• Illia Manzan Laura Géraldine

• Giorgi Nicole

Please Note: This course is structured around learning blocks rather than traditional themes. There will be four sessions per week, but only during selected weeks of the semester-check the schedule for exact dates.

Within a communications department or agency, an experienced professional may take on various roles and responsibilities. This course is divided into two distinct parts designed to cover multiple aspects of strategic communication.

1. Three Areas of Communication:

• Communication strategy and brand planning
• Strategic reputation management in relation to legitimacy, stigma, celebrity, and status
• Online communication strategy (e-communication)

2. Managing Media Relations:

• Managing relationships with journalists
• Individual interviews with journalists ("Media Training I")
• Press conferences with journalists ("Media Training II")

In summary, this course provides participants with an in-depth understanding of the different facets of communication and helps them develop the essential skills needed to succeed in this dynamic and strategic field.

The course aims to familiarize students with the various specializations within strategic communication. By the end of the course, students will be able to:

Develop Communication Strategies:

1. Establish the foundation for a brand communication plan
2. Assess a company’s reputation, understanding its links to other social and intangible evaluations
3. Develop an “omnichannel” digital content strategy

Manage Media Communication:

4. Media Training I: Conduct an individual interview with a journalist
5. Media Training II: Organize and lead a press conference with journalists

Part of the sessions are planned in the Media LAB (F0103, -1)

•    Aaker, D. A. (1996). Measuring brand equity across products and markets. Free Press.
•    Arnaud, T., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868-882.
•    Berens, G., & van Riel, C. B. (2004). Corporate associations in the academic literature: Three main streams of thought in the reputation measurement literature. Corporate Reputation Review, 6(2/3), 161-178.
•    De Cherantony, L. (2001). A model for strategically building brands. Butterworth-Heinemann.
•    Henderson, C. M., & Cote, J. A. (1998). Guidelines for selecting logos. Journal of Marketing, 62(2), 14-30.
•    Keller, K. L. (1993). Measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
•    Moreno de los Rios, I. (2017). Six étapes pour une entreprise omnicanal : Le parcours du client.
•    Philips, L. W. (2013). Media training Bible. John Wiley & Sons.
•    Pollock, T. G., Lashley, K., Rindova, V. P., & Han, J-H. (2019). Which of these things are not like the others? Comparing the rational, emotional, and moral aspects of reputation, status, celebrity, and stigma. Journal of Management, 45(6), 2313-2338.
•    Schenkler, S., & Herrling, S. (2003). Batten down the hatches: Handling the media in a crisis. Corporate Reputation Review, 6(3), 209-217.
•    Schenkler I. & Herrling, T. (2003). Caught on the hook: Responding to media calls. In Guide to Media Relations. Prentice Hall Series in Advanced Business Communication (pp. 56-73). Pearson.
•    Shah, D., Rust, R. T., Parasuraman, A., Staelin, R., & Day, G. S. (2006). The Path to Customer Centricity. Journal of Service Research, 9(2), 113-124.

Students are assessed through:

• Team project (30%)
• Media Lab Training (30%)
• Final individual assignment (take-home) (40%)

No retake examinations.

Courses with continuous assessment: Withdrawal or deregistration from the course is no longer possible after the end of the registration period (see the session calendar on the Faculty’s website).