Creating value is one of the core tenets of every succesful enterