Corporations are under constant public surveillance by their
stakeholders. As the power of stakeholders increases through social media,
business communication is challenged more than ever to establish a favorable
image and reputation. Moreover, online media provide business communication
with new opportunities to initiate dialogue with stakeholders, to manage public
issues and to establish brands in the global environment.
This lecture gives
students a comprehensive overview of business communication, its objectives,
strategies and practices in the digital age. Considering basic theories on
business strategy, corporate identity, public relations (PR) and reputation
management, students will improve their abilities to analyze, organize, and
critically think about corporate communication in research and in practice.
Various areas of business communication like issues management, crisis
communication, social media and campaign communication are covered. Methods used
in communication controlling and evaluation are introduced. The discussion of
recent challenges in business ethics, corporate responsibility and
international PR provides students with up-to-date expertise in the field.
Guest lecturers from international corporations will give profound practical
insights. Additionally, each topic will be illustrated by case studies enabling
students to compose and evaluate communication strategies and practices.
- Enseignant·e: Jérôme Chariatte
- Enseignant·e: Diana Ingenhoff
- Enseignant·e: Sarah Marschlich