Organizations today have to deal with a varying range of stakeholders who make use of many different types of digital communication platforms, often in very vocal and aggressive ways. This course shows students how contemporary organizations identify their stakeholders, such as potential customers, current customers, journalists, bloggers and activists, and strategically manage communication with them. Through the latest theoretical perspectives and current practical case studies, students will learn how to identify the digital platforms and online communities where these stakeholders communicate with each other and with the organization. Students will work in teams to analyze actual case companies and produce strategic communication plans to solve real corporate communication problems.
- Teacher: Mark Donald Badham