Teacher(s)
Language
French
Content
Digitalization affects every aspect of communication: audience relations, content production, analysis, and strategic management.
This course aims to:
introduce students to the various challenges posed by this digital transformation in the fields of corporate communication and reputation management, crisis communication, marketing communication, and internal communication.
For each of these areas, the course seeks to equip students with the analytical and strategic skills needed to make decisions regarding:
the choice of communication channels and tools (social media, websites, collaborative tools)
content production (content management involving generative AI tools)
the setup, launch, and evaluation of communication initiatives across various platforms
audience relationship management (community management)
Finally, the course aims to raise awareness of the ethical, legal, and societal issues associated with the rapid evolution of digitalization (datafication, automation, AI).
This course aims to:
introduce students to the various challenges posed by this digital transformation in the fields of corporate communication and reputation management, crisis communication, marketing communication, and internal communication.
For each of these areas, the course seeks to equip students with the analytical and strategic skills needed to make decisions regarding:
the choice of communication channels and tools (social media, websites, collaborative tools)
content production (content management involving generative AI tools)
the setup, launch, and evaluation of communication initiatives across various platforms
audience relationship management (community management)
Finally, the course aims to raise awareness of the ethical, legal, and societal issues associated with the rapid evolution of digitalization (datafication, automation, AI).
Teaching methods
The course will combine lectures, case studies, and expert testimonies.
Evaluation methods
The assessment will be based on a group project involving a diagnosis and recommendations for digitalization, focusing on a company selected from a list provided by the instructor.
Other information
Link to other course units: strategy and communication strategies
Online resources
The resources will be made available on Moodle.
Faculty or entity
