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Media Relations
level of course unit
ConsolidationLearning outcomes of course unit
The students know the instruments of analog and digital media work and can apply them in a targeted and effective way. In addition, they know how to interpret media usage data and how to apply it to specific target groups. The students know the access to the watchmen and actors of the current communication channels.
prerequisites and co-requisites
Modul KMG
course contents
Classic media and press work have changed radically in recent years. In order to successfully cope with this change and to be able to actively shape it, students learn the skills and possibilities of successful media and press work. How do journalists work, what role do social media and influencers play, how do I reach my target groups with my messages and how do I get my content into the relevant media channels?
In addition, the media usage behavior of various stakeholder groups is analyzed and appropriate external and internal communication strategies are developed. Knowledge of suitable evaluation and monitoring tools for corporate communica-tions rounds off the course.
In addition, the media usage behavior of various stakeholder groups is analyzed and appropriate external and internal communication strategies are developed. Knowledge of suitable evaluation and monitoring tools for corporate communica-tions rounds off the course.
recommended or required reading
•Bernays, E. (2011). Propaganda. Die Kunst der Public Relations. Orange Press.
•Mast, C. (2016). Unternehmenskommunikation, Konstanz, München: UVK.
•Mast, C. (2016). Unternehmenskommunikation, Konstanz, München: UVK.
assessment methods and criteria
exam
language of instruction
Germannumber of ECTS credits allocated
4eLearning quota in percent
50course-hours-per-week (chw)
2planned learning activities and teaching methods
Integrated course, group work, case studies, discussions, e-learning
