STRATEGIC COMMUNICATION

Course Description

In this course, students are introduced to communication controlling as a key concept in Strategic Public Relations and strategic communication. After the course, the Ph.D. Students shall be acquainted with the theoretical framework for communication controlling as well as its practical implementation. Special attention is paid to the alignment of strategy and controlling. Students will be equipped with an in-depth understanding of applied social research as a means of evaluating strategic communication programs, knowledge on how social research contributes to strategic communication planning as well as strategic communication evaluation, an in-depth understanding of established methods and tools of communication controlling, i.e. systematic, integrated, both formative continuous and summative evaluation against the backdrop of communication strategy and the ability to systematically derive a communication strategy from an organizational strategy or business strategy.

STRATEGIC COMMUNICATION

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 1. The explanation and evolution of strategic communication as a new dicipline should be known.
2. 02 2. The role and importance of strategic communication in integrated marketing communication mix should be explained.
3. 03 3. The relationships of strategic communication with marketing, advertising, public relations and political communication shoud be explained.
4. 04 4. The relationship between strategic management with strategic communication should be understood.

Course Syllabus

Reference Books & Course Materials

1. 01 Paul A. Argenti (2023). Corporate Communication. Published by McGraw Hill LLC, 1325 Avenue of the Americas, New York, NY 10019.
2. 02 Kirk Hallahan,Derina Holzhausen,(2007), "Defining Startegic Communication", International Journal of Strategic Communication, (1).
3. 03 Arens,Weigold, Arens (2011), Contemporary Advertising,13th.e.,McGrawwHill.
4. 04 Brian McNair (2011), An Introduction to Political Communication, 5th.e., Routledge.

Learning Outcomes

1. L01 1. The explanation and evolution of strategic communication as a new dicipline should be known.
2. L02 2. The role and importance of strategic communication in integrated marketing communication mix should be explained.
3. L03 3. The relationships of strategic communication with marketing, advertising, public relations and political communication shoud be explained.
4. L04 4. The relationship between strategic management with strategic communication should be understood.

Program Outcomes

1. P01 PO1 Become competent in searching and comprehending the relevant academic articles, interpreting the information learnt or obtained via various channels and absorbing exceptional knowledge in their field.
2. P02 PO2 Devoted themselves to be a qualified researcher and knowledge worker in their field all throughout their life and career.
3. P03 PO3 Demonstrated that they developed their individual capabilities through written projects, assignments and presentations that they will independently implement both in academia and work contexts.
4. P04 PO4 Gained key practical skills and knowledge which need to be implemented in their own research and business work environment.
5. P05 PO5 Been able to implement critical and analytical thinking and analyses into their studies, research and work.
6. P06 PO6 Become proficient in adopting the gained knowledge into practice and research in a critical, and analytical way.
7. P07 PO7 Become experts in using information technology tools for their studies, research and workplace in an ethical and safely environment by sharing and transferring their knowledge.
8. P08 PO8 Succeeded in working, researching and forming partnerships with their colleagues/team members in a global environment.
9. P09 PO9 Proved themselves capable of disseminating and sharing knowledge, sustainingly communicating with others, in any global workplace or research setting.
10. P10 PO10 Become capable of interpreting and transferring their qualified knowledge into practice and research.
11. P11 PO11 Dedicated themselves to applying advanced academic studies and enrolled themselves in work or non-work projects related to environmental approaches and ethical issues.

Po-Lo Matrix