Digital communication

In this course, participants explore the specific characteristics of new media and their impact on corporate and marketing communication.

Professor
Module
Understanding the communication environment and managing integrated communication

In this course, participants explore the specific characteristics of new media and their impact on corporate and marketing communication. The major focus is on changes in branding and reputation management in markets where consumers and other stakeholders are involved in content generation, social networking and co-creation of value. The course goal is to study and discuss the corporate and marketing impact of new media platforms rather than to explain how they work, so participants are encouraged to familiarize themselves with blogs, social networking websites and video-based content sharing sites prior to the beginning of the course.