Digital communication in service organizations (BDS110)
Digitalization has fundamentally transformed the landscape of organizational communication. Digital communication channels have become essential tools for creating engaging customer experiences and driving business growth. This development has not only affected how organizations communicate with customers and the external environment, but has also changed internal communication within organizations.
New and innovative communication technologies, better access to information, and increased opportunities to engage both internal and external stakeholders through social media open up a wide range of communication possibilities for service organizations. Customers and consumers now communicate directly with organizations and share their experiences with others about the services offered by organizations, through digital platforms such as social media, online communities and forums, messaging apps, mobile applications, blogs, and video platforms.
Strategic use of these channels is therefore crucial for improving both end-user experience and employee satisfaction. Additionally, digital channels, integrated as part of service innovation—such as self-service solutions and automated services—can contribute to increased satisfaction for both customers and employees.
Course description for study year 2025-2026. Please note that changes may occur.
Course code
BDS110
Version
1
Credits (ECTS)
10
Semester tution start
Autumn
Number of semesters
1
Exam semester
Autumn
Language of instruction
English, Norwegian
Content
In this course, students will be introduced to key theories in organizational communication and digital communication. The aim is to provide students with analytical concepts and tools that enable them to understand, lead, and critically reflect on the role of digital media in communication and relationships with customers, employees, and other relevant stakeholders.
The course covers several important topics, including:
- The use of digital communication platforms, technology, and artificial intelligence (AI)
- Stakeholder management in a digital context
- The use of social media to build and maintain organizational identity, customer engagement, and reputation
- The role of digital communication in crisis and change management
- Cross-cultural communication in digital contexts
- Ethical considerations in digital communication, including privacy, data security, and responsible content sharing
Students will learn how to plan and implement a digital communication strategy to build and maintain customer loyalty, as well as enhance user experience and service quality. This also includes insight into digital change processes and how digital communication solutions can be integrated into an organization’s policies and strategies.
Learning outcome
Knowledge
The candidates will have knowledge about
- Communication as an integrated part of digital service management.
- Basic principles and models of internal and external digital organizational communication.
- Stakeholder relations and digital communication.
- Digital communication solutions as an integrated part of organizational policies and strategies.
- The role of digital media in relation to technological practices, change processes, power, and dialogue in organizations.
- How to address new challenges in organizational communication that arise as part of the digital transformation in society and business.
Skills
The candidates will be able to
- Recognize central principles of planning and implementing effective internal and external digital communication in an organization and with customers and apply these to communicate more effectively in a service and organizational context.
- Plan and implement a digital corporate communication strategy to build and maintain customer loyalty and contribute to improved user experience and service quality.
- Evaluate the effectiveness of digital and traditional communication strategies.
- Apply analytical and conceptual tools in order to manage and critically reflect over the role of digital media in communication, dialogue and relations with internal and external stakeholders.
- Apply knowledge of transformation processes to plan and implement digital change processes within organizations.
General competences
The candidates will be able to
- Reflect about ethical perspectives related to digital communication in a service organization.
- Reflect about and apply digital communication as a success factor of an excellent customer experience.
- Apply course theories and perspectives in new areas and situations related to digital communication and dialogue with employees, customers, and other stakeholders.
- Communicate and engage in discourses about research-based theories and analyses of digital communication and stakeholder relations.
Required prerequisite knowledge
Exam
| Form of assessment | Weight | Duration | Marks | Aid |
|---|---|---|---|---|
| Written exam | 1/1 | 4 Hours | Letter grades | None permitted |
Coursework requirements
Two mandatory assignments must be completed to gain access to the exam in this course:
- A written group assignment completed in a group
- An oral group presentation conducted during class