Official Description

4.5 Continuing Education Units (CEUs)

Aligning digital communications with organizational strategies. Development and implementation of digital communication plans. Employee engagement, internal branding, policies and best practices in the use of social media in organizations. The use of social media tools for employee recruitment, handling information leaks, reputation and crisis management. Integration of traditional and social media relations.


Supplementary Information

30 hours of classroom instruction plus approx.15 hours of course readings and assignments.

It is strongly recommended to take Current Trends in Digital Communication course prior to this course.

Topics Covered

  • Digital communications and organizational strategy: alignment and support
  • Policies on the use of social media in organizations – trends, legal issues, and best practices
  • Social media and employee recruitment
  • The roles of employees, managers, and other internal figures as ambassadors, creators of corporate culture, and sources of information
  • The use of digital media in pro-active communications such as during restructuring, mergers, or acquisitions
  • Leaks of confidential and proprietary information over the Internet – cases in causes, prevention, and management
  • Issue tracking and reputation management using on-line tools
  • Online crisis communications and management – pro-active intervention and damage control
  • The evolving interaction and mutual influence of social and traditional public information media
  • Development and evaluation of digital media communication plans

Learning Outcomes

The course is designed to enable you to:

  • Develop and implement digital communication plans that align with business strategies
  • Apply the latest online methods for employee recruitment and staff engagement
  • Handle information leaks and crises
  • Integrate traditional and social media relations on behalf of an enterprise

Prerequisite(s) and Corequisite(s)


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