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DCO521S - DIGITAL COMMUNICATION - 1ST OPP - NOV 2024 |
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r
I
nAm I BI A u n IVE RS ITV
OF SCIEn CE Ano TECHn
FACULTYOF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF COMMUNICATION AND LANGUAGES
QUALIFICATION : BACHELOR OF COMMUNICATION
QUALIFICATION CODE: DCO521S
COURSECODE: 07BACO
LEVEL: 6
COURSE NAME: DIGITAL COMMUNICATION
SESSION:
NOV 2024
PAPER:
THEORY
DURATION: 3 HOURS
MARKS:
100
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S} Mr. Lot Ndamanomhata
MODERATOR: Dr. Hugh Ellis
INSTRUCTIONS
1. Answer ALL the questions.
2. Write clearly and neatly.
3. Number the answers clearly.
PERMISSIBLEMATERIALS
1. Examination paper
2. Examination script
THIS QUESTION PAPER CONSISTS OF_ 4_ PAGES (Including this front page)
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Section A: Definitions and Theoretical Concepts (20 Marks)
Question 1 (5 Marks) Define the following terms in the context of digital
communication and explain their relevance:
a) Web 4.0
b) Internet Architecture
c) Social Media Algorithms
d) Content Management System (CMS)
e) Governance of the Internet
Question 2 (5 Marks)
Discuss the evolution of digital content creation from Web 1.0 to Web 4.0, focusing
on how the roles of users have changed over time. You may provide examples from
Namibian online platforms such as The Namibian newspaper website or NUST
Website
Question 3 (10 Marks)
Explain the role of social media platforms in modern communication strategies. What
are the key benefits and challenges that organizations face when integrating social
media into their communication efforts? Use examples from Namibian companies
like, MTC Namibia, or FNB Namibia.
Section B: Digital Trends and Practical Applications (30 Marks)
Question 4 (10 Marks)
Develop a digital communication strategy for a small Namibian business launching
its first e-commerce website (for example, a local fashion store or craft business).
Consider the use of social media (WhatsApp, lnstagram), email marketing, content
development, and Search Engine Optimization (SEO).
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Question 5 (10 Marks)
Artificial Intelligence (Al) is transforming digital marketing. Provide examples of how
Al-driven tools (e.g., chatbots on Namibian websites like Namibia Breweries or
Shoprite Namibia) are being used to enhance customer engagement and
personalize content. Discuss the potential risks associated with Al in digital
communication.
Question 6 (10 Marks)
The rise of video content as a dominant form of digital communication has influenced
trends in content creation. How can Namibian organizations, such as
Communications Regulatory Authority of Namibia (CRAN) or NamPost, effectively
integrate video into their digital marketing strategies? What are the key factors for
success, considering the local digital infrastructure and audience preferences?
Section C: Critical Thinking and Ethics (30 Marks)
Question 7 (10 Marks)
The evolution of Web 5.0 anticipates a web that understands emotions and offers
immersive experiences. Discuss the potential ethical implications of a web that
interacts with users on an emotional level. How can Namibian organizations use this
technology responsibly, ensuring it aligns with ethical norms in Namibia?
Question 8 (10 Marks)
Social networking platforms face increasing pressure to combat misinformation and
harmful content. How should platforms such as Facebook and Formerly Twitter now
known as X balance freedom of speech with content moderation in Namibia? What
ethical frameworks can guide decision-making in this area, especially considering
Namibia's legal environment on free speech?
Question 9 (10 Marks)
Discuss the ethical responsibilities of digital communication professionals when
managing user data. What measures should be taken to ensure data privacy and
security in an increasingly connected Namibia, considering laws like the Namibian
Data Protection Act?
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Section D Case Study Analysis (20 Marks)
Question 10: Case Study (20 Marks)
Case Study: A large Namibian bank faces backlash after a major data breach that
compromised thousands of customers' personal information. The bank has been
criticized for its inadequate security measures and slow response to the crisis.
Part A: Analyze the key mistakes the bank made in terms of digital communication
and crisis management. (10 Marks)
Part B: Propose a step-by-step plan to rebuild the bank's reputation, focusing on
digital communication strategies, transparency, and restoring trust with its
customers. (10 Marks)
END OF QUESTION PAPER
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