418621 VU Social Media & Online Communication; in News, Marketing and PR
winter semester 2023/2024 | Last update: 10.10.2023 | Place course on memo listAfter completing this module, students understand the basics of social media and online communication. They are able to deal with questions of public affairs and strategic communication and have practical media skills for using online platforms and online instruments for communication with different target groups and organisations.
Imparting of knowledge about the basics of social media and online communication, selected methods of online communication and logics of "user generated content".
Students are gaining practical insights into the digital communication of SOS Children's Villages: How does an international NGO succeed in activating different target groups in the best possible way based on the challenges of the attention economy? We will discuss how sustainable strategies can help to achieve digital communication and sales goals, how to develop a tailored combination of information and emotion and when communication in online channels is reaching its limits. Additionally a deep dive session on digital video production and video campaigns will provide helpful learnings from a practical point of view.
- Positioning of SOS Children's Villages through digital communication
- Activation of target groups through digital campaigns (focus on social media)
- Practical focus: digital video communication
- Knowledge transfer based on real communication examples
- Direct application of learned skills in tasks relevant to practice
- Group work
- Individual, written assessments
- Practical exercises in small groups
- Individual & group presentations
Freberg, K. (2021); Social Media for Strategic Communication: Creative Strategies and Research-Based Applications
Kotler, P. (2021); Marketing 5.0: Technology for Humanity
"Active master's programme"
The minor “Media Practice” covering 30 ECTS-Credits can be selected by degree students of Master’s programmes at the University of Innsbruck, providing the relevant curriculum allows for the option to pass a minor.
- Minors (Complementary Subject Area)
- Interdisciplinary and additional courses
- SDG 4 - Quality education: Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.
- SDG 8 - Decent work and economic growth: Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all.
- SDG 12 - Responsible consumption and production: Ensure sustainable consumption and production patterns.
- SDG 16 - Peace, justice and strong institutions: Promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective, accountable and inclusive institutions at all levels.
- SDG 17 - Partnerships for the goals: Strengthen the means of implementation and revitalize the global partnership for sustainable development.
Group 0
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Date | Time | Location | ||
Sat 2023-12-16
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15.00 - 21.45 | Seminarraum EG004 (Grauer Bär) Seminarraum EG004 (Grauer Bär) | ||
Thu 2024-01-18
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08.00 - 16.30 | 60408 SR 60408 SR | Barrier-free | |
Sat 2024-01-20
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13.15 - 20.00 | Seminarraum EG004 (Grauer Bär) Seminarraum EG004 (Grauer Bär) | ||
Thu 2024-01-25
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08.00 - 13.00 | eLecture - online eLecture - online |