Veidlapa Nr. M-3 (8)
Study Course Description
Digital Communication Methods and Channels
Course Code
KF_070
Branch of Science
Media and communications
ECTS
3.00
Target Audience
Communication Science
LQF
Level 6
Study Type And Form
Full-Time; Part-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
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.
Preliminary Knowledge
General knowledge of digital communication.
Learning Outcomes
Knowledge
1.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
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
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual 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.
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Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
Completing the seminar tasks is a prerequisite for successful completion of the course
|
||
|
2.
Examination |
-
|
-
|
|
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%
|
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
What is communication? What is digital communication? Goals and tasks of digital communication.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Communication target audiences: target audience segmentation: demographics, psychographics, geography, behavior. Social media audiences.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Digital communication in the work of a public relations specialist: professional standard, necessary skills, competences and knowledge. Infographic presentations.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Internal and external communication of the organization. Internal digital communication tools: e-mails, internal website (intranet), internal social media.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Audiences internal to the organization. Creating internal website or blog content to address internal audiences.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
External digital communication tools: external website, blogs, social media, video conferences, press releases; answers to media questions; chatbots; video chats.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Audiences external to the organization. Reaching your audience on social media.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Digital communication plan, efficiency measurements.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Creating content for social media. Measuring the effectiveness of social media.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Course project: development of a digital communication campaign.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
20 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
What is communication? What is digital communication? Goals and tasks of digital communication.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Communication target audiences: target audience segmentation: demographics, psychographics, geography, behavior. Social media audiences.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Digital communication in the work of a public relations specialist: professional standard, necessary skills, competences and knowledge. Infographic presentations.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Internal and external communication of the organization. Internal digital communication tools: e-mails, internal website (intranet), internal social media.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
External digital communication tools: external website, blogs, social media, video conferences, press releases; answers to media questions; chatbots; video chats.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Digital communication plan, efficiency measurements.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Course project: development of a digital communication campaign.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
16 Academic Hours
Final Examination:
Exam
Bibliography
Required Reading
1.
Chaffey, D., & Ellis-Chadwick, F. Digital marketing. Pearson UK, 2019.Suitable for English stream
2.
Hemann, C., & Burbary, K. Digital marketing analytics: Making sense of consumer data in a digital world (2nd edition). Pearson Education, 2018.Suitable for English stream