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Regular version of the site
2021/2022

New Media and Business Communications

Type: Minor
When: 3, 4 module
Instructors: Райтер Ксения Алексеевна, Конникова Ольга Анатольевна
Language: English
ECTS credits: 5
Contact hours: 60

Course Syllabus

Abstract

This course is designed to give an idea of the digital technologies role in business communications, effects, limitations and peculiarities of their use for interaction with different target audiences. The course requires knowledge of English. The goal of the course is to teach students the effective use of new media in business communications. The course discusses the core principals of successful media planning. Students will learn how to develop organizational strategies, manage content, create surveys in new media, generate web traffic to a new media source and analyze performance and target audience involvement. The course covers a wide range of media channels and business communication tools. In addition, for practical issues we will discuss the evaluation, visualization and presentation of new media planning.
Learning Objectives

Learning Objectives

  • understanding the whole picture of new media types and specifics of the new media language, meanings and messages
  • understanding core principles and features of content marketing
  • explaining sharing economy and its opportunities
  • evaluating and comparing performance of new media vs traditional ones
  • evaluating and comparing performance of new media vs traditional ones
  • practicing the use of new media for business purposes
Expected Learning Outcomes

Expected Learning Outcomes

  • evaluating and comparing performance of new media vs traditional ones;
  • explaining sharing economy and its opportunities;
  • practicing the use of new media for business purposes.
  • understanding core principles and features of content marketing;
  • understanding the whole picture of new media types and specifics of the new media language, meanings and messages;
Course Contents

Course Contents

  • Introduction to New Media
  • New Media in Business
  • Marketing research in digital sphere
  • Advertising Activities and OMNI
  • Social Media
  • Social Media Marketing
  • Content Marketing
  • Dealing with Social Media Networks
  • Blogging
  • Digital Cinema, Webinars and Podcasts
  • Web traffic and Web analytics
Assessment Elements

Assessment Elements

  • non-blocking Work in seminars
  • non-blocking Tests in lectures
  • non-blocking Analysis of relevant cases
  • non-blocking Final project
  • non-blocking Work in seminars
  • non-blocking Tests in lectures
  • non-blocking Analysis of relevant cases
  • non-blocking Final project
Interim Assessment

Interim Assessment

  • 2021/2022 4th module
    0.25 * Final project + 0.25 * Tests in lectures + 0.25 * Work in seminars + 0.25 * Analysis of relevant cases
Bibliography

Bibliography

Recommended Core Bibliography

  • Chaffey, D. (2015). Digital Marketing (Vol. 0006). [N.p.]: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419421
  • Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing (Vol. 5 edition). New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1496981

Recommended Additional Bibliography

  • Интернет-маркетинг: Учебник для бакалавров / Акулич М.В. - М.: Дашков и К, 2016. - 352 с.: 60x90 1/16 (Переплёт) ISBN 978-5-394-02474-0