:No
Grouping (size):Group/Individual (1-4)
Duration:12 Week(s)
Comment:
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:
Exam code:DIG 35007
Grading scale:ECTS
Resit:Examination every semester
Type of Assessment: 
Ordinary examination
All exams must be passed to get a grade in this course.
Total weight: 
100
Student workload
ActivityDurationComment
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
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.