level of course unit
first cycle, Bachelor
Learning outcomes of course unit
The students are familiarized with the essential practices and techniques of integrated corporate communication.
The students are able to independently plan and design the control and improvement of measures in the field of dialog and digital PR & corporate communication.
The students can express themselves critically and self-critically.
prerequisites and co-requisites
In addition to press and public relations work, such as structural analyses of various PR departments, students are familiarized with agency work, network structures and virtual news management. Active (press releases, conferences) and passive (interviews, discussions) media work are discussed, practiced and prepared for real implementation using practical examples.
In order to strengthen the practical relevance of the course, public relations work in crisis situations (crisis PR) is also included as teaching content.
Communication within companies, foundations, associations and clubs is also discussed.
In this context, the term corporate identity from the point of view of corporate communication is also presented and the challenge of integrating social media is discussed and reflected upon.
recommended or required reading
Baecker, D. (2008): Kommunikation. Reclam.
Burkart, R. & Hömberg, W. (2015): Kommunikationstheorien: Ein Textbuch zur Einführung. New Academic Press.
Merten, K. (2010): Einführung in die Kommunikationswissenschaft. Lit-Verlag.
Schmidt, A. (2018): Medien und Medienkommunikation. Nomos.
Sutter, T. (2012): Vergesellschaftung durch Medienkommunikation in Prozessen der Inklusion durch Medien. Campus Verlag.
Volodina, M. (2013): Mediensprache und Medienkommunikation im interdisziplinären und interkulturellen Vergleich: mit einem einleitenden Beitrag von Ludwig M. Eichinger. Institut für Deutsche Sprache.
assessment methods and criteria
language of instruction
number of ECTS credits allocated
eLearning quota in percent
planned learning activities and teaching methods
Integrated course, case studies, discussion, group work, presentations
semester/trimester when the course unit is delivered
name of lecturer(s)
year of study
second year of studies
recommended optional program components
course unit code
type of course unit
mode of delivery