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2011/2012  BA-IMK_MSDC  Media Strategy in Digital Communication

English Title
Media Strategy in Digital Communication

Course Information

Language English
Point 7,5 ECTS (225 SAT)
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
  • Henrik Merkelsen - Department of International Culture and Communication Studies
Main Category of the Course
  • Communication
Last updated on 29 maj 2012
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
  • Gather relevant information pertinent to specific media plans and understand the importance of source criticism when conducting web-based information seeking
  • 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 :
Assessment Oral with Written Assignment
Marking Scale 7-step scale
Censorship Internal examiners
Exam Period May/June
Aids Open Book, Written and Electronic Aid is permitted
Duration Please, see the detailed regulations below
A home assignment in groups of 4-5 students. The assignment will be based on a case of the group’s own choice and which has been used during the course. It is possible to answer the assignment individually, but groups of 4-5 students are recommended. Rules about group assignments see your 'Programme Regulations', § 6.

Length: max. 25 standard pages regardless of group size.

Duration of individual oral exam: 20 min.

Assessment: 1 comprehensive grade covering the group assignment and the individual exam according to the 7-point grading scale

Re-examination: 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 re-submission 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 re-submission 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

The course focuses on the development of digital communication and the subsequent expanded mediatization. This development involves new communicative potentials and challenges to professionals as well as to lay persons. The course combines classical media and media management theories with theories of new media and media convergence.

Teaching Methods
The course consists of a combination of lectures, student presentations, discussions, assignments and exercises. A part of the course will employ one or more case assignments in order to ensure a realistic and practice related context.

Indicative course litterature:

Awaiting curriculum