• Ingenhoff Diana

• Ingenhoff Diana

• Schaub Cyril
• Vinzenz Friederike

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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Examination time: 15 min.

Only possible as a retake exam (second attempt in case of an insufficient grade at the written examination of the summer session).

Exam duration: 60 minutes

Participation in the written exam is mandatory for the validation of the course. In case of withdrawal from the written exam, it is not possible to enroll for the exam of the reassessment session.

In the retake session, the exam is oral (15 minutes) and is only possible as a second attempt.