Strategy Development & Execution

Bachelor

The students • know the basics of corporate communication. • know the most important theoretical approaches as well as instruments of strategic planning and optimization of corporate communication. • can identify and apply communication-relevant measures for crisis prevention and handling. • understand how digitalization influences and changes corporate communications. • know which digital media can be used for corporate communications. • know what content creation means and can distinguish the term from content manager. • can create texts, blog articles and posts for distribution via social media. • can create videos and photos which can be used for social media. • know how to plan and manage social media profiles.

None

Part A: Corporate communications • Corporate strategies (attack and defense strategies incl. digitalization) • Development strategies (cooperation strategies, coopetition, internationalization strategies) • Divisional strategies (procurement, production, marketing, human resources, finance and R&D strategies) • Content steps of the strategic management process; strategic analysis. Part B: Content Creation • Definition of content creation and differentiation from content management • Creation of texts, blog articles, posts for social media • Creation of visual and auditory content (videos, photos, podcaststs, graphics, etc.) • Planning and management of social media profiles

• Berens, A., & Bolk, C. (2023). Content Creation mit KI: Das neue Buch zu ChatGPT, DALL-E, DeepL Write und Co. Einsatz im Marketing, Redaktion, Content-Erstellung, Recherche und mehr. Bonn: Rheinwerk Verlag. • Kirf, B., Eicke, K.-N., & Schömburg, S. (2020). Unternehmenskommunikation im Zeitalter der digitalen Transformation: Wie Unternehmen interne und externe Stakeholder heute und in Zukunft erreichen. Wiesbaden: Springer Verlag. • Löffler, M., & van Tübbergen, C. (2023). Content 360 Grad: Das Praxishandbuch für Content-Strategie und Content-Marketing – für alle Content-Disziplinen von Text bis Podcast. Bonn: Rheinwerk Verlag. • Salzer, E., Johannsen, K., & Reinhold, T. (2023). Erfolgsfaktor Unternehmenskommunikation: Alles, was Entscheider wissen müssen. Wiesbaden: Springer Verlag.

• Seminar paper and • Project documentation

German

4

0

3.0

The course is conducted with presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted via frontal lectures). • In addition, the students will solve and present problems in group work, which will be discussed in the plenum. • Selected exercises are carried out to train the content based on real problems.

2

English version will be available soon

1

MKV 3

integrated lecture

Compulsory

not applicable