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

Facts

Course code

BDS110

Version

1

Credits (ECTS)

10

Semester tution start

Autumn

Number of semesters

1

Exam semester

Autumn

Language of instruction

English, Norwegian

Offered by
Time table

View course schedule

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.

Required prerequisite knowledge

None

Exam

Form of assessment Weight Duration Marks Aid
Written exam 1/1 4 Hours Letter grades None permitted

Coursework requirements

Compusory assignment
A mandatory group home assignment with a presentation must be passed in order to be admitted to take the final exam.

Course teacher(s)

Course coordinator:

Sigbjørn Barlaup Pedersen

Course teacher:

Tone Therese Linge

Course coordinator:

Tone Therese Linge

Method 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.

Open for

Digital Service Management - Bachelor's Degree Programme Hotel Management - Bachelor's Degree Programme Tourism Management - Bachelor's Degree Programme

Course assessment

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.

Literature

The syllabus can be found in Leganto