Course
Digital communication in service organizations (BDS110)
Digitalization has transformed the communication environment for organizations. The use of digital communication channels has vastly increased during the last years to become a deciding factor in creating customer experience and business growth. Innovative communication technology, enhanced access to information, and increased possibilities to engage internal and external stakeholders through social media provide new communication opportunities for organizations. Customers and consumers are communicating with each other and discussing services that organizations provide, through a continuously increasing number of digital communication channels such as social media platforms, online communities and forums, messaging apps, SMS, mobile apps, online chat, blogs, video sharing platforms and so on. Utilizing digital communication channels is thus one of the key strategies to help improve end-user and employee satisfaction. Furthermore, applying digital communication channels as a part of service innovation, such as self-service and automation of repetitive tasks, can contribute to improved satisfaction for both end-users and employees.
Dette er emnebeskrivelsen for studieåret 2024-2025. Merk at det kan komme endringer.
Semesters
Fakta
Emnekode
BDS110
Vekting (stp)
10
Semester undervisningsstart
Autumn
Undervisningsspråk
English, Norwegian
Antall semestre
1
Vurderingssemester
Autumn
Timeplan
Litteratur
Content
In this course, the students will be introduced to central theories of corporate and digital communication. The purpose is to provide the students with analytical and conceptual tools so that they will be able to understand, manage and critically reflect over the role of digital media in communication and relations with customers, external and internal stakeholders. Central topics that will be addressed involve the use of digital communication platforms, technology and AI; stakeholder management and communication in a digital context; utilizing social media for building and maintaining corporate identity; customer engagement, and reputation; the role of digital communication in crisis and change management; cross-cultural communication; and ethical considerations in digital communication including privacy, data security and responsible content sharing. The students will learn how to create and implement a digital corporate communication strategy to build and maintain customer loyalty and contribute to improved user experience and service quality. This includes knowledge of digital change processes and integrating digital communication solutions into organizational policies and strategies.
Learning outcome
Knowledge
The candidates will have knowledge about
- Communication as an integrated part of digital service management.
- Basic principles and models of internal and external digital organizational communication.
- Stakeholder relations and digital communication.
- Digital communication solutions as an integrated part of organizational policies and strategies.
- The role of digital media in relation to technological practices, change processes, power, and dialogue in organizations.
- How to address new corporate communication challenges as a part of the general digital transformation in society and business.
Skills
The candidates will be able to
- Recognize central principles of planning and implementing effective internal and external digital communication in an organization and with customers and apply these to communicate more effectively in a service and organizational context.
- Plan and implement a digital corporate communication strategy to build and maintain customer loyalty and contribute to improved user experience and service quality.
- Evaluate the effectiveness of digital and traditional communication strategies.
- Apply analytical and conceptual tools in order to manage and critically reflect over the role of digital media in communication, dialogue and relations with internal and external stakeholders.
- Apply knowledge of transformational processes in planning digital change processes in organizations.
General competences
The candidates will be able to
- Reflect about ethical perspectives related to digital communication in a service organization.
- Reflect about and apply digital communication as a success factor of an excellent customer experience.
- Apply course theories and perspectives in new areas and situations related to digital communication and dialogue with employees, customers, and other stakeholders.
- Communicate and engage in discourses about research-based theories and analyses of digital communication and stakeholder relations.
Forkunnskapskrav
Ingen
Exam
| Form of assessment | Weight | Duration | Marks | Aid | Exam system | Withdrawal deadline | Exam date |
|---|---|---|---|---|---|---|---|
| Written exam | 1/1 | 4 Hours | Letter grades | None permitted | — | 19.11.2024 | 03.12.2024 |
Vilkår for å gå opp til eksamen/vurdering
Compusory assignment, Presentation, Home assignment, Oral group presentation
A mandatory group home assignment with a presentation must be passed in order to be admitted to take the final exam.
Fagperson(er)
Course teacher:
Tone Therese LingeCourse coordinator:
Tone Therese LingeMethod of work
The teaching will consist of a combination of lectures (synchronous and asynchronous), case discussions and group work. Students are expected to prepare themselves in advance of the teaching sessions by reading through the relevant curriculum literature for each session and reviewing teaching material posted on Canvas.
Åpent for
Emneevaluering
There must be an early dialogue between the course supervisor, the student union representative and the students. The purpose is feedback from the students for changes and adjustments in the course for the current semester.In addition, a digital subject evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.
Litteratur
Book Corporate communication : a guide to theory and practice Cornelissen, Joep, Thousand Oaks :, SAGE Publications, 327 sider, 2023., isbn:9781529600025, Book Social media communication : trends and theories Zhong, Bu, Hoboken, NJ :, John Wiley & Sons Inc, xiii, 194 pages, 2022, isbn:9781119041610; 1119041619, Book Chapter Maskiner som snakker med ledere Arnulf, Jan Ketil, Maskiner som snakker med ledere, Bergen, Fagbokforlaget, 2024, 115-141, isbn:9788245048551, Book Chapter Tverrkulturell kommunikasjon og mangfold Arnulf, Jan Ketil & Traavik, Laura E.M., Tverrkulturell kommunikasjon og mangfold, Bergen, Fagbokforlaget, 2024, 369-391, isbn:9788245048551, Book Chapter Communicating about change Clampitt, Phillip G., Clampitt, Phillip G., Communicating about change, Los Angeles, CA :, SAGE Publications Inc, 1 online resource (360 pages) :, 2017., 235-266, isbn:9781506361703; 1-5063-6171-4; 1-5063-6169-2; 1-5063-6170-6, Book Chapter Kommunikasjon er å skape noe sammen Dahl, Øyvind, Dahl, Øyvind, Kommunikasjon er å skape noe sammen, Stavanger; Oslo, Universitetsforl, 171 s., cop. 1986, 55-82, isbn:8200181618, https://urn.nb.no/URN:NBN:no-nb_digibok_2007080800073View online Book Chapter Hva er internkommunikasjon? Kveine, Randi & Erlien, Bente, Kveine, Randi & Erlien, Bente, Erlien, Bente; Erlien, Bente, Hva er internkommunikasjon?, Oslo, Universitetsforlaget, 294 sider, [2019], 19-33, isbn:9788215029788, Book Chapter Hvorfor er internkommunikasjon viktig? Kveine, Randi & Erlien, Bente, Kveine, Randi & Erlien, Bente, Erlien, Bente; Erlien, Bente, Hvorfor er internkommunikasjon viktig?, Oslo, Universitetsforlaget, 294 sider, [2019], 34-53, isbn:9788215029788, Book Chapter Ledelse og strategisk kommunikasjon Kveine, Randi & Erlien, Bente, Kveine, Randi & Erlien, Bente, Erlien, Bente; Erlien, Bente, Ledelse og strategisk kommunikasjon, Oslo, Universitetsforlaget, 294 sider, [2019], 177-184, isbn:9788215029788, Book Chapter Digital kommunikasjon Van Gils, Suzanne, Digital kommunikasjon, Bergen, Fagbokforlaget, 2024, 423-439, isbn:9788245048551,
The course description is retrieved from FS (Felles studentsystem). Version 1