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: Robin Fichtner
- Enseignant·e: Nicole Giorgi
- Enseignant·e: Diana Ingenhoff
- Enseignant·e: Friederike Vinzenz