level of course unit
first cycle, Bachelor
Learning outcomes of course unit
Students are familiar with the essential practices and techniques of integrated company communication.
Students can autonomously plan and organize monitoring and improvements of measures in the areas of PR and company communication.
prerequisites and co-requisites
Students become familiar with press and publicity work, example structural analyses of different PR departments, agency work, network structures and virtual information management. Here, practical examples are used to illustrate, practice and prepare the following for implementation in the real world: active media activities such as press releases and conferences, and passive media activities such as interviews and discussions.
To consolidate the practical element of the course, public relations in crisis situations (crisis PR) is also included in the course content.
Additionally, communication within companies, foundations, organizations and clubs is discussed.
The term corporate identity is dealt with from the perspective of company communication, and the challenge of incorporating social media is discussed.
recommended or required reading
Merten, K. (2007): Einführung in die Kommunikationswissenschaft. LitVerlag
Baecker, D. (2005): Kommunikation. Reclam
Burkart, R. (2007): Kommunikationstheorien - Ein Textbuch zur Einführung. New Academic Press
assessment methods and criteria
language of instruction
number of ECTS credits allocated
planned learning activities and teaching methods
integrated course, case studies, discussion, group work
semester/trimester when the course unit is delivered
name of lecturer(s)
Jürgen Preusser; Raimund Fabi
year of study
second year of studies
recommended optional program components
course unit code
type of course unit
mode of delivery