Årsstudium i medier og kommunikasjon Programplan

Årstudiet i medier og kommunikasjon er et flerfaglig studium som omfatter teoretiske, analytiske og praktisk-estetiske tilnærmingsmåter til emnet medier og kommunikasjon. Studiet gir en allmenn innføring i kulturelle, sosiale og politiske aspekter ved mediene, der det legges vekt på at studentene tilegner seg kunnskaper om og evne til refleksjon over ulike mediers egenart, bruk og samfunnsbetydning. Videre skal studentene utvikle kompetanse i å skape, presentere og formidle et budskap med ulike kombinasjoner av tekst-, lyd- og bildemedier. Studiet bygger på både humanistiske og samfunnsvitenskapelige tilnærmingsmåter.

Årsstudiet i medier og kommunikasjon (60 studiepoeng) gir som selvstendig enhet ingen grad, men kan inngå i en bachelorgrad i medier og kommunikasjon, medievitenskap eller lignende. Ved opptak til bachelorstudiet i medier og kommunikasjon, kan emnene fra årsstudiet godskrives.

Årsstudiet i medier og kommunikasjon retter seg mot

• søkere som ønsker et utgangspunkt for ulike typer medierelevant arbeid i offentlig og privat sektor, eller videre studier
• allmenn- og grunnskolelærerstudenter som ønsker medier og kommunikasjon som skolerelevant fag

None

After completing the course, the student should have the following overall learning outcomes defined in terms of knowledge, skills and general competence:

Knowledge

The student has

• insight into theoretical knowledge associated with marketing and branding studies
• acquired an ability to critically evaluate relevant academic literature on current branding and marketing trends and strategies across a range of diverse organisations, both in the public and private sector, as well as nationally and internationally
• an understanding of how related theories and strategies affect individuals and communities within and between societies

Skills

The student is able to

• locate and identify relevant material in the media and communication field
• analyse and apply relevant material across a range of examples to assess the effectiveness of the adopted branding and marketing strategies
• independently access necessary literature and available tools to conceptualise and outline analternative or improved branding or marketing strategy based on the needs of the organizationand intended group in society.

General competence

The student can

• understand and assess the strengths and limitations of select brands and campaigns incontemporary society
• conceptualise and outline possible strategies that could be adopted to create, develop, and maintain a brand and/or campaign
• use and evaluate their own strategies and findings to demonstrate the applicability, credibility and potential impact of a suggested campaign in a specific context

The following coursework requirements must have been approved in order for the student to take the exam:

Coursework 1: Analysis of chosen brand/campaign/organisation (max. 3000 words)

The purpose of this task is to identify a brand/campaign/organisation that will be the student’s focus for this course, and to evaluate the current branding/marketing strategies using relevant academic literature and market-research tools.

Coursework 2: Mood Board

The purpose of this task is to create a single slide visual presentation that captures the essence of the selected brand/campaign/organisation to inspire and inform ‘my own campaign’. Instructions provided in class.

Coursework 3: Class presentation of ‘My Own Campaign’ (5-10 minutes)

The purpose of this task is to outline ‘my own campaign’ for the chosen brand/campaign/organisation and receive feedback from peers on how the strategy may be developed.

Instructions, templates and deadlines are provided to the students during the course. Students may complete these activities as individuals or pairs (groups of 2). Students are expected to provide their peers with constructive feedback during the presentation process.

All required coursework must be completed and approved by the given deadline in order for the student to take the exam. If one or more coursework requirements have not been approved, the student will be given one opportunity to submit an improved version by the given deadline.

Note that all classes in this course are compulsory. The minimum attendance requirement is 80%. If a student's absence exceeds 20%, they must submit an alternative coursework requirement. If a student's absence exceeds 25%, they lose the right to take the exam. The reason why attendance is compulsory is that the student will in this way acquire the competences necessary to meet the objectives of the course that cannot be acquired by only reading the syllabus and/or taking the exam.

The exam in the course is a portfolio with two parts. It is possible to submit the portfolio as an individual or as a group of 2:

1. A course paper on ‘My Own Campaign’ based on the template and instructions received in the course (max. 3000 words for individual work and max. 5000 for work in pairs). Font and font size: Arial / Calibri 11 points. Line spacing: 1.5. Referencing style: APA.

2. A ‘mock-up’ or model of a media or communication output for ‘My Own Campaign’. This can be a maximum of: 1 advert image with text; OR 1 video of 30s; OR a 3 minute podcast; OR a 30s radio clip; OR a one page design of product packaging.

Students awarded a fail grade are given one opportunity to submit an improved version of the assignment/portfolio for assessment.It is possible to submit the exam in English or Norwegian.

All aids are permitted, as long as the rules for source referencing are complied with.

The exam papers are assessed by one internal and one external examiner. At least 25% of the exam papers will be assessed by two examiners. The grades awarded for the papers assessed by two examiners form the basis for determining the level for all the exam papers.