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.

Semester
1st semester
Enrollment based on exam contract
Impossible
Grading method
Grading (scale from 0 to 20)
Can retake in second session
Yes
Taught in
English
Faculty
Faculty of Social Sciences & SolvayBusinessSchool
Department
Communication Sciences
Educational team
Nanouk Verhulst (course titular)
Activities and contact hours

8 contact hours Lecture
21 contact hours Seminar, Exercises or Practicals
135 contact hours Independent or External Form of Study
Course Content
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. The collective text analyses serve as the basis for the master classes with digital exposure and the analyses of a digital marketing industries by Student Expert Teams (SET). In that way the course consists of four main parts: text analysis lectures, SET case study panel debates, and master classes.
Course material
Digital course material (Required) : Digital Media Marketing, Reference list, Learning platform
Additional info
The lectures are divided in six modules related to strategic communication and marketing by digital media.
  • Introduction: Relevance and current issues 
  • Socio-economic perspective: Broader perspective on changing (digital) marketing industries and role of advertisers
  • Media channels and online platforms: Traditional and digital media in changing market structures (value network)
  • Marketing research: Data-driven and digital analytics and marketing automation (back-office)
  • Marketing communication: Multi-platform advertising agencies and media planners (front-office)
  • Consumer perspective: Changing consumer behaviour, empowerment and commodification
 
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.

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: 18 hours

  • introductory lesson: 2 hours
  • lecturing, discussing text and common analysis in class every other week: 12 hours (6 x 2 hour)
  • SET case study panel debate feedback lecturer: 2 hour
  • master class discussions lecturer: 2 hour (6 x 20 min)

Practical: 9 hours

  • student expert teams (SET): case study panel debate: 4 hours
  • master classes: 4 hours (6 x 40 min)
  • consulting, interaction with and feedback from lecturer: 1 hour

 

Self: 137 hours

  • student expert teams (SET): 42 hours
    • organising – with other students – as SET: 1 hour
    • selecting case study: 1 hour
    • systematically analyzing and evaluating case study, based on online search, literature review and expert interview: 28 hours
    • preparing and uploading portfolio and presentation of case study: 7 hours
  • preparation lesson and course material: 37 hours
    • keeping up with slides and course material during the semester: 8 hours
    • thorough reading of course texts (average 20 pages / text) and going through slides: 22 hours
    • search and analysing clarifying and related texts/information: 6 hours
    • preparing and uploading questions/statements for class, based on texts: 1 hour
  • preparation exam: 56 hours
    • preparation exam with texts, slides from lectures, Master Class slides and own notes: 40 hours
    • preparation exam question on linking and substantiating case study and stakeholder with at least 2 reader texts: 16 hours
Learning Outcomes

Algemene competenties

This course contributes to the following general learning results of the master in communication sciences:

  • Students show in-depth knowledge, understanding and insight within the field of communication sciences and in relation to the latest evolutions and discussions at both the national and international level regarding media, strategic communication and marketing.
  • Students demonstrate the ability to critically contextualise and evaluate current national and international developments and discussions, and are able to independently deepen insights related to complex problems on the basis of an original framework of analysis, thereby expanding the theoretical basis related to media, strategic communication and marketing.
  • Students show an open and constructive attitude whilst having respect for other views and beliefs.
  • Students are open to scientific doubt and societal pluralism. They demonstrate courage, ambition and perseverance in questioning both established insights and alternative points of view.
  • Students act upon an open attitude in a culturally diverse international context. They critically reflect on their own (geographical, social, cultural, local, personal, …) position.
  • Students demonstrate the skill to discuss and debate current societal and scientific topics and theoretical developments related to media, strategic communication and marketing. The students discuss issues on the basis of critical and substantiated reflections and research findings, open-mindedly and willing to acknowledge other arguments.
  • Students demonstrate entrepreneurial spirit, responsibility, communicative attitude, creativity and the ability to plan, coordinate, supervise and advise. The acquired skills enable the graduates to become independent, responsible, inquiring and reflective professionals.
  • Students are able to communicate their point of view in a clear and scientific-grounded argumentation to various target groups.

 

 

 

 

Grading

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:

  • Combination Exam Forms with a relative weight of 1 which comprises 100% of the final mark.

    Note: The general assessment is based on the knowledge of the course material, in combination with the understanding of and the ability to apply the acquired knowledge. For this the evaluation will be subdivided in three exam components: (1) participation, (2) Student Expert Team (SET) group assignment and (3) oral exam. The exam components (1) participation and (2) SET assignment cannot be taken up again in the second examination period. The results of these two exam components will be transferred to the second examination period.

Additional info regarding evaluation

Not applicable.

Allowed unsatisfactory mark
The supplementary Teaching and Examination Regulations of your faculty stipulate whether an allowed unsatisfactory mark for this programme unit is permitted.

Academic context

This offer is part of the following study plans:
Master of Communication Studies: Media, Strategic Communications & 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)