About ICS

The Institute of Communication Studies is a leading research organization in the field of journalism and media studies, public relations and corporate communications. Our mission is to contribute towards strengthening of Macedonian democracy by working with media, civil society and public institutions, educating a critical public that will ask for greater transparency and accountability through engagement in the policy creation process.


Digital Communications and Social Media (optional)

First Semester

5 weeks

7 ECTS credits

Research associate: Dr.Zhaneta Trajkoska; Slavica Biljarska MA

Subject description

What is the role and impact of the digital communications in the modern society? The subject offers a theoretical and practical basis for effective inclusion of the social media as part of the communication strategies (with the public). In this subject you will explore the transparency and creation of identities on the Internet, the effects of the digital communications on certain audiences, the conversations and inclusion of the stakeholders on the social media. You will also formulate and evaluate digital communication strategies.

What will you learn
  • You will be able to analyze the characteristics of the target audiences, use data analytics, manage stakeholders, create messages and select appropriate tactics and channels;
  • You will know how to create relevant content for high positioning in the Internet search engines;
  • You will improve your communication and content creation skills on the social media;
  • You will be able to design and implement digital communications strategies;


How will you improve

Study subject-by-subject, through individual learning and with teamwork in real-life situations, under the mentorship of renowned professors from Macedonia and abroad. If your commitments do not allow you to attend the regular classes, study in the virtual classroom of ICS at any time and from anywhere.


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Danielewicz-Betz, A. (2016). Communicating in Digital Age Corporations. London: Palgrave Macmillan.

Diaz-Ortiz, C. (2019). Social Media Success for Every Brand: The Five StoryBrand Pillars That Turn Posts Into Profits. HarperCollins Leadership.

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Quesenberry, K. (2019). Social media strategy : marketing, advertising, and public relations in the consumer revolution. Lanham: Rowman & Littlefield.