• Feddersen Alexandra

• Feddersen Alexandra

The era of digitalization brings a diversification of communication channels and an increase in available (big) data. This course is designed to give students the tools to understand how to use data in communication and to analyze it empirically. It consists of two parts. In the theoretical part, we will discuss theories of actors’ communication strategies on social media. Students are asked to participate actively in class and to come to class having read the mandatory readings. The second part will be an applied workshop, where students will learn to collect and handle data. Students will learn to apply their new knowledge and skills in a small project evaluating a real business's communication strategies.

More info: https://moodle.unifr.ch/course/view.php?id=243061 (free access)

By the end of the course students will be able to

- understand actors’ communication strategies on social media through different theoretical approaches;

- critically assess the advantages and pitfalls of communication on social media;

- use software to download and analyse social media data; and

- apply these analyses to help actors develop communication strategies on social media

Students will be graded based on an exercise of their choice (30% of the final grade) and a take-home exam (70% of the final grade).

Students who do not reach a minimum attendance of 70% of sessions will be asked to do an additional graded exercise.

Exam duration: 90 minutes

Re-take exam only

Final grade average: 30% exercise, 70% re-take exam