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2025/2026  BA-BKOMO2508U  Digital Communication

English Title
Digital Communication

Course information
Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Quarter
Start time of the course Third Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for Service and Markets
Course coordinator
  • Felix Eggers - Department of Marketing (Marketing)
Main academic disciplines
  • Information technology
  • Communication
  • Marketing
Teaching methods
  • Blended learning
Last updated on 23-06-2025

Relevant links
Learning objectives
In order to pass the exam students must be able to:
  • Identify and explain key digital media types and their roles in communication strategies
  • Analyze digital networks and social media ecosystems for communication purposes
  • Develop and apply A/B testing frameworks and digital experiments for campaign optimization
  • Critically evaluate the implications of generative AI for communication, including ethical considerations
  • Design practical digital communication strategies using a mix of technologies and creative approaches
  • Anticipate and adapt to emerging digital trends affecting communication professions
Examination
Digital Communication:
Exam ECTS 7,5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 2 hours
Grading scale 7-point grading scale
Examiner(s) Internal examiner and external examiner
Exam period Spring
Aids Closed book: no aids
However, at all written sit-in exams the student has access to the basic IT application package (Microsoft Office365 (minus Excel), document camera and paper, 7-zip file manager, Adobe Reader DC, PDF24, Texlive, VLC player, Windows Media Player – ATTENTION no sound allowed), and the student is allowed to bring simple writing and drawing utensils (non-digital). PLEASE NOTE: Students are not allowed to communicate with others during the exam.
Make-up exam/re-exam
Same examination form as the ordinary exam
The number of registered candidates for the make-up examination/re-take examination may warrant that it most appropriately be held as an oral examination. The programme office will inform the students if the make-up examination/re-take examination instead is held as an oral examination including a second examiner or external examiner.
Course content, structure and pedagogical approach

This course explores the evolving role of digital technologies in communication, preparing students for a labor market where many communication tasks will be created and automated through the interplay of humans and digital technologies, such as Generative AI.

 

Students will gain practical insights into digital media types, digital touchpoints, social networks, and tools like A/B testing for campaign optimization. Emphasis will be placed on understanding how Generative AI and other digital tools reshape communication practices, necessitating strategic navigation of misinformation, disinformation, and challenges to corporate reputation and differentiation.

 

By the end of the course, students will be equipped to design, execute, and evaluate digital communication strategies using state-of-the-art technologies, balancing automation with ethical considerations and creative originality. 
Research-based teaching
CBS’ programmes and teaching are research-based. The following types of research-based knowledge and research-like activities are included in this course:
Research-based knowledge
  • Classic and basic theory
  • New theory
  • Teacher’s own research
  • Methodology
  • Models
Research-like activities
  • Data collection
  • Analysis
  • Discussion, critical reflection, modelling
Description of the teaching methods
The course is based on a mix of online, prerecorded lectures that explain theoretical concepts or methods and attendance lectures that will be used for exercises and discussions. Discussions and exercises can be based on group work.
Feedback during the teaching period
The teacher will give feedback to student discussions and exercises in class. Additional office hours will be provided for individual feedback. Online, prerecorded lectures will be accompanied with quizzes.
Student workload
Lectures and exercises 38 hours
Preperation and exam 170 hours
Total 208 hours
Last updated on 23-06-2025