6 ECTS credits
168 u studietijd

Aanbieding 1 met studiegidsnummer 1021467CNR voor alle studenten in het 2e semester met een gespecialiseerd bachelor niveau.

Semester
2e semester
Inschrijving onder examencontract
Niet mogelijk
Beoordelingsvoet
Beoordeling (0 tot 20)
2e zittijd mogelijk
Ja
Inschrijvingsvereisten
Studenten in de bachelor communicatiewetenschappen hebben 'Communicatiewetenschappen I’ gevolgd, alvorens dit opleidingsonderdeel op te nemen. Studenten in de bachelor Social Sciences hebben 'Introduction to Communication Studies' gevolgd, alvorens dit opleidingsonderdeel op te nemen.
Onderwijstaal
Engels
Onder samenwerkingsakkoord
Onder interuniversitair akkoord mbt. opleiding
Faculteit
Faculteit Sociale Wetensch & SolvayBusinessSchool
Verantwoordelijke vakgroep
Communicatiewetenschappen
Externe partnerinstelling(en)
Universiteit Gent
Onderwijsteam
Wendy Van Den Broeck
Maartje Van Leeuwen (titularis)
Anna Luo
Onderdelen en contacturen
30 contacturen Hoorcollege
9 contacturen Werkvormen en Praktische Oef.
129 contacturen Zelfwerk en -studie
Inhoud

This course focuses on (persuasive) strategies and marketing techniques in online and social media. The main focus will be on social media strategies, but also online strategies will be discussed.

The following topics will be tackled:

  • Digital  and social marketing concepts & definitions
  • Digital advertising strategies & techniques, including:
    • Content marketing & native advertising
    • Social media strategies and planning
    • Search engine optimisation
  • Digital advertising payment models: CPA, PPC, CPM
  • Monitoring of digital advertising campaigns 

Students will learn:

  • how these different tools function and are being used based on specific case studies
  • to critically reflect on the advantages and disadvantages of these techniques
  • to apply the insights from the course to a specific case. This will take the form of a group paper in which the students will develop their own social media marketing plan. 
Studiemateriaal
Digitaal cursusmateriaal (Vereist) : The course material will consist of powerpoint slides and selected book chapters and articles, Canvas
Handboek (Vereist) : Social Media Marketing, Tuten, T. and Solomon, M., 4de, London, Sage., 9781529731989, 2021
Bijkomende info

The teaching methods for the course will consist of a combination of lectures and practical exercises/ case studies.

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 and receive feedback
  • 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: 30 hours
    • class lectures: 10 x 3 hours
  • Practical: 9 hours
    • class exercices: 3 x 3 hours
  • SELF: 129 hours
    • preparation of classes (1h/week): 13 hours
    • exam preparation: 46 hours
    • group paper: 70 hours       
Leerresultaten

General competences

This course corresponds with the following outcomes of the bachelor in social sciences:

  • LO11: has an investigative, problem-oriented and critical attidtude towards social, policital and media-related phenomena and scientific research results with regard thereof,
  • LO12: recognises the multilayered and complex character of social, political and media-related facts and phenomena,
  • LO13: reflects and evaluates his or her learning process and results critically,
  • LO14: acts in a professional and responsible manner,
  • LO15: is able to perform teamwork, he or she possesses good communicative skills and is solution-oriented,
  • LO17: approaches dominant tendencies within the social and the policy domain in a critical manner,
  • LO18: has awareness of the social role and function of social scientists.

More specific learning outcomes for this course are:

  • students know and understand different online and social media strategies
  • students can critically assess specific tools in online and social media strategies and discuss their advantages and disadvantages
  • students can apply the insights from the course to a specifc practical case study

Beoordelingsinformatie

De beoordeling bestaat uit volgende opdrachtcategorieën:
Examen Mondeling bepaalt 60% van het eindcijfer

Examen Andere bepaalt 40% van het eindcijfer

Binnen de categorie Examen Mondeling dient men volgende opdrachten af te werken:

  • Mondeling Examen met een wegingsfactor 60 en aldus 60% van het totale eindcijfer.

Binnen de categorie Examen Andere dient men volgende opdrachten af te werken:

  • Groepswerk met een wegingsfactor 40 en aldus 40% van het totale eindcijfer.

    Toelichting: Samenwerking in het groepswerk is verplicht. Studenten die niet meewerken in hun groep kunnen worden uitgesloten van de groep.

Aanvullende info mbt evaluatie

Participation in the group work is mandatory, students cannot pass the course without participating in the group work. There is no second session possible for the group work, only for the exam. We expect that all students actively participate in and contribute to the group work. If students don't participate in the groupwork, they can be excluded of the group, which will result in an absent for the course. A peer evaluation (buddycheck) is foreseen and obligatory to complete for all students. The outcome of the buddycheck will be used by the teaching team to provide a score on participation in the group work and will have an impact on your score for the assignment. 

The use of generative AI is allowed for certain parts of the evaluation

In this evaluation task, it is permitted to use generative AI only for spelling check. Any use of generative AI should be properly referenced (see reference list AI).


 

Toegestane onvoldoende
Kijk in het aanvullend OER van je faculteit na of een toegestane onvoldoende mogelijk is voor dit opleidingsonderdeel.

Academische context

Deze aanbieding maakt deel uit van de volgende studieplannen:
Bachelor in de communicatiewetenschappen: Standaard traject
Bachelor of Social Sciences: Communication Studies (enkel aangeboden in het Engels)
Master in de onderwijskunde: Standaard traject
Master of Educational Sciences: Standaard traject (enkel aangeboden in het Engels)