Strategic Communication

CHARACTERISTICS

Year/semester: 1/1
ECTS: 8 

TEACHING STAFF

Lecturer: Dr. Birgitte Norlyck
Teaching assistants: Marianne Ankjær, Carina Ren

AIMS OF THE SUBJECT

In this course central organisation and communication theories will be presented. First, focus will be on theories that provide an understanding for the structures, languages and cultures, which characterise internationally oriented tourism organisations. Moreover, specific frameworks to develop strategic communication in tourism organisations will be discussed, including the ability to analyse a situation, select appropriate communication strategies and implement these strategies vis-a-vis a tourism organisation's internal and external stakeholders and in accordance with the organisation's strategic goals.

COURSE SYLLABUS

1. Introduction
2. The ‘invention' of communication
3. Theoretical approaches to communication
4. The role of ‘culture' in communicating the message: a tool or a noisy demon?
5. Strategic planning and communicating with the media
6. Communicating through place-making: Cityscapes, vacationscapes and experiencescapes
7. Communicating culture and heritage in a tourist/leisure context
8. Strategic communication to specific groups of leisure consumers. The example of children.
9. Storytelling and branding as means of communication.
10. Crisis! Communicating disaster

BIBLIOGRAPHY

• Askehave, I. and Norlyck, B. (2006): Meanings and messages. Gyldendal Academia
• Cornelissen, J. (2005) Corporate Communications: Theory and practice. Sage Publications
• Study materials available on the web page reserved for the subject.

COURSE COMPETENCES

The student will be able to understand and apply a range of communication strategies and use of relevant theoretical and methodological models in an organisation's strategic communication with external and internal stakeholders.