Veidlapa Nr. M-3 (8)
Study Course Description
Digital Image, Communication and Crisis Management
Course Code
SZF_161
Branch of Science
Communication Theory; Media and communications
ECTS
3.00
Target Audience
Biology; Business Management; Civil and Military Defense; Clinical Pharmacy; Communication Science; Dentistry; Health Management; Information and Communication Science; Juridical Science; Law; Life Science; Management Science; Marketing and Advertising; Medical Services; Medical Technologies; Medicine; Midwifery; Nursing Science; Pedagogy; Person and Property Defence; Pharmacy; Political Science; Psychology; Public Health; Rehabilitation; Social Anthropology; Social Welfare and Social Work; Sociology; Sports Trainer
LQF
Level 7
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Zita Lazdāne
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
The study course is designed to provide knowledge and skills on the fundamental principles of digital identity and image building for both professional and personal purposes. During the course, practical knowledge and skills in digital identity and image building will be acquired, along with an understanding of the potential of digital channels and tools. Participants will learn how to use these tools productively to achieve their goals and enhance their digital communication skills. During the course, you will be able to learn the basic principles of crisis management in digital communication, learn how to effectively plan and implement crisis communication in various digital channels, how to identify potential crisis situations, how to react to them in order to reduce the negative impact on the brand or personal image, and how to prevent various reputational risks.
Preliminary Knowledge
Experience with social media platforms is desirable to use them for information gathering and practical task completion within the course. Experience with generative artificial intelligence (AI) solutions for text and image generation is also preferred, as the course includes tasks related to using generative AI to prepare content for social media platforms.
Learning Outcomes
Knowledge
1.Recognises key concepts of digital communication and digital identity and lists the basic principles of social media use. Identify and choose collaborative tactics with other content creators. Identify and evaluate AI-generated content and analyse its use possibilities for achieving communication objectives. Recognises key tools and methods for digital communication analysis and describes how they can be used.
Individual work and tests
Case-by-case analysis • Knowledge test for theoretical part of study course
2.Recognises key concepts of digital communication and digital identity and lists the basic principles of social media use.
Individual work and tests
Case-by-case analysis • Knowledge test for theoretical part of study course • Development of a digital communication strategy
3.Identify and evaluate AI-generated content and analyse its use possibilities for achieving communication objectives.
Individual work and tests
Knowledge test for theoretical part of study course
4.Recognises key tools and methods for digital communication analysis and describes how they can be used.
Individual work and tests
Knowledge test for theoretical part of study course • Development of a digital communication strategy
Skills
1.Evaluates the effectiveness of the most popular digital content tools in different contexts.
Individual work and tests
Knowledge test for theoretical part of study course • Development of a digital communication strategy
2.Identify the best audiences for different needs, create the right content for different lectures theatres.
Individual work and tests
Case-by-case analysis • Knowledge test for theoretical part of study course
3.Interpret data from different digital communication channels, their importance and their impact on digital identity.
Individual work and tests
Knowledge test for theoretical part of study course
4.Quantitative and qualitative results of analysis of digital content shall be determined and classified.
Individual work and tests
Knowledge test for theoretical part of study course
5.Distinguishes between successful and failed digital communication campaigns, is able to explain their results.
Individual work and tests
Knowledge test for theoretical part of study course • Development of a digital communication strategy
6.Explains the effectiveness of digital communication content and its impact on personal and organisational digital identity.
Individual work and tests
Development of a digital communication strategy • Knowledge test for theoretical part of study course
7.Engage in discussions about digital content analysis.
Individual work and tests
Development of a digital communication strategy
8.Knows how to produce automated recordings on digital channels through artificial intelligence.
Individual work and tests
Knowledge test for theoretical part of study course • Case-by-case analysis
9.Takes a reasonably reasoned view on digital communication processes in general.
Individual work and tests
Development of a digital communication strategy
Competences
1.Appropriate quantitative and qualitative analysis methods shall be selected and applied in the digital communication analysis process.
Individual work and tests
Knowledge test for theoretical part of study course • Development of a digital communication strategy
2.Able to independently acquire, select and analyse information on digital communication channels and use it to strengthen personal and organisational digital identity.
