The seminar aims at exploring the foundations of the international communication process and social media in a dynamic global environment. Students become familiar with designing a global communication strategy and its implementation through tools such as social media.
Subject
The students
get insight into concepts of marketing underlying international communication and use of social media
explore the differences between traditional marketing and social media marketing
are familiar with the strategic process of communication in a dynamic global environment
are able to develop a global communication plan in different contexts
get to know concepts underlying social media marketing
discuss different social media instruments and platforms
explore different target groups for communication activities
are introduced to reputation management
know basic tools for social media monitoring
study topics interactively using different methods such as group work, individual work, presentations, seminar papers and presentations
Criteria for evaluation
Seminar papers, presentations, participation
Methods
Teaching and learning methods will be a mixture of traditional lecturing, interactive work in class and case studies.
