Technische Universität Ilmenau

Applied Communication: Public Relations and Communication in the context of Globalization - Modultafeln of TU Ilmenau

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Please refer to the respective study and examination rules and regulations for the legally binding curricula (Annex Curriculum).

You can find all details on planned lectures and classes in the electronic university catalogue.

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module properties module number 200817 - common information
module number200817
departmentDepartment of Economic Sciences and Media
ID of group2555 (Resarch in Public Relations and Communication of Technology)
module leader Dr. Andreas Schwarz
languageEnglisch
term Wintersemester
previous knowledge and experience

This course requires a basic knowledge in the field of media and communication studies as well as public relations.

learning outcome

By completing the course students understood main topics and challenges of applied communication research, specifically in the field of international public relations and international strategic communication as fields of inquiry and fields of practice. Particpants susbtantially increased their skills of analyzing the international environment of strategic communicators and their organizations in terms of contextual factors such as culture, political systems, economic development, media systems, online communication, international and transnational networks, etc. After successful participation, students identified and analyzed key actors/organizations (e.g., multinational companies, NGOs, IGOs, government) in the fields of international applied communication including public relations and strategic communication in terms of their goal formulation, strategy development, tactics development, as well as institutional structures and methods. Participants developed skills in planning international applied communication and campaigns. In addition, they increased their experience in working with clients.
content

This course focusses on different aspects of applied communication. Students review the relevant state of research on a specific topic and subsequently apply that knowledge to practical tasks in order to resolve applied communication problems. More specifically, the course introduces students to the fundamentals of strategic communication in an international environment. Course participants will look at research and practice in the fields of international strategic communication including public relations and other domains of communication. They will also explore different aspects of international media systems and issues of globalization. In this course, international public relations can be understood as "the planned and organized effort of a company, institution, or government to establish mutually beneficial relations with the publics of other nations" (Wilcox, Ault, Agee, & Cameron, 2000, p. 343) or of different cultural contexts. Departing from this definition, the course gives an overview of the state of research and theoretical debates regarding international communication and/or PR. Depending on the specific focus in the according term, the course helps students in getting to know different types of organizations in fields such as international business, international civil society (NGOs), or government. Students will look at those organizations' strategies, structures and tools of strategic communication as well as the international environment that they are operating in. Depending on course arrangements in the specific term, students might be asked to work in cooperation with a real client on different aspects or problems of international communication.
media of instruction and technical requirements for education and examination in case of online participation

Laptops, Presentation software

literature / referencesAll relevant course materials will be made available on the online
learning platform Moodle. The online learning
platform Moodle provides you with a specific list of references for each
session of this course. These sources serve as a basis for preparing
the presentations in class.

Furthermore, the course is based on the following list of recommended readings:

Badhan, N. & Weaver, C. K. (2011). Public Relations in Global
Cultural Contexts: Mutli-Paradigmatic Perspectives. New York, Abingdon:
Routledge.

Botan, C. H. & Hazleton, V. (2006). Public Relations Theory II. New York, London: Lawrence Erlbaum Associates.

Curtin, P. A. & Gaither, T. K. (2007). International Public
Relations: Negotiating Culture, Identity, and Power. Thousand Oaks,
London, New Delhi: Sage.

Hanitzsch, T., Hanusch, F., Mellado, C., Anikina, M., Berganza, R.,
Cangoz, I., Coman, M., Hamada, B., Hernandez, M. E., Karadjov, C. D.,
Moreira, S. V., Mwesige, P. G., Plaisance, P. L., Reich, Z., Seethaler,
J., Skewes, E. A., Vardiansyah Noor, D., & Yuen, K. W. (2011).
Mapping Journalism Cultures across Nations: A Comparative Study of 18
Countries. Journalism Studies, 12, 273-293.

Lim, J. S. (2010). Global integration or local responsiveness?
Multinational corporations' public relations strategies and cases. In G.
J. Golan, T. J. Johnson & W. Wanta (Eds.), International media
communication in a global age (pp. 299-318). New York, NY: Routledge.

Molleda, J.-C., & Laskin, A. (2010). Coordination and control of
global public relations to manage cross-national conflict shifts. In G.
J. Golan, T. J. Johnson & W. Wanta (Eds.), International media
communication in a global age (pp. 319-344). New York, NY: Routledge.

Schwarz, A., & Fritsch, A. (2014). Communicating on behalf of
global civil society: Management and coordination of public relations in
international nongovernmental organizations. Journal of Public
Relations Research, 26(2), 161-183.

Sriramesh, K. & Vercic, D. (2009). The Global Public Relations
Handbook: Theory, Research, and Practice (2nd. ed.). New York, London:
Routledge.

evaluation of teaching
Details reference subject
module nameApplied Communication: Public Relations and Communication in the context of Globalization
examination number2500574
credit points5
SWS2 (0 V, 2 Ü, 0 P)
on-campus program (h)22.5
self-study (h)127.5
obligationobligatory module
examalternative examination performance
details of the certificate

Assignments include 1) a research presention in class; 2) the presentation of an international strategic communication/campaign concept; and 3) a booklet or paper elaborating an international strategic communication/campaign concept including analysis, strategy, tactics, and administration.

alternative examination performance due to COVID-19 regulations incl. technical requirements
signup details for alternative examinationsDie Anmeldung zur alternativen semesterbegleitenden Abschlussleistung erfolgt über das Prüfungsverwaltungssystem (thoska) außerhalb des zentralen Prüfungsanmeldezeitraumes. Die früheste Anmeldung ist generell ca. 2-3 Wochen nach Semesterbeginn möglich. Der späteste Zeitpunkt für die An- oder Abmeldung von dieser konkreten Abschlussleistung ist festgelegt auf den (falls keine Angabe, erscheint dies in Kürze):
To obtain the actual deadlines for this course, plaese navigate to the course details in the degree program.
maximum number of participants
Details in degree program Master Media and Communication Science 2021
module nameApplied Communication: Public Relations and Communication in the context of Globalization
examination number2500574
credit points5
on-campus program (h)22
self-study (h)128
obligationelective module
examalternative examination performance
details of the certificate

Assignments include 1) a research presention in class; 2) the presentation of an international strategic communication/campaign concept; and 3) a booklet or paper elaborating an international strategic communication/campaign concept including analysis, strategy, tactics, and administration.

alternative examination performance due to COVID-19 regulations incl. technical requirements
signup details for alternative examinationsDie Anmeldung zur alternativen semesterbegleitenden Abschlussleistung erfolgt über das Prüfungsverwaltungssystem (thoska) außerhalb des zentralen Prüfungsanmeldezeitraumes. Die früheste Anmeldung ist generell ca. 2-3 Wochen nach Semesterbeginn möglich. Der späteste Zeitpunkt für die An- oder Abmeldung von dieser konkreten Abschlussleistung ist festgelegt auf den (falls keine Angabe, erscheint dies in Kürze):
To obtain the actual deadlines for this course, plaese navigate to the course details in the degree program.
maximum number of participants