DIG 3503 Connected Communication

DIG 3503 Connected Communication

Course code: 
DIG 3503
Communication and Culture
Course coordinator: 
Cathrine von Ibenfeldt
Course name in Norwegian: 
Kommunikasjon i sanntid
Product category: 
Bachelor of Digital Communication and Marketing - Programme Courses
2024 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

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:

LO 1 Describe the theoretical framework within digital communication and marketing

LO 2 Critically describe ethical issues around digital communication and marketing

Learning outcomes - Skills

 After completing the course students:

LO 3 Can develop a digital project that has the potential to reach interested online users

LO 4 Can work out a digital marketing plan for the digital project

LO 5 Can synthesise primary and secondary data to generate insight

LO 6 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)

LO 7 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)

LO 8 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)

LO 9 Can prepare extensive reports related to key indicators from the digital marketing plan

LO 10 Have experience-based knowledge about planning, implementing and analysing the effects of digital campaign

LO 11 The student has experience-based knowledge of systematic evaluation of implemented tactics in order to optimize effects

LO 12 Have experience-based skills in safeguarding privacy online

General Competence

After completing the course students:

LO 13 Have developed skills in project work

LO 14 The student has experience-based skills in handling incomplete and/or ambiguous information in a digital real-time project over time

LO 15 The student has acquired experiential knowledge of various digital software

Course content

The course is carried out over one semester 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, Google Search Console, SemRush and more.
Teaching and learning activities

The course consists of two learning arenas. One learning arena is a digital e-learning course with five associated modules. The modules are available via the students' learning portal. The other learning arena is in the classroom, where various activities related to the exam project are carried out. Different resources are made available via the learning portal. Examples of resources are: discussion tasks, various tests and professional 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 website, produce content for the website, and commence, measure, and analyze the effects of communication strategies. The website is tied in with the carrying out of different forms of digital communication and marketing. In the course, central tools such as Google Analytics and Meta Business Suite, among others.  

Software tools
Software defined under the section "Teaching and learning activities".
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. 1000 NOK depending on the desired domain.

Students are responsible for costs and administration.

It is also worth noting that costs can arise in connection with the student’s chosen tactics in digital channels, such as paid placement.


Higher Education Entrance Qualification


Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.

Required prerequisite knowledge

Basic course i Marketing Communication.

Exam category: 
Form of assessment: 
Structured Test
Exam/hand-in semester: 
First Semester
1 Hour(s)
Home exam. Control exam from the course's 5 digital modules and syllabus - with a mixture of short and long answers as well as multiple choice questions.
Exam code: 
DIG 35031
Grading scale: 
Examination every semester
Exam category: 
Form of assessment: 
Portfolio Assessment other than PDF
Exam/hand-in semester: 
First Semester
Group (1 - 4)
1 Semester(s)
Exam code: 
DIG 35032
Grading scale: 
Examination when next scheduled course
Type of Assessment: 
Ordinary examination
All exams must be passed to get a grade in this course.
Total weight: 
Student workload
46 Hour(s)
Group work / Assignments
200 Hour(s)
Digital resources
  • Interactive work book
  • Interactive websites
60 Hour(s)
40 Hour(s)
Feedback activities and counselling
14 Hour(s)
Prepare for teaching
40 Hour(s)
Sum workload: 

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.