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2013/2014  BA-IMK_MSDC  Media Strategy in Digital Communication

English Title
Media Strategy in Digital Communication

Course information

Language English
Exam ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Course period Spring
Time Table Please see course schedule at e-Campus
Study board
Study Board for BA in Intercultural Marketing Communication
Course coordinator
  • Daniel Barratt - Department of International Business Communication (IBC)
Main academic disciplines
  • Communication
Last updated on 23-01-2014
Learning objectives
On completing this course, students should be able to:
  • Demonstrate knowledge of theories, models and methods related to the subject
  • Account for how theories, models and methods employed in the course are interconnected, and relate them to other relevant theories, models and methods in the program
  • Discuss, assess and reflect upon the usability of these theories, models and methods as regards empirical problems, including the interconnection between empirical data, theory and theory of science
  • On a theoretical as well as on an empirical level to account for how concepts such as recipient awareness, knowledge and attitudes relate to the choice of media strategy
  • Analyze empirical factors in relation to media strategy, including the interplay between message, media channel and effect
  • In the written assignment:
  • Demonstrate proficiency in scientific methods and communication, including:
  • - Proper use of academic language
  • - Correct use of references
  • - secure coherence in the presentation
Media Strategy in Digital Communication:
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Group exam, max. 5 students in the group
An individual oral exam based om a home assignment in groups of 3-5 students. The assignment will be based on a case formulated by the examiner. It is possible to answer the assignment individually, but groups of 3-5 students are recommended. Rules about group assignments see your 'Programme Regulations'.

Length: max. 30 pages regardless of group size. If you answer the individually the maximum length is 15 pages.
Size of written product Max. 30 pages
Assignment type Written assignment
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period May/June
Make-up exam/re-exam
Same examination form as the ordinary exam
If a student has participated in answering the group case, but has been sick at the time of the oral examination, the re-examination will be based on a renewed hand in of the original home assignment.
If a student has participated in writing the group home assignment, but has not passed the oral examination, the re-examination will be based on on a renewed hand in of the original assignment.
If a student has not participated in answering the group assignment due to sickness, the student must answer a new case assignment individually and participate in the oral examination.
Course content and structure

The course takes a broad view of the changes resulting from introduction of online media, digital media and social media in society, business and organizational life.

The structure of the course is based on the idea that the new media require not only analysis of their main features and characteristics but also an in-depth understanding of their articulations of various areas of life. This does not mean that the new media have unilaterally caused changes and shifts in areas such as the economy, sociality and so on. Rather, by becoming associated with them, an altogether new situation is created. The course is not so much looking at the new media themselves, but understands them as ‘exteriorizations’ of contemporary subjectivity, culture, society and economics.
The course combines classical media and media management theories with theories of new media and media convergence.

Teaching methods
Joint lectures and case based home assignments in order to ensure a realistic and practice related anchoring.
Expected literature

The course will be based on journal articles and book chapters which will be made available via CBS Learn

Last updated on 23-01-2014