Individual work and tests
Knowledge test for theoretical part of study course • Development of a digital communication strategy
3.Is able to analyse various digital communication processes and projects, carrying out tasks individually and within the working group, as well as to assess the work done by others in the field of digital communication.
Individual work and tests
Development of a digital communication strategy • Knowledge test for theoretical part of study course
4.Digital communication in the planning process is able to set specific objectives, be able to create a key message, identify appropriate target groups and create a tactical blueprint for digital communication.
Individual work and tests
Knowledge test for theoretical part of study course • Development of a digital communication strategy
5.Able to analyse digital identity issues, make the necessary selection of information, use it to solve clearly defined problems.
Individual work and tests
Development of a digital communication strategy • Knowledge test for theoretical part of study course
6.Able to work in a group and create an organisation’s digital communication strategy, plan digital communication, measure the result and be able to interpret data.
Individual work and tests
Development of a digital communication strategy
7.It is necessary to independently formulate and analyse different aspects of digital identity and communication, to justify decisions by carrying out further analysis if necessary.
8.Able to deal with different cases of digital communication and digital identity crises.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Case-by-case analysis |
25.00% from total grade
|
Test
|
|
2.
Development of a digital communication strategy |
35.00% from total grade
|
Test
|
|
Students in a group of 3-4 people develop a digital communication strategy for a specific case. Must be performed by 11th lecture. Up to 5 A4 pages, or up to 15 slides (without input slide and final slide). Minimum version 2 pages, 8 slides (without input slide and final slide). Student self-assessment, assessment consists of 60% student assessment, 40% lecturer. |
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Knowledge test for theoretical part of study course |
40.00% from total grade
|
10 points
|
|
The knowledge test covers the theoretical part of the course and consists of both closed and open type questions. Open questions allow students to demonstrate understanding, analyse situations and justify their chosen approach to digital communication and crisis resolution. |
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Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Image building in the digital environment
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Digital content creation
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Trends and perspectives in digital communication
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Crisis communication management in the digital environment
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Introduction. Fundamentals of Digital Communication and Digital Identity
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Data analysis and metrics in digital communication
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Building collaborations in the digital environment
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The use of design and visual materials in digital communication
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Analysis of Digital Communication Channels
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Digital content analysis
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Reaching the audience
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Digital communication and artificial intelligence
|
Total ECTS (Creditpoints):
3.00
Contact hours:
24 Academic Hours
Final Examination:
Exam
Bibliography
Required Reading
1.
Scott, D. M. 2015. The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Release, and Viral Marketing to Reach Buyers Directly. Reprint edition. John Wiley & Sons Inc.Suitable for English stream
2.
Reece, M. 2010. Real-time Marketing for Business Growth: How to Use Social Media, Measure Marketing, and Create a Culture of Execution. 1st edition. Ft Pr.Suitable for English stream
3.
Karle, M. A. 2020. A Social Media Survival Guide: How to Use the Most Popular Platforms and Protect Your Privacy. Illustrated edition. Rowman & Littlefield Publishers.Suitable for English stream
4.
Al-Deen, N., & Hendricks, J. A. 2011. Social Media: Usage and Impact. Lexington Books.Suitable for English stream
Additional Reading
1.
Lipschultz, J. H. 2020. Social Media Communication. 3rd edition. Routledge.Suitable for English stream
2.
Fuchs, C. 2014. Social Media: A Critical Introduction. 1st edition. SAGE Publications Ltd.Suitable for English stream
3.
Williams, J., & Macfarlane, G. 2016. Social Media: Marketing Strategies for Rapid Growth Using: Facebook, Twitter, Instagram, LinkedIn, Pinterest, and YouTube. CreateSpace Independent Publishing Platform.Suitable for English stream
4.
Meikle, G. 2016. Social Media: Communication, Sharing and Visibility. Routledge.Suitable for English stream
5.
Atherton, J. 2019. Social Media Strategy: Practical Guide to Social Media Marketing and Customer Engagement. 1st edition. Kogan Page.Suitable for English stream
6.
Flower, J. I. 2023. Organic Social Media: How to Build Flourishing Online Communities. 1st edition. Kogan Page.Suitable for English stream
7.
Hinton, S., & Hjorth, L. 2019. Understanding Social Media. 2nd edition. SAGE Publications Ltd.Suitable for English stream