Course info

ACADEMIC COURSE WINTER SEMESTER 2023 - MASTER COMMUNICATION MANAGEMENT, MODULE 06-005-542

Strategic Communication: Value Creation and Business Models for Communications (V)

Prof. Dr. Ansgar Zerfass

Monday, 15:15–16.45hrs, Nikolaistr. 27–29, Room 1.01, on the following dates: 20.11., 04.12., 11.12., 18.12.2023; 
08.01., 15.01., 22.01. 29.01.2024.

Topic

This course explores the contribution of communication to value creation for corporations and other organizations. Every inhouse communicator and every consultant should be able to explain organizational leaders or (internal) clients why, when and how it makes sense to use scarce resources for communication activities. Commonplaces like the positive impact of reputation or relationships for success, positive effects in the media or stakeholder reactions are not sufficient. What is needed internally is a business model for communications – a model that describes the rationale of how a communication department creates, delivers, and captures value for an organiza-tion. This will be different for any organization depending on its strategy and stakeholders, and it might change over time. In a similar way, communication agencies and consultancies need profitable business models that deliver value-creating services for their clients. The course introduces core concepts like shareholder and stakeholder value, value creation, business model design, and the use of strategic thinking for communications. It will discuss the challenges of aligning communication activities to organizational goals; setting-up structures, processes and digital infrastructures for communications; utilizing techniques to position communication departments and communicators at the top and throughout the organization; creating valuable products and services in competitive environments; and measuring the success of communications.

Module overview and course assessment

This course is part of the module “Strategic Communication” 06-005-542 in the graduate program M.A.. Communication Management. It is open to students enrolled in this program, in the M.Sc. Journalism Program (elective) and for exchange students at the Institute of Communication and Media Studies (see below). 

Students enrolled have to attend both classes and take an exam. Assessment: Written examination (Klausur, 120 min.) in English, dealing with the content of both courses and the accompanying literature.