Corporate Communications & PR
level of course unit
English version will be available soon
Learning outcomes of course unit
The students are able to link and strategically apply theoretical basic knowledge about the different steps of a successful, harmonized communication concept and corresponding communication instruments. Furthermore, they are able to create an integrated cross-media communication concept for corporate communication.
prerequisites and co-requisites
In this course the students get an overview of the different disciplines of corporate communication. In particular, the new challenges facing traditional organizational structures through digital channels are addressed. Based on this, they learn to develop strategic communication processes and to present them analytically in a communication concept.
recommended or required reading
• Zerfaß, A., and Piwinger, M. (Hrsg.). (2014). Handbuch Unternehmenskommunikation: Strategie - Management – Wertschöpfung, Wiesbaden: Gabler.
• Bernays, E. (2011). Propaganda. Die Kunst der Public Relations. Orange Press.
• Kemming, J. D. and Rommerskirchen, J. (Hrsg.). (2019). Marken als politische Akteure. Wiesbaden: Springer Gabler.
• Eisenegger, M. (2005). Reputation in der Mediengesellschaft. Konstitution – Issues Monitoring – Issues Management, Wiesbaden: Springer Fachmedien.
assessment methods and criteria
Project work, final presentation, exam
language of instruction
number of ECTS credits allocated
eLearning quota in percent
planned learning activities and teaching methods
Integrated course, group work, case studies, discussions, e-learning
semester/trimester when the course unit is delivered
name of lecturer(s)
will be available soon
course unit code
type of course unit