Digital Image, Communication and Crisis Management (SZF_161)
About Study Course
Objective
The study course is designed to provide knowledge and skills on the fundamental principles of digital identity and image building for both professional and personal purposes. During the course, practical knowledge and skills in digital identity and image building will be acquired, along with an understanding of the potential of digital channels and tools. Participants will learn how to use these tools productively to achieve their goals and enhance their digital communication skills. During the course, you will be able to learn the basic principles of crisis management in digital communication, learn how to effectively plan and implement crisis communication in various digital channels, how to identify potential crisis situations, how to react to them in order to reduce the negative impact on the brand or personal image, and how to prevent various reputational risks.
Prerequisites
Experience with social media platforms is desirable to use them for information gathering and practical task completion within the course. Experience with generative artificial intelligence (AI) solutions for text and image generation is also preferred, as the course includes tasks related to using generative AI to prepare content for social media platforms.
Learning outcomes
1.Recognises key concepts of digital communication and digital identity and lists the basic principles of social media use.
Identify and choose collaborative tactics with other content creators.
Identify and evaluate AI-generated content and analyse its use possibilities for achieving communication objectives.
Recognises key tools and methods for digital communication analysis and describes how they can be used.
1.Evaluates the effectiveness of the most popular digital content tools in different contexts.
1.Appropriate quantitative and qualitative analysis methods shall be selected and applied in the digital communication analysis process.
