Brand Values, Message Architecture, and Strategic Communication
Integrated course, 4.00 ECTS
The importance of brand values and core messages for organizational communication; differentiation between brand values, communication goals, and core messages; using the method of card sorting for identifying and prioritizing communication goals and core messages; the impact of content and content strategy on the organization and its development; content strategy in relation to PR and marketing in an organization as well as in relation to the strategic overall development of the organization; duties and responsibilities of content strategists within the organization; soft skills and communications behavior when dealing with co-workers and the management; executive functions of content strategists, co-ordinating employees and teams; best practices.
Generic competencies: - ability to solve problems in an innovative manner, - ability to synthesize knowledge, - ability to communicate. Field specific competencies: - practical and methodological skills, - editorial skills, - management skills. After completing the module, the student can conceptualize and design content strategies that are based upon empirical evidence, and he/she can make recommendations for action. He/She can produce and make use of artifacts and document types (templates, modelling) for the systematic production of content and he/she can create guidelines and standards for the publication and curation of online content. Moreover, he/she can structure content and make sure it is organized according to a hierarchy (in terms of information architecture) .
Recommended or required reading and other learning resources / tools
Books: Richard Sheffield: The Content Strategists Bible; Kristina Halvorson, Melissa Rach: Content Strategy for the Web; Margot Bloomstein: Content Strategy at Work.
Journals: relevant contributions published online (blogs, magazines)
Mode of delivery
Lecture (16 units in the first week of face-to-face instruction; 7 units with guest lecturers from different organizations in the second week of face-to-face instruction; 83 hours of moderated e-learning)
Prerequisites and co-requisites
Modules ECS and CS1
Assessment methods and criteria