• Ingenhoff Diana

• Ingenhoff Diana

• Winkelhahn Roman

Corporations are under constant public surveillance by their stakeholders, especially in the digital era. As the power of stakeholders increases through social media, business communication is challenged more than ever to establish a favorable image and reputation. Moreover, online media provide business communication with new opportunities to initiate dialogue with stakeholders, to manage public issues and to establish brands in the global environment.

The lecture covers various areas of business communication like reputation management, crisis communication, social media and campaign communication. Methods used in communication controlling and evaluation are introduced. Guest lecturers from international corporations will give profound practical insights. Additionally, selected topics will be illustrated by case studies enabling students to compose and evaluate communication strategies and practices.

This lecture gives students a comprehensive overview of business communication and its various fields, its objectives, strategies and practices in the digital age.

Students will improve their abilities to analyze, and critically think about strategic communication in theory, research and in practice.

Also, the introduction of recent challenges in business ethics, corporate social responsibility, and international PR will raise awareness for up-to-date discussions in the field.

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Course with continuous evaluation: after the registration period, you can no longer cancel your registration (see session calendar on the Faculty's website).

Examination time: 15 min.

Only possible as a retake exam (second attempt in case of an insufficient grade at the course).