Business Management FT
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Corporate Communications

level of course unit

k.A.

Learning outcomes of course unit

The students
• Know the fundamentals of corporate communication.
• Know the most important theoretical approaches and instruments of strategic planning and optimization of corporate communications.
• Can identify and apply communication-relevant crisis prevention and management measures.
• Understand how digitalization affects and changes corporate communications.
• Know which digital media can be used for corporate communications.

prerequisites and co-requisites

• Introduction to BWL • Marketing (E) • Communication, Presentation & Rhetoric

course contents

• Definition and goal of corporate communications
• Selection, optimization and application of communication instruments in the context of a coordinated communication mix including relationships to the content strategy.
• Communication with different stakeholder groups
• Employees (internal PR, change communication)
• Customers (customer PR, corporate publishing)
• Media (media relations)
• Investors (investor relations)
• Society (public affairs, innovation communication, corporate social responsibility)
• Corporate communication in consideration of digitalization

recommended or required reading

Literaturempfehlung Unternehmenskommunikation /ILV / LV-Nr: MFU 1 / 3.Semester / ECTS: 3
Buchholz, U., & Knorre, S. (2019). Interne Kommunikation und Unternehmensführung: Theorie und Praxis eines kommunikationszentrierten Managements. Wiesbaden: Springer Verlag.
Kirf, B., Eicke, K.-N., & Schörnburg, S. (2018). Unternehmenskommunikation im Zeitalter der digitalen Transformation: Wie Unternehmen interne und externe Stakeholder heute und in Zukunft erreichen. Wiesbaden: Gabler Verlag.
Mast, C. (2019). Unternehmenskommunikation: Ein Leitfaden. München: UVK Verlag.
Rusinger, D. (2016). Die digitale Kommunikationsstrategie: Praxis-Leitfaden für Unternehmen – Mit Case Studys und Experteneiträgen – Für eine Kommunikation in digitalen Zeiten. Stuttgart: Schäffer-Poeschel.
Szyszka, P. (2019). Unternehmenskommunikation: Wirkung – Wertschätzung – Wertschöpfung. Stuttgart: Kohlhammer Verlag.
Zerfaß, A., Volk, S. C., & Ziegele, D. (2019). Toolbox Kommunikationsmanagement: Denkwerkzeuge und Methoden für die Steuerung der Unternehmenskommunikation. Wiesbaden: Gabler Verlag.

assessment methods and criteria

• Seminar paper and
• Quiz

language of instruction

German

number of ECTS credits allocated

3

course-hours-per-week (chw)

2

planned learning activities and teaching methods

17 % of the event is covered by eLearning. A combination between online phases (inductive method for the independent acquisition of knowledge and the practice of tasks) and presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted via frontal lectures) is used.

semester/trimester when the course unit is delivered

3

name of lecturer(s)

English version will be available soon

course unit code

MFU 1

type of course unit

integrated lecture

work placement(s)

not applicable