Strategic Corporate Communications

44M0130

Master

German

5.0

only winter term

1 semester

Strategic corporate communication plays a crucial role in the agricultural and food industry, as companies in this sector face diverse challenges. Effective communication strategies are essential for gaining societal trust, managing image and reputation risks, and sharpening one's profile in an increasingly competitive market. Therefore, mastering this topic is of great importance for aspiring leaders.

The module provides students with the opportunity to analyze communication problems and develop strategic solutions using current academic literature and case studies from the agricultural and food industry.

Communication conception, issues management, strategic framing, reputation and image management, storytelling, and campaigns as instruments of corporate communication.
 
 
 
 
 
 

The total workload for the module is 150 hours (see also "ECTS credit points and grading").

• Written examination or
• Project Report, written or
• Homework / Assignment

In the module Strategic Corporate Communication, graduates broaden their knowledge by building and deepening fundamental concepts such as communication conception, issues management, and strategic framing. They can describe the specifics and limitations of these concepts, identify various terminologies, and recognize teaching opinions. Additionally, they can list the relevant contents, explain and illustrate the methods, and provide examples to elucidate theoretical concepts in practice. By summarizing and categorizing these contents, they gain a comprehensive understanding of strategic corporate communication.

The graduates of the Strategic Corporate Communication module deepen their knowledge and understanding by developing and applying independent ideas, both in application and research-oriented contexts. They acquire a broad, detailed, and critical understanding at the forefront of knowledge in various specialized areas. They are capable of grasping, explaining, and discussing complex interrelations between topics such as communication conception, issues management, and strategic framing. Through the integration and structuring of this deepened knowledge, they can devise innovative solutions for challenging communicative situations.

In the module of Strategic Corporate Communication, students engage deeply with topics such as Issues Management, Strategic Framing, Reputation Management, and Storytelling. They are capable of critically analyzing scientific insights and methodological considerations to solve practical problems. By applying various scientific and methodical approaches, they assess and justify the academic validity. Through these evaluations, they can identify complex scientific challenges and develop well-founded solutions.

Students enrolled in the module "Strategic Corporate Communication" adapt existing and new knowledge on topics such as issues management and strategic framing in complex contexts, even with limited information. They analyze communication concepts to make informed decisions in reputation and image management and critically reflect on potential consequences. By applying storytelling and campaign management, they autonomously acquire new skills while carrying out applied ideas for the conception and implementation of communication strategies in small groups.

In the module "Strategic Corporate Communication," students design research questions by formulating hypotheses and analyzing them to derive and develop specific ways of operationalizing research. They select appropriate research methods by evaluating various options and justify their choice. By conducting media analyses and case studies on strategic communication management, they gather relevant data to create and critically interpret research findings. Throughout, they continuously optimize their methodology and integrate new insights to advance understanding of strategic corporate communication.

In the "Strategic Corporate Communication" module, students are able to argue alternative, theoretically justified problem solutions, actively engaging in discussions about communication strategies. They adeptly involve stakeholders in communication tasks, demonstrating their ability to explain and convey complex concepts clearly. They recognize potential conflicts in collaboration early on and can resolve them through cooperative action and constructive problem-solving approaches.

The students of the module "Strategic Corporate Communication" develop a professional self-image that reflects the standards of both the academic world and the industry by engaging with topics such as Issues Management. They justify their actions with a solid understanding of theoretical concepts and critically reflect on them in the context of alternative approaches, such as evaluating communication strategies. Through the analysis of case studies, they identify situationally appropriate conditions and reflect on ethical aspects when solving communication problems, always considering societal expectations and consequences.

• Kussin, Matthias

• Kussin, Matthias