Study Guide

Objective

The student:
- Has insight and knowledge of key definitions and mechanisms behind strategic communication.
- Understands how brands are built in relation to the business's objectives
- Has an understanding of value-driven communication and knowledge in storytelling as well as personalized communication
- Can use communication as a key part of PR work and opinion formation
- Has knowledge of how strategic communication is planned and implemented - both in business and in the public sector

Content

See courseplan in Moodle

Qualifications

Basic knowledge in marketing and communication

Assessment criteria, satisfactory (1)

The student has a superficial knowledge. Students know the essentials but the substance itself is limited. The written work submitted is according to the instructions but shows that the analysis itself could still be built on.

Assessment criteria, good (3)

The student can account for the literature, give motivations, analyze and reflect. The written work shows that students master the subject and the area and have familiarized themselves with the issues. Students can translate theory into practice at different levels

Assessment criteria, excellent (5)

Students: shows knowledge, maturity and analysis beyond the ordinary. Students master the whole - even more in detail. The questions are relevant and the written information shows an excellent insight into the problems as well as a certainty where the answers show that students have understood the questions and can come up with suggestions for solutions. Students can make deeper analyzes of the theoretical material and reason at a deeper level.