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, exam

language of instruction

German

number of ECTS credits allocated

6

eLearning quota in percent

15

course-hours-per-week (chw)

3

planned learning activities and teaching methods

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

semester/trimester when the course unit is delivered

3

name of lecturer(s)

will be available soon

course unit code

ANK1

type of course unit

integrated lecture

work placement(s)

none