Digital Transformation and social media. New trends in strategic communication WH-KON-U2-DTaSM
The course is divided into three topics of analysis. The first 6 sessions will be devoted to the understanding of the social media landscape and its idiosyncrasies. The next 4 sessions focus on the understanding of strategic thinking and the tools that can be used to build a social media strategy. And, finally, the last 5 sessions will function as a workshop where students will work in groups to build a social media strategy for an organization.
Course consist of 30 hour of combined lecturing and workshops (15 sessions) .
1 – introduction to the class
- Presentations and overview of the course
- Small discussion of the role of the Internet in our lives 2 – the new media landscape
- Web 2.0
- Characteristics of the new media landscape 3 – Social media 1/2
- Social media and mass media
- Challenges of social media for strategic communications 4 – Social media 2/2
- Best social media practices
- Case studies and discussion of social media campaigns 5 - #live
- Visualization of the documentary #LIVE 6 – discussion in class
- Discussion on the role of social media as conversation platforms for organizations 7 - research tools for social media
- Uses of research tools for strategic communications in social media 8 – strategy for social media ½
- Concept of strategy in social media 9 – strategy for social media 2/2
- Tools of strategic thinking for social media
- Canvas model
- Publics as personas 10 – content planning for social media
- Methodologies for content building and planning in social media 11 – workshop
- group assignment 12 – workshop
- group assignment 13 – workshop
- group assignment 14 – workshop
- group assignment 15 – final presentations
- final presentations of social media campaigns developed by students Readings
Coordinators:
P r of e s s or : Nuno da Silva Jorge Instituto Politécnico de Lisboa
Dr Piotr Dejneka UKSW
E-Learning
Grupa przedmiotów ogólnouczenianych
Poziom przedmiotu
Symbol/Symbole kierunkowe efektów uczenia się
Typ przedmiotu
W cyklu 2021/22_L: fakultatywny dowolnego wyboru | W cyklu 2019/20_L: obowiązkowy |
Wymagania wstępne
Koordynatorzy przedmiotu
W cyklu 2021/22_L: | W cyklu 2019/20_L: |
Efekty kształcenia
S1A_W05 - has a basic knowledge of man, in particular as an entity constituting social structures and the principles of their functioning, as well as operating in these structures
S2A_W05 - has extended knowledge about man as a creator of culture, deepened in relation to selected areas of human activity
Participation in classes - 30h
Preparation for classes - 20h
Consultations - 10h
Preparation of presentation and workshop- 30h
15h = 1 ECTS point
Kryteria oceniania
Assessment Methodology:
Each subject will be firstly provided as a lecture on the particular Issue, then further discussed in accordance with further readings allocated for presentations and obligatorily written by students.
Grade based on triple factorial assessment :
1.Attendance ( up to one absence allowed)
2. Activity (constant assessment based on student activities during the spam of the course and academic knowledge of required readings.)
3 Attendance in the workshops
Praktyki zawodowe
n/a
Literatura
Literature:
Brown, R. and Waddington, S., (2013) Share This Too, Wiley Publishing
Macnamara, J. (2010a), The 21st Century Media (R)evolution: Emergent
Communication Practices
Meerman Scott, D (2007) The New Rules of Marketing & PR: How to Use News
Releases, Blogs, Podcasts, Viral Marketing to Reach Buyers Directly
Levine, R., Locke, C., Searls, D. and Weinberger, D (2000) The Cluetrain Manifesto: the
end of business as usual
Osterwal der, et al ( 2015) , V alue Proposition Design : How to Create Products and
Services Customers Want, John Wiley & Sons
Phillips, D. and Young (2009), Online public Relations: A Practical Guide to Developing
an Online Strategy in the World of Social Media
Waddington, S., et al (2012) Share This, Wiley Publishing
Waddington, S. and Earl, S. (2012), Brand Anarchy: Managing Corporate Reputation Support material
#PRSTACK: https://prstack.co/
Documentary #LIVE: https://www.youtube.com/watch?v=0HYDj0xqhuM
All required materials will be provided by lecturer in electronic formate.
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W cyklu 2021/22_L:
Literature: |
Uwagi
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W cyklu 2021/22_L:
The course is intended for MA students of the Faculty of Humanities at UKSW and students of the Erasmus + programme. |
Więcej informacji
Dodatkowe informacje (np. o kalendarzu rejestracji, prowadzących zajęcia, lokalizacji i terminach zajęć) mogą być dostępne w serwisie USOSweb: