Strategic communication

The course comprises four modules and provides the theoretical and practical tools necessary to work in public relations and to reflect critically on aspects of strategic communication and communications planning through insights into the phases of the communication process and the application of theoretical and methodological tools to analyse, assess, perform and evaluate communication products and efforts. Real and fictive cases of strategic communication and communication planning constitute an important part of the teaching and examination of the courses. Throughout the course, theoretical and practical components are related to the new media landscape, including the social media as a new arena of internal and external organisational communication. Module 1 Marketing and trademarks 7.5 ECTS cr The module deals with marketing aspects and media theoretical and critical perspectives on trademarks. The marketing theoretical perspectives aim to increase students' understanding of the theories, concepts, models and and procedures that characterize marketing and strategic branding. This includes knowledge of the analysis components involved, such as trend and audience analysis. The media studies perspective provides opportunity to reflect critically on the significance of trademark for society and individuals with a focus on consumption, identity and the role of the media industry in creating and maintaining trademarks. Module 2 Internal communication 7.5 ECTS cr The module provides opportunity to acquire knowledge of organisation theory and communication at the level of the group and the individual, as well as knowledge of internal communication mechanisms and channels in different types of organisations. Internal branding is an important part of the course and students develop their ability to analyse and evaluate primary planning tools for internal communication (such as internal communications policies). Basic theories of common digital tools for internal communication are treated as is its importance for exercising power in organisations. Module 3 Public opinion formation 7.5 ECTS cr The module deals with the function of the media in public opinion formation. Theories and models that can be used for analysis as well as for hands-on planning of different types of public opinion efforts are presented. Public opinion formation is viewed as a social process in which various actors (the public, politicians, organisational representatives, journalist, professional communicators) interact. The relationship between opinion formation and democracy is a key theme throughout the module. Module 4 Crisis communication 7.5 ECTS cr The module treats theories and practical tools that can be used to understand, analyse and assess crisis communication. Different types of societal and organisational crises are discussed and how organisations and news media relate to different types of crisis. The concepts of crisis and risk are especially studied, for example, in the form of case studies of real crises and role-play. Students also develop abilities to reflect critically on the changed conditions of crisis communication in the digital landscape.