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Digital Communication Methods and Channels
Study Course Description
Course Description Statuss:Approved
Course Description Version:3.00
Study Course Accepted:15.04.2024 09:03:14
| Study Course Information | |||||||||
| Course Code: | KF_070 | LQF level: | Level 6 | ||||||
| Credit Points: | 2.00 | ECTS: | 3.00 | ||||||
| Branch of Science: | Communication Sciences | Target Audience: | Communication Science | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Ruta Siliņa | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 6 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 12 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 20 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 5 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 10 | ||||
| Classes (count) | 3 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 6 | ||||
| Total Contact Hours | 16 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | General knowledge of digital communication. | ||||||||
| Objective: | The proliferation of digital technologies has provided unprecedented opportunities for companies to reach, inform and engage target audiences. The aim of the course is to provide students with knowledge that must be taken into account when planning internal and external digital communication, how to define target audiences for digital communication and choose the most appropriate channels for addressing target audiences. The tasks of the course are to promote students' comprehensive understanding of digital communication target audiences, digital communication methods and channels. At the end of the course, students should be able to analyze various challenges of digital communication, showing the most appropriate solutions for them. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | What is communication? What is digital communication? Goals and tasks of digital communication. | Lectures | 1.00 | auditorium | |||||
| 2 | Communication target audiences: target audience segmentation: demographics, psychographics, geography, behavior. Social media audiences. | Lectures | 1.00 | auditorium | |||||
| 3 | Digital communication in the work of a public relations specialist: professional standard, necessary skills, competences and knowledge. Infographic presentations. | Classes | 1.00 | auditorium | |||||
| 4 | Internal and external communication of the organization. Internal digital communication tools: e-mails, internal website (intranet), internal social media. | Lectures | 1.00 | auditorium | |||||
| 5 | Audiences internal to the organization. Creating internal website or blog content to address internal audiences. | Classes | 1.00 | auditorium | |||||
| 6 | External digital communication tools: external website, blogs, social media, video conferences, press releases; answers to media questions; chatbots; video chats. | Lectures | 1.00 | auditorium | |||||
| 7 | Audiences external to the organization. Reaching your audience on social media. | Classes | 1.00 | auditorium | |||||
| 8 | Digital communication plan, efficiency measurements. | Lectures | 1.00 | auditorium | |||||
| 9 | Creating content for social media. Measuring the effectiveness of social media. | Lectures | 1.00 | auditorium | |||||
| 10 | Course project: development of a digital communication campaign. | Classes | 1.00 | auditorium | |||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | What is communication? What is digital communication? Goals and tasks of digital communication. | Lectures | 1.00 | auditorium | |||||
| 2 | Communication target audiences: target audience segmentation: demographics, psychographics, geography, behavior. Social media audiences. | Lectures | 1.00 | auditorium | |||||
| 3 | Digital communication in the work of a public relations specialist: professional standard, necessary skills, competences and knowledge. Infographic presentations. | Classes | 1.00 | auditorium | |||||
| 4 | Internal and external communication of the organization. Internal digital communication tools: e-mails, internal website (intranet), internal social media. | Lectures | 1.00 | auditorium | |||||
| 5 | Audiences internal to the organization. Creating internal website or blog content to address internal audiences. | Classes | 0.50 | auditorium | |||||
| 6 | External digital communication tools: external website, blogs, social media, video conferences, press releases; answers to media questions; chatbots; video chats. | Lectures | 1.00 | auditorium | |||||
| 7 | Audiences external to the organization. Reaching your audience on social media. | Classes | 0.50 | auditorium | |||||
| 8 | Digital communication plan, efficiency measurements. | Lectures | 1.00 | auditorium | |||||
| 10 | Course project: development of a digital communication campaign. | Classes | 1.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | Preparation for seminar works and exam. Studying literature. In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal. | ||||||||
| Assessment Criteria: | The final grade (in a 10-point system) will consist of assessments of: 1. participation in lectures and seminars (attendance): 5% 2. activity in lectures and seminars: 5% 3. seminar tasks: 60% 4. exam (test): 30% | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | After completing the study courses, the student will be familiar with the main digital communication channels and technologies, their role in ensuring effective communication. Students will know and be able to apply in practice the principles of media operation and methods of communication in different media platforms. | ||||||||
| Skills: | After completing the course, the student will be able to apply the acquired communication skills in a digital environment, as well as strengthen cooperation skills, the ability to adapt to changes and make decisions independently, as well as analytical skills. | ||||||||
| Competencies: | After completing the course, the student will be able to evaluate information, prepare and direct communication messages in a digital communication environment; analyze the information and apply it according to the specifics of the specific situation. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Chaffey, D., & Ellis-Chadwick, F. Digital marketing. Pearson UK, 2019. | ||||||||
| 2 | Hemann, C., & Burbary, K. Digital marketing analytics: Making sense of consumer data in a digital world (2nd edition). Pearson Education, 2018. | ||||||||
