6 ECTS credits
164 h study time
Offer 1 with catalog number 4017042FNR for all students in the 1st semester at a (F) Master - specialised level.
Society and economy are changing drastically. Major transitions are linked with developments in the media and communication environment. The latter refers to a shift in the way value is created by companies, where the notion of ‘experience’ seems to become increasingly central. In this kind of ‘experience economy’ the media tools and content are becoming to a large extent digitised and datafied, being a powerful enabler for a converged digital media landscape. Another trend related to digital media is the so-called reversal of the value chain. Instead of (big) companies determining what is being designed, produced, marketed and distributed, the consumer/user is taking a more central place in the value network.
These changes are also apparent in the domain of strategic communication and marketing, more in particular on the three levels of the communication process: production, medium and audience. On the ‘production’ side we notice how we are moving from a linear on-to-many marketing approach based on one dominant medium to integrated marketing communication strategies (with online and offline media). For the latter it is crucial to determine the (changing) role of the company as a actor in the value network. On the level of ‘medium’ new forms of interaction, information and communication between organisations and (communities of) consumers are becoming possible (e.g. social media, messaging apps, mobile platforms, virtual reality,...). This is strengthened by powerful means for monitoring, profiling and segmenting consumers in the digital media world (e.g. datamining, e-CRM, cookies,...). Finally on the ‘audience’ side the user seems to be transforming in a ‘prosumer’, in concordance with the rise of social media (Web 2.0) and increased attention for people-centred design and user driven innovation. The question remains however how valid all these observations are or are they no more than hype talk about the role of digital media in relation to marketing. This requires a critical study from an interdisciplinary perspective.
The subject material is made up of five large interconnected components (i.e. socio-economic perspective; media channels and online platforms; marketing research; marketing communication; consumer perspective). The content of each of these parts is being presented by different teaching means. The core material consists of a number of key texts that are analysed, critically discussed and linked with the digital marketing practice.
This coursed exist out of 4 big parts:
Be aware that student need to be present during masterclass & debate (cf. canvas)
The lectures are divided in six modules related to strategic communication and marketing by digital media.
The exact order and timing is subject to change, depending on the availability of the Master Class experts. The learning platform will be a central hub for communication and information exchange in relation to the course. The different texts in the course material will be indicated via a reference list on the learning platform.
For more information on the course: see Canvas
Teaching Methods
Lecture: collective contact-dependent moments during which the lecturer engages with learning materials
Seminar, Exercises or Practicals (Practical): collective or individual contact-dependent moments during which the students are guided to actively engage with learning materials
Independent or External Form of Study (Self): independent study
This description of the teaching methods is indicative, in order to assess the expected study load.
Lecture: 12 hours + practice contact 10 h
Self study:142 h
This course contributes to the following general learning results of the master in communication sciences:
The final grade is composed based on the following categories:
Other Exam determines 100% of the final mark.
Within the Other Exam category, the following assignments need to be completed:
The group assignment is compulsory for this course. No replacement assigments will be given.
You can only pass this course by participating in both the oral exam and the group assignment.
If you participate in only 1 of these two parts, you will automatically receive an absent as a final score.
If you do not participate in the participation part, you will receive a 0 on this part.
This offer is part of the following study plans:
Master of Communication Studies: Media, Strategy and Marketing (only offered in Dutch)
Master of Business Economics: Standaard traject (only offered in Dutch)
Master of Teaching in Social Sciences: communicatiewetenschappen (90 ECTS, Etterbeek) (only offered in Dutch)
Master of Teaching in Economics: standaard traject (90 ECTS, Etterbeek) (only offered in Dutch)