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.Recognizes the key concepts of digital communication and digital identity and lists the basic principles of using social media. Identifies and selects collaboration strategies with other content creators. Identifies and evaluates AI-generated content and analyzes its potential for achieving communication goals. Recognizes the main tools and methods for digital communication analysis and understands their possible applications.
Skills
1.Evaluates the effectiveness of the most popular digital content tools in various contexts. Determines the most appropriate target audiences for different needs and creates suitable content for diverse audiences. Interprets data obtained from various digital communication channels, understanding its significance and impact on digital identity. Identifies and classifies quantitative and qualitative results of digital content analysis. Distinguishes between successful and unsuccessful digital communication campaigns and can explain their outcomes. Explains the effectiveness of digital communication content and its impact on personal and organizational digital identity. Engages in discussions about digital content analysis. Knows how to prepare automated posts in digital channels using artificial intelligence. Expresses a well-reasoned opinion on digital communication processes as a whole.
Competences
1.In the process of digital communication analysis, selects and applies appropriate quantitative and qualitative analysis methods. Can independently gather, select, and analyze information from digital communication channels and use it to strengthen personal and organizational digital identity. Capable of analyzing various digital communication processes and projects, completing assigned tasks both individually and in teams, and evaluating the work of others in the field of digital communication. In the process of digital communication planning, can set specific goals, create a core message, identify appropriate target groups, and develop a tactical digital communication plan. Able to analyze digital identity issues, select necessary information, and use it to solve clearly defined problems. Can work in a team to develop an organization's digital communication strategy, plan digital communication, measure results, and interpret data. Able to independently formulate and analyze various aspects of digital identity and communication, justify decisions, and conduct additional analysis if necessary. Capable of handling various digital communication and digital identity crisis situations.
Assessment
Individual work
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Title
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% from total grade
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Grade
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1.
Individual work |
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1. Case Study Analysis
Each student is required to conduct a case study analysis related to the creation, management, or challenges of digital identity in the online environment. The case study may involve personal or organizational image (social media campaigns, crisis situations, or any other topic that reflects the themes discussed in the course). The specific case must be analyzed using the knowledge acquired during the course. Key factors influencing the formation of digital identity should be identified, along with a general overview and recommendations for improvement.
Work Requirements:
The case study should be clearly and precisely presented, adhering to the following length guidelines (you can choose between a written version or a presentation format):
Written Version: Up to 3 A4 pages (minimum length: 1½ A4 pages), with a structured analysis of the situation.
Presentation Version: Up to 10 slides (minimum of 5 slides, excluding the introduction and conclusion slides).
Structure:
Brief overview of the chosen case.
Relevance and significance of the case in the context of digital identity.
Case description: A detailed account of the case, including key facts and events. Analysis of the tools and methods used for building digital identity.
Analysis: Identification of the main problems and challenges. Application of theoretical concepts learned in the course to the case analysis. Critical evaluation of the effectiveness of the strategies used.
Conclusions and recommendations.
Case Study Submission: Must be completed by the 9th lecture.
2. Development of a Digital Communication Strategy
Students will work in groups of 3-4 to develop a digital communication strategy for a specific case. This must be completed by the 11th lecture.
3. Final Examination - Knowledge Test
A knowledge test covering the theoretical part of the course.
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Examination
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Title
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% from total grade
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Grade
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1.
Examination |
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1. Analysis of a specific case. Up to 3 A4 pages or up to 10 slides (without introductory slide or closing slide); minimum version 1 ½ pages or 5 slides (without introduction slide and closing slide).
2. Creating a digital communication strategy. Up to 5 A4 pages, or up to 15 slides (without introduction slide and closing slide). Minimum version 2 pages, 8 slides (without introduction slide and closing slide). Student self-assessment, the assessment consists of 60% student assessment, 40% teacher's assessment.
3. Final exam - knowledge test.
The final assessment consists of 25% analysis of a specific case, 35% creation of a digital strategy (work in groups), 40% knowledge test.
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Study Course Theme Plan
FULL-TIME
Part 1
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Lecture
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Introduction. Fundamentals of Digital Communication and Digital Identity
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Class/Seminar
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Analysis of Digital Communication Channels
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Lecture
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Image building in the digital environment
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Class/Seminar
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Digital content creation
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Class/Seminar
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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The use of design and visual materials in digital communication
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Class/Seminar
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Data analysis and metrics in digital communication
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Lecture
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Reaching the audience
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Class/Seminar
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Digital content analysis
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Lecture
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Crisis communication management in the digital environment
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Class/Seminar
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Digital communication and artificial intelligence
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Lecture
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Building collaborations in the digital environment
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Lecture
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Modality
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Location
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Contact hours
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On site
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Auditorium
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2
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Topics
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Trends and perspectives in digital communication
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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