Students are asked to plan and develop a digital viral campaign, preferably for a real organization. The campaign is then pitched to the organization. The end product is a digital viral campaign plan, including a justification document for the campaign.
The module provides an introduction to the field of marketing communication and social media. It covers the increasingly wide range of tools and platforms used in this field. Facebook, WhatsApp, Snapchat, Twitter, Instagram, Spotify, SoundCloud and YouTube are all platforms that cannot be ignored when designing a marketing communication strategy. In this module, students will develop a digital viral campaign for an upcoming festival. As input for the online campaign plan, students will explore and evaluate an existing viral campaign for a similar festival. Students design and pitch a viral campaign plan for the organization based on a strategic analysis of theories, context, the social media use of target groups, and an existing online campaign for a similar (rival) festival.
This module includes four components:
- (1.1) Project: Digital Viral Campaign Planning
- (1.1) Theory: Marketing Communication and Social Media
- (1.1) Research Methodology: Research Methodology and Descriptive Statistics
- (1.1) Academic and Professional Skills: Academic Writing and Presenting
1.1 P: Digital Viral Campaign Planning
Students will develop a digital viral campaign plan for an upcoming festival that involves marketing communication planning and the use of social media platforms. Students will work in project teams and will be introduced to project management. As part of the project, students will learn some of the latest techniques for digital marketing communication and digital analytics (e.g. search engines and social media analytics). As input for the digital viral campaign plan, students will explore and evaluate an existing viral buzz for a similar (rival) festival.
T: Marketing Communication & Social Media
This module component develops the students’ knowledge and understanding of the use of social media in digital marketing communication. It covers theories of marketing communication and social media. Theories and concepts relating to strategic marketing communication and social media theories will be discussed during the meetings. The aim is to apply and compare theories and concepts as input for the viral campaign planning. Relevant themes include consumer-driven marketing communication, consumer analysis, information processing and consumer decision making. Social media theories include communication models (e.g., linear model of communication, influencer models, and interactional models of communication), relational and network approaches to communication, and the processes of adoption and diffusion in relation to marketing communication.
1.1 R: Research Methodology & Descriptive Statistics
In this module component, the role of research in testing theories in the context of the empirical cycle and the design cycle is discussed. Students learn which steps to take when planning a research study - e.g., specifying the research questions, selecting the research design, measurement instruments and sampling strategy - and in which order. The concepts of reliability and validity play an important role. Students are introduced to several commonly used experimental, quasi-experimental, and correlational research designs. Both qualitative and quantitative research strategies are discussed. In addition, an introduction to data visualization and descriptive statistics is given. Students practise using the statistical software package SPSS.
S: Academic Writing and Presenting 1
This module component introduces academic and professional skills for (marketing) communication professionals. The students will be introduced to academic skills such as searching, reading and reflecting on academic literature. These academic and professional skills include an introduction to searching for information, academic writing, and presenting (i.e., pitching a viral campaign plan).