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.
Course description for study year 2024-2025
Course code
BDS110
Version
1
Credits (ECTS)
10
Semester tution start
Autumn
Number of semesters
1
Exam semester
Autumn
Language of instruction
English, Norwegian
Content
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.
Required prerequisite knowledge
Exam
| Form of assessment | Weight | Duration | Marks | Aid |
|---|---|---|---|---|
| Written exam | 1/1 | 4 Hours | Letter grades | None permitted |
