Study Guide

Objective

Students will be able to understand and plan communication at a strategic level. They will be competent in managing an organisation's internal and external communication, recognising it as part of an organisation's overall integrated communication. Students will be able to work in communication related jobs in companies, the public sector and third sector. In practice this means PR, communication planning and management and creating media content.

Content

Corporate communication approaches
Publicity and reputation management
External and internal communication
Media relations and writing in communication related work
Communication norms and ethics
Change and crisis communication
Integrated communication:
Communication strategy planning as part of overall communication

Assessment criteria, excellent (5)

The students are able use, compare and apply the essential methods and channels of strategic planning for corporate communication. They use concepts expertly, with good reason and in a variety of ways. They are able to combine and apply previous marketing and communication knowledge effectively. Their strategic communication planning demonstrates critical assessment taking future challenges into account. They are able to achieve the goals of the assignments independently.

Assessment criteria, good (3)

The students are able describe and explain the essential methods and channels in strategic planning for corporate communication. They use concepts systematically and logically. They are able to use and apply the most suitable communication methods and channels. They are able to work independently and to provide reasons for their chosen solutions systematically.

Assessment criteria, satisfactory (1)

The students are able to name, understand and use to some extent the essential contents and basic concepts of strategic planning for corporate communication. Their overall perception of the topic is descriptive and incomplete. They are able to select the most suitable communication methods and channels. They are able to use previously acquired knowledge and skills to some extent and still require supervision.