6 ECTS credits
168 h study time

Offer 1 with catalog number 1021467CNR for all students in the 2nd semester at a (C) Bachelor - specialised level.

Semester
2nd semester
Enrollment based on exam contract
Impossible
Grading method
Grading (scale from 0 to 20)
Can retake in second session
Yes
Enrollment Requirements
Students who want to enroll for this course, must have passed for ’Introduction to Communication Studies' and must have obtained at least 90 ECTS-credits on bachelor level. Students Business Economics who want to enroll for this course must have obtained at least 90 ECTS-credits on bachelor lev.el and must have passed for 'Marketing'. Students in a master programme can register for this course.
Taught in
English
Partnership Agreement
Under interuniversity agreement for degree program
Faculty
Faculty of Social Sciences & SolvayBusinessSchool
Department
Communication Sciences
External partners
Universiteit Gent
Educational team
Wendy Van Den Broeck (course titular)
Ibe Delvaux
Activities and contact hours

39 contact hours Lecture
129 contact hours Independent or External Form of Study
Course Content

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 (e.g. Google analytics)

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 they will have to write on a specific topic.
Course material
Digital course material (Required) : The course material will consist of powerpoint slides and selected book chapters and articles, Canvas
Handbook (Required) : Social Media Marketing, Tuten, T. and Solomon, M., 3de druk, London, Sage., 9781529731989, 2021
Additional 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
  • 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: 39 hours
    • class lectures + class exercises: 13 x 3 hours
  • SELF: 129 hours
    • preparation of classes (1h/week): 13 hours
    • exam preparation: 36 hours
    • group paper: 80 hours       
Learning Outcomes

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

Grading

The final grade is composed based on the following categories:
Oral Exam determines 60% of the final mark.
Other Exam determines 40% of the final mark.

Within the Oral Exam category, the following assignments need to be completed:

  • Oral exam with a relative weight of 60 which comprises 60% of the final mark.

Within the Other Exam category, the following assignments need to be completed:

  • Group Assignment with a relative weight of 40 which comprises 40% of the final mark.

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:
Bachelor of Communication Studies: Standaard traject (only offered in Dutch)
Bachelor of Social Sciences: Communication Studies
Bachelor of Business Economics: International Business
Master of Educational Sciences: Standaard traject