Study Guide

Objective

The student
• Can perform a thorough analysis of the current situation and organizational strategy to define the goal of the communication work and link to the communication strategy.
• Can make a positioning for the communication based on competitor analysis.
• Knows how to analyze external factors that affect communication, such as new trends, political or legal changes.
• Can identify and analyze their target group and divide the market into smaller segments.
• Knows how to create a detailed action plan that includes activities, channel selection, content, schedule, and budget.
• Knows how to use AI in communication work.
• Can follow up and evaluate the effectiveness of the communication strategy.

Content

• The basic theories behind effective communication
• The process between strategy and communication strategy
• Communication plan that includes both traditional and digital channels
• Communication analyses and positioning exercises
• Target group analyses
• Indicators and performance analyses
• The use of AI in communication planning

Evaluation scale

H-5

Qualifications

No prerequisite