Marketing & Communication Management FT
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Corporate Communications & PR

level of course unit

English version will be available soon

Learning outcomes of course unit

The students are able to link and strategically apply theoretical basic knowledge about the different steps of a successful, harmonized communication concept and corresponding communication instruments. Furthermore, they are able to create an integrated cross-media communication concept for corporate communication.

prerequisites and co-requisites

Modul KMG

course contents

In this course the students get an overview of the different disciplines of corporate communication. In particular, the new challenges facing traditional organizational structures through digital channels are addressed. Based on this, they learn to develop strategic communication processes and to present them analytically in a communication concept.

recommended or required reading

• Zerfaß, A., and Piwinger, M. (Hrsg.). (2014). Handbuch Unternehmenskommunikation: Strategie - Management – Wertschöpfung, Wiesbaden: Gabler.
• Bernays, E. (2011). Propaganda. Die Kunst der Public Relations. Orange Press.
• Kemming, J. D. and Rommerskirchen, J. (Hrsg.). (2019). Marken als politische Akteure. Wiesbaden: Springer Gabler.
• Eisenegger, M. (2005). Reputation in der Mediengesellschaft. Konstitution – Issues Monitoring – Issues Management, Wiesbaden: Springer Fachmedien.

assessment methods and criteria

Project work, final presentation and online tests

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Integrated course, group work, case studies, discussions, e-learning

semester/trimester when the course unit is delivered


name of lecturer(s)

will be available soon

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)