From Organisational Strategy to Communication Strategy (Master)

• The basic theories behind effective communication • The process between strategy and communication strategy • Communication plan that includes both traditional and digital channels • Communication analyses and positioning exercises • Target group analyses • Indicators and performance analyses • The use of AI in communication planning

The student • Can perform a thorough analysis of the current situation and organizational strategy to define the goal of the communication work and link to the communication strategy. • Can make a positioning for the communication based on competitor analysis. • Knows how to analyze external factors that affect communication, such as new trends, political or legal changes. • Can identify and analyze their target group and divide the market into smaller segments. • Knows how to create a detailed action plan that includes activities, channel selection, content, schedule, and budget. • Knows how to use AI in communication work. • Can follow up and evaluate the effectiveness of the communication strategy.