STRATEGIC COMMUNICATION
- Course
- COMM615 - STRATEGIC COMMUNICATION
- Department
- Communication and Media Studies - English - PhD
- Course Type
- Course
- Status
- Required
- Language
- English
- Credit
- 3
- ECTS
- 10
- T+P+L
- 3 + 0 + 0
- Course Coordinator(s)
- -
- Prerequisite
- -
- Keywords
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
- 01 1. The explanation and evolution of strategic communication as a new dicipline should be known.
- 02 2. The role and importance of strategic communication in integrated marketing communication mix should be explained.
- 03 3. The relationships of strategic communication with marketing, advertising, public relations and political communication shoud be explained.
- 04 4. The relationship between strategic management with strategic communication should be understood.
Course Syllabus
| Week | Topic |
|---|---|
| Week 1 | Introduction |
| Week 2 | The Changing Environment for Business |
| Week 3 | Communicating Strategically |
| Week 4 | An Overview of the Corporate Communication Function |
| Week 5 | Corporate Brand and Reputation |
| Week 6 | Corporate Responsibility |
| Week 7 | Corporate Responsibility |
| Week 8 | MIDTERM EXAM |
| Week 9 | Media Relations |
| Week 10 | Media Relations |
| Week 11 | Internal Communications |
| Week 12 | Investor Relations |
| Week 13 | Government Relations |
| Week 14 | Crisis Communication |
| Week 15 | FINAL EXAM |
Reference Books & Course Materials
- 01 Paul A. Argenti (2023). Corporate Communication. Published by McGraw Hill LLC, 1325 Avenue of the Americas, New York, NY 10019.
- 02 Kirk Hallahan,Derina Holzhausen,(2007), "Defining Startegic Communication", International Journal of Strategic Communication, (1).
- 03 Arens,Weigold, Arens (2011), Contemporary Advertising,13th.e.,McGrawwHill.
- 04 Brian McNair (2011), An Introduction to Political Communication, 5th.e., Routledge.
Learning Outcomes
- L01 1. The explanation and evolution of strategic communication as a new dicipline should be known.
- L02 2. The role and importance of strategic communication in integrated marketing communication mix should be explained.
- L03 3. The relationships of strategic communication with marketing, advertising, public relations and political communication shoud be explained.
- L04 4. The relationship between strategic management with strategic communication should be understood.
Program Outcomes
No program outcomes have been defined.
Po-Lo Matrix
The PO-LO matrix has not been populated yet.