Universität Wien

220063 VO VERTHE: VO STRAKO Strategic Communication - Current Approaches in Advertising, PR and Market Comm. (2026S)

3.00 ECTS (2.00 SWS), SPL 22 - Publizistik- und Kommunikationswissenschaft
Moodle
We 20.05. 09:45-11:15 Seminarraum 5, Kolingasse 14-16, EG00

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Details

Language: German

Examination dates

Lecturers

Classes (iCal) - next class is marked with N

  • Wednesday 11.03. 09:45 - 11:15 Seminarraum 5, Kolingasse 14-16, EG00
  • Wednesday 18.03. 09:45 - 11:15 Seminarraum 5, Kolingasse 14-16, EG00
  • Wednesday 25.03. 09:45 - 11:15 Seminarraum 5, Kolingasse 14-16, EG00
  • Wednesday 15.04. 09:45 - 11:15 Seminarraum 5, Kolingasse 14-16, EG00
  • Wednesday 22.04. 09:45 - 11:15 Seminarraum 5, Kolingasse 14-16, EG00
  • Wednesday 29.04. 09:45 - 11:15 Seminarraum 5, Kolingasse 14-16, EG00
  • Wednesday 06.05. 09:45 - 11:15 Seminarraum 5, Kolingasse 14-16, EG00
  • Tuesday 12.05. 18:30 - 20:00 Seminarraum 5, Kolingasse 14-16, EG00
  • Wednesday 13.05. 09:45 - 11:15 Seminarraum 5, Kolingasse 14-16, EG00
  • Wednesday 27.05. 09:45 - 11:15 Seminarraum 5, Kolingasse 14-16, EG00
  • Wednesday 03.06. 09:45 - 11:15 Seminarraum 5, Kolingasse 14-16, EG00
  • Wednesday 10.06. 09:45 - 11:15 Seminarraum 5, Kolingasse 14-16, EG00
  • Wednesday 17.06. 09:45 - 11:15 Seminarraum 5, Kolingasse 14-16, EG00

Information

Aims, contents and method of the course

The lecture provides students with a comprehensive insight into the strategic communication management of companies. After a presentation of the framework conditions and significance of strategic communication, the theoretical foundations are first discussed. Students are then introduced to various areas of application of strategic communication. After discussing the planning process, we move on to the areas of reputation management, CSR, content and issues management, crisis communication and internal communication. The lecture concludes with a discussion of intercultural aspects and the ethics of strategic communication.

Assessment and permitted materials

Written examination on lecture content (multiple-choice test)
approx. 30 questions (2-6 points), a total of approx. 160 points to be achieved (subject to minor changes for administrative reasons)

Minimum requirements and assessment criteria

At least 50 percent of the total number of points must be achieved for a positive assessment.

Examination topics

Contents of the lecture (incl. any guest lectures)

Reading list

Cornelissen, J. (2023). Corporate Communication. A Guide to Theory and Practice (7th Edn.). Sage.
Zerfass, A., Piwinger, M., & Röttger, U. (Hrsg.) (2022). Handbuch Unternehmenskommunikation (3. Aufl.). Springer Gabler. hieraus ausgewählte Beiträge.
Daneben werden pro Einheit weitere Literaturhinweise gegeben.

Association in the course directory

Last modified: Fr 10.04.2026 15:06