Seminar Strategic Digital Communication [SA 22]

With digitisation, companies face new challenges and opportunities related to new forms of organisation, communication and content creation. This course provides students with the conceptual tools to think about how a company can prepare to respond to this new communication landscape. 

The seminar will address the following three macro themes:

1. Emerging forms of organisation, audiences and social media: How is digitalisation enabling new forms of organisation (e.g. #boycotts)? How does this affect misinformation for businesses?
2. The formation of legitimacy and reputation in digital sphere: How do audiences use social media to express their social evaluations of organizations (e.g. reputation, legitimacy)?
3. Digitisation and its influence on business and society: How are audiences and companies using new media to communicate their social engagement? What is the role of Artificial Intelligent agents in today's digital landscape?