COMM822 Изследване на комуникациите в новите медии
Анотация:
This course presents a study of the conceptual aspects of new media. The traditional media and the new media comprise different characteristics. Key concepts like interactivity, functionality and usability are part of the new media today. You will find out why the Internet is an important communication channel and how to use it with your clients and partners.
Преподавател(и):
доц. Стойко Петков д-р
Описание на курса:
Компетенции:
Aim
The course will provide knowledge about the role of the new media, their functions and best practices as a communication channel for the international communications purposes.
SKILLS
After completing successfully this course the students will:
1) know:
- The main differences in the successful online and offline communication approaches
- How to conduct effective e-marketing strategy
- Which are the key online channels in the process of attracting new clients and keeping them.
2) are capable of:
- Work with information and communication technology in an effective way
- Use the Internet for research and information location
- Understand the matter and the meaning of the global online communication
- Create concepts for online media content
Предварителни изисквания:
Knowledge in the field of New Media
Форми на провеждане:
Редовен
Учебни форми:
Лекция
Език, на който се води курса:
Английски
Теми, които се разглеждат в курса:
- The marketing mix of 21st century
- How the World Wide Web changes the rules for marketing and PR
- Media revolution and user control
- Social media and social networks
- How to provide feedback and effective communication with the audience
- Web-based communication - direct access to consumers
- Online metrics - shift from impression to influence
- The advertising forms in Internet
- Viral Marketing and Advertising
- Management of "friends" and "followers" in social networks
- How to build our community of users
- The use of podcast in business communications
- The interplay between online and offline communications
- Marketing through search engines
- Netiquette and intellectual property rights
Литература по темите:
Compulsory:
1. Christopher Vollmer & Geoffrey Precourt. (2008) Always On: Advertising, Marketing, and Media in an Era of Consumer Control
2. David Meerman Scott (2008)The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
Recommended:
1. Philip N. Howard (2006) New Media Campaigns and the Managed Citizen
2. Noah Wardrip-Fruin & Nick Montfort (Eds.) (2003). The New Media Reader
3. Giddings, Seth (2009). The New Media and Techno cultures Reader
4. Naomi S. Baron(2008) Always On: Language in an Online and Mobile World
5. Larry Weber. (2007). Marketing to the Social Web: How Digital Customer Communities Build Your Business
6. Kelly Mooney & Nita Rollins (2008), The Open Brand: When Push Comes to Pull in a Web-Made World,
7. Shel Holtz & Neville Hobson (2007). How to Do Everything with Podcasting
Средства за оценяване:
WRITTEN ASINGMENT, PRACTICAL ASSIGNMENT, PARTICIPATION IN SEMINAR