Stakeholder Communication
Niveau
2.Semester Master: 1st Study cycle
Learning outcomes of the courses/module
The students:
• are familiar with different communication theories.
• are able to conduct a stakeholder analysis.
• know the principles of crisis communication.
• are able to distinguish between the essential theoretical principles of PR conception in transformation situations.
• are able to apply tools and methods for successful communication.
• are able to distinguish between analog and digital communication.
• are familiar with different communication theories.
• are able to conduct a stakeholder analysis.
• know the principles of crisis communication.
• are able to distinguish between the essential theoretical principles of PR conception in transformation situations.
• are able to apply tools and methods for successful communication.
• are able to distinguish between analog and digital communication.
Prerequisites for the course
2. Semester: no information
Course content
• Early recognition and early disclosure - the role of the media
• Systemic analysis within the communication strategy
• Stakeholder analysis and communication requirements of different stakeholders
• Creditor communication as a specific challenge
• Reputation management as a core task of strategic communication
• Principles of crisis communication
• Essential theoretical foundations of the PR concept Transformation situations
• Learning tools and methods for successful communication in restructuring and transformation situations
• Mechanisms and modes of action of the media, taking into account the importance of digital media
• Working through case studies
• Systemic analysis within the communication strategy
• Stakeholder analysis and communication requirements of different stakeholders
• Creditor communication as a specific challenge
• Reputation management as a core task of strategic communication
• Principles of crisis communication
• Essential theoretical foundations of the PR concept Transformation situations
• Learning tools and methods for successful communication in restructuring and transformation situations
• Mechanisms and modes of action of the media, taking into account the importance of digital media
• Working through case studies
Recommended specialist literature
Anastasi, C. (2020). Strategic stakeholder engagement. Abingdon, OX: Routledge.
Exler, M. W., & Situm, M. (2025) (Hrsg.). Restrukturierungs- und Turnaround-Management: Strategien, Erfolgsfaktoren und Best Practice für die Transformation. Berlin: Erich Schmidt Verlag.
Fearn-Banks, K., & Kawamoto, K. (2024). Crisis communications: A casebook approach. New York, NY: Routledge.
Gartner, U. (2020). Unternehmenskommunikation in Restrukturierungsphasen: Mit strategischer Kommunikation den Wandel erfolgreich gestalten. Wiesbaden: Springer.
Exler, M. W., & Situm, M. (2025) (Hrsg.). Restrukturierungs- und Turnaround-Management: Strategien, Erfolgsfaktoren und Best Practice für die Transformation. Berlin: Erich Schmidt Verlag.
Fearn-Banks, K., & Kawamoto, K. (2024). Crisis communications: A casebook approach. New York, NY: Routledge.
Gartner, U. (2020). Unternehmenskommunikation in Restrukturierungsphasen: Mit strategischer Kommunikation den Wandel erfolgreich gestalten. Wiesbaden: Springer.
Assessment methods and criteria
Exam
Seminar paper
Seminar paper
Language
German
Number of ECTS credits awarded
3
Semester hours per week
Planned teaching and learning method
A part of the course will be covered through e-learning. This involves a combination of online phases (an inductive method for independently developing knowledge and practicing tasks) and in-person phases (a deductive method in which support is provided during the learning process and knowledge is also conveyed through lectures).
Semester/trimester in which the course/module is offered
2