EXPORT-ORIENTED MANAGEMENT - IMC Fachhochschule Krems

• Identify potential PR threats
• Draft, prepare and carry out PR concepts on a management or consultant level
• Prepare and plan activities in crisis PR
• Locate promising aspects for innovative PR strategies
• Carry out a stakeholder analysis
• Integrate executives and a team into the public relations measures / concepts
• Plan integrated PR communications in coordination with e.g. advertising and
marketing depts.
• Analyse presented PR measures
• Identify suitable external service partners
• Apply corporate identity to PR concepts and/or vice versa
Prerequisites/Level
None
Course Description
The course will cover the following topics:
• Stakeholder analysis
• Fundamentals of public relations: internal and external communication, including
stakeholder-communication
• Stakeholder support, information- and media partners
• Media-relations
• Event management
• Online-PR and experimental PR: social media & weblogs
• Fundamentals of crisis communication planning
Literature
Hand-outs, examples/ cases and other information will be available via the IMC eLearning
platform.
"Public Relations - Strategies and Tactics", 10th Edition - D. Wilcox/G. Cameron, Pearson.
ISBN 978-0-205-09916-0
Teaching Methods
Lectures are based on slides and discussions on practical cases and scenarios. Student
teamwork on cases is a main aspect of the lecture. The course comprises a combination
of formal lecture, colleague counselling and discussing cases, placing particular emphasis
on student participation. This will support the ambition to enhance analytical, diagnostic
decision making and communication skills for students.
Evaluation
Oral exam
Integrated Marketing Communications I
Semester Hours per week ECTS
Fall 2 4
Learning Outcomes / Course Objectives
This course aims to combine a theoretical perspective of marketing communications and
brand management with a practical focus. The content reflects a scrutiny of
contemporary cases, across a variety of sectors and geographies. The goal is to introduce
students to the critical study of marketing communications and branding and their
management in organisations, as fundamental tools for augmenting valuable offerings in
competitive markets.
After completing this course students should be able to:
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