Veidlapa Nr. M-3 (8)
Study Course Description
Digital Communication ContentFformats and Strategies
Course Code
KF_067
Branch of Science
Media and communications
ECTS
3.00
Target Audience
Communication Science
LQF
Level 6
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Ruta Siliņa
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
To introduce students with content formats and strategies of digital communication.
Preliminary Knowledge
Not required.
Learning Outcomes
Knowledge
1.After completing the study courses, the student will be familiar with the main content formats and strategies of digital communication, their role in ensuring effective communication. Students will know the principles of media operation and methods of communication in different media platforms
Skills
1.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.
Competences
1.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.
Assessment
Individual work
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Individual work |
-
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-
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Seminar work and exam
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Examination
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Title
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% from total grade
|
Grade
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|---|---|---|
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1.
Examination |
-
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-
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|
Successful completion of the seminar tasks is a prerequisite for passing the course
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2.
Examination |
-
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-
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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%
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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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|---|---|---|
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On site
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Auditorium
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2
|
Topics
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Aims of digital communication content (Building a brand, Generating awareness, Driving conversions, Creating customer experiences, Delivering customer service, Managing risk, Providing entertainment, Educating consumers)
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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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|---|---|---|
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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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Development a content strategy ([1] Text content: blog articles, white papers, case studies. [2] Graphic content: infographics, gifs etc. [3] Audio content: podcasts. [4] Video content: tutorials, webinars, customer testimonials, etc.)
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-
Class/Seminar
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Modality
|
Location
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Contact hours
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|---|---|---|
|
On site
|
Auditorium
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2
|
Topics
|
Development a content strategy
|
-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
|
On site
|
Auditorium
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2
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Topics
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Target audience addressing strategies in e-mail communication (Discounts and offers, Blog post roundups, Birthday or anniversary messages, Surveys, Exclusive content, Daily or weekly newsletters, Personalized recommendations).
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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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|---|---|---|
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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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Target Audience Strategies: Email Communication (Segment audiences, Choose a catchy, short subject line, Include a direct call to action).
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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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|---|---|---|
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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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Social media campaigns (Facebook, YouTube, Twitter, Instagram, LinkedIn)
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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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|---|---|---|
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On site
|
Auditorium
|
2
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Topics
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Building a social media commune (Buy social media Ads, Invest in video, Use Facebook Messenger)
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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
|
2
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Topics
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Digital advertising strategies(Banner ads, Native advertising, Social media advertising, Influencer advertising, Google AdWords campaigns)
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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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|---|---|---|
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On site
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Auditorium
|
2
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Topics
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Organic search and paid search ([1] Paid referencing or SEA, search engine advertising, [2] natural referencing or SEO, search engine optimization).
Organic reach and paid reach ([1] Social media optimization (SMO), [2] Social media advertising (SMA)).
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-
Class/Seminar
|
Modality
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Location
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Contact hours
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|---|---|---|
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On site
|
Auditorium
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2
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Topics
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Course project: content development of a digital communication campaign.
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Total ECTS (Creditpoints):
3.00
Contact hours:
20 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Rodriguez M. (2020). Brand Storytelling: Put Customers at the Heart of Your Brand Story
2.
Rowles D. (2017). Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement
Additional Reading
1.
Communication Strategy A Complete Guide. (2021)
2.
Kingsnorth S. (2019). Digital Marketing Strategy: An Integrated Approach to Online Marketing
3.
Smith PR., Zook Ze. (2019). Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies
4.
Brunson R. (2019). Traffic Secrets: The Underground Playbook for Filling Your Websites and Funnels with Your Dream Customers