(in Polish) How to develop a communication strategy

The aim of the course is to provide both theoretical and practical knowledge about the communication strategy in the company.

Students will have the opportunity to learn theoretical aspects of communication and strategy, practical issues regarding strategic analysis and tools required to prepare a communication strategy in a company, and selected communication areas as: marketing communication, crisis communication, government affairs, intercultural communication.

The main issues to be discussed:

1. Communication - the theoretical approach;

2. The corporate strategy and the strategic planning process;

3. The role of effective communication in a successful strategy implementation;

4. Essential components of a communication strategy;

5. Communication

6. Social media – increasing role in the company’s communication;

7. Stakeholder analysis – theoretical background and practical analysis;

8. Scenario planning;

9. Marketing communication;

10. Government affairs;

11. Crisis communication;

12. Intercultural communication strategies: managing diversity as an opportunity for growth.

E. Christopher (ed.), Communication across cultures, 2018

K. Fearn-Banks, Crisis communications: a casebook approach, 2017

B. McNair, An introduction to political communication, 2017

I. Piller, Intercultural communication: a critical introduction, 2017

E. L. Toth (ed.), The future of excellence in public relations and communication management: challenges for the next generation, 2006

Knowledge:

• Understanding the role of communication in an organizational strategy and be aware of the necessity to communicate with stakeholders during controversies, disputes, and crises;

• Communication - the theoretical basics;

• Company strategy and the strategic planning process.

• Stakeholder analysis – a theoretical overview;

• Rules of the scenario planning;

Skills:

• Students will be able to list and describe key components of the company strategy;

• Students will be able to identify and characterise main stakeholders of the company and plan a communication strategy with them;

• Students will know the practical aspects of the crisis communication and government affairs;

• Students will be able to use strategic analysis tools necessary to prepare a communication strategy.

Students are expected to attend the classes and actively participate in class presentations and discussions. The following factors will be taken into account during the course grading: class attendance, reading and discussing assigned materials oral presentations in class.

The final mark will consist of the following factors:

- class attendance (30%),

- active participation in the discussion (10%)

- preparation the analysis or case study (work in groups) and presentation at front of the class (60%).

Passing the course will require earning at least 65% of possible points.