HFMB10072U FM, Digital Strategic Communication Elective

Volume 2019/2020

BA in Film and Media Studies, Elective Studies, Curriculum 2019



This module is targeted at students who aim at employment as communications officer in an NGO, a private company or a public-sector organization. It consists of an introduction to organizational analysis, which forms the basis for the preparation of a communication plan. The plan may, for instance, take its point of departure in theory on social innovation, branding, co-creation, change communication, marketing or public relations/public affairs. During the entire process the students work with specific analyzes, which finally are summarised in a portfolio.

Learning Outcome

At the examination, the student is able to demonstrate:

Knowledge and understanding of: 

strategic planning 

organisational analysis 

design of communication campaigns 

Cross-media communications.

Skills to: 

design communication campaigns and other strategic communication activities 

design and convey digital strategic communication strategies 

describe and analyse organisational strategies, and the internal and external factors that affect them.

Competencies to: 

use and evaluate forms of analysis, methods, and theories suitable for communication strategies 

devise relevant communication initiatives to address a specific problem identified in the strategic analysis 

prepare and deliver a convincing oral presentation 

plan an appropriate method for evaluating and following up on initiatives.

The syllabus consists of 700 standard pages of course literature set by the lecturer and 300-500 standard pages chosen by the students and relevant to the topic chosen by them for the exam. The students’ syllabuses do not have to be approved in advance by the lecturer.

Class teaching with discussion, presentations and group work.
Students from Communication and IT cannot follow this module.
  • Category
  • Hours
  • Class Instruction
  • 84
  • Course Preparation
  • 325,5
  • Total
  • 409,5
Type of assessment
Oral examination
Elements of the material for the oral exam are prepared during the teaching,
 presentation of a selected case study
 analysis of the selected case study, including identification of problems that can be addressed with a specific communication initiative.
 planning for delivery and evaluation of and follow-up on the communication initiative.
Exam registration requirements

See Curriculum:


Marking scale
7-point grading scale
Censorship form
No external censorship

See Curriculum:


Criteria for exam assesment