Connected Communication

Introduction

Companies make both short-term and long-term strategic decisions that require implementation of tactics to achieve effective goal achievement. Most companies use technology that enables rapid initiation of communication tactics both physically and digitally. Employees need knowledge and skills in making strategic decisions tactically in real time, as well as evaluating and analyzing the effect of the chosen tactics and optimizing them. Communication in Real-time is a skill based course, where the student must actively acquire theory and practice-related knowledge in order to carry out their own digital project. The students prepare a digital business idea in the form of a blog / website with associated strategy, they create relevant content, market the website to the proposed target group through suitable channels, measure results along the way and make optimizations to achieve strategic goals. Throughout the course, students will describe what they have done, reflect on and critically compare the work with theory in the form of video presentations and written work. In Communication in Real-time, basic theories and models from the disciplines of marketing communication and digital marketing are used. The course has a special focus on digital communication tactics to achieve strategic goals. All planned measures must be anchored in a strategy and theory with associated methods for measuring effects. Great emphasis is placed on the students’ ability to analyze and evaluate tactical choices based on selected strategy and theory.

Course content

The course is carried out over two semesters and includes many different topics related to digital communication and marketing. Including:

• Influence theories
• Communication theories
• Development and implementation of digital business strategies
• Use of insight as a basis for decision-making
• Design of digital personas based on selected target groups
• Message development and planning of digital content
• Design, initiate and evaluate objectives related to companies' digital strategy
• Initiate planned digital communication measures in various media, such as owned, earned and paid media
• Develop and analyze several marketing communication activity/initiative in the marketing mix, as events
• Design of digital campaigns, including communication goals and media goals
• Analyze the effects of digital marketing communication
• Optimization of implemented measures (for example through SEO and PPC)
• Active use of digital tools, including websites / Wordpress, Google Analytics, Tag Manager.