Marketing & Communication Management PT
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Corporate Communications & PR

level of course unit

Consolidation

Learning outcomes of course unit

Students acquire a basic theoretical knowledge of the different steps of successful, harmonized corporate communication and can use communication instruments in a networked and strategic way. In addition, they are familiar with the conception of communication processes and know the requirements of modern, integrated, digital corporate communication, both internally and externally.

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 of traditional organizational structures through digital channels. Based on this, the students learn that consistent communication requires an integrated and harmonized approach in all areas of the company. The strategic conception of corporate communication processes becomes the focus of attention.

recommended or required reading

•Zerfaß, A., and Piwinger, M. (Hrsg.). (2014). Handbuch Unternehmenskommunikation: Strategie - Management – Wertschöpfung, Wiesbaden: Gabler.
•Bruhn, M. (2014). Integrierte Unternehmens- und Markenkommunikation: Strategische Planung und operative Umsetzung, 6. Auflage, Stuttgart: Schäffer-Poeschel.

assessment methods and criteria

Project work, final presentation, exam and/or online test

language of instruction

German

number of ECTS credits allocated

4

eLearning quota in percent

50

course-hours-per-week (chw)

2

planned learning activities and teaching methods

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

semester/trimester when the course unit is delivered

5

name of lecturer(s)

Prof. (FH) Dr. Peter Schneckenleitner

course unit code

ANK3

type of course unit

integrated lecture

work placement(s)

none