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Corporate Communications & PR
level of course unit
ConsolidationLearning outcomes of course unit
Students acquire a basic theoretical knowledge of the different steps of successful, harmonized corporate communication and can use communication instruments in a networked and strategic way. In addition, they are familiar with the conception of communication processes and know the requirements of modern, integrated, digital corporate communication, both internally and externally.
prerequisites and co-requisites
Modul KMG
course contents
In this course the students get an overview of the different disciplines of corporate communication. In particular the new challenges of traditional organizational structures through digital channels. Based on this, the students learn that consistent communication requires an integrated and harmonized approach in all areas of the company. The strategic conception of corporate communication processes becomes the focus of attention.
recommended or required reading
•Zerfaß, A., and Piwinger, M. (Hrsg.). (2014). Handbuch Unternehmenskommunikation: Strategie - Management – Wertschöpfung, Wiesbaden: Gabler.
•Bruhn, M. (2014). Integrierte Unternehmens- und Markenkommunikation: Strategische Planung und operative Umsetzung, 6. Auflage, Stuttgart: Schäffer-Poeschel.
•Bruhn, M. (2014). Integrierte Unternehmens- und Markenkommunikation: Strategische Planung und operative Umsetzung, 6. Auflage, Stuttgart: Schäffer-Poeschel.
assessment methods and criteria
Project work, final presentation and online test
language of instruction
Germannumber of ECTS credits allocated
4eLearning quota in percent
50course-hours-per-week (chw)
2planned learning activities and teaching methods
Integrated course, group work, case studies, discussions, e-learning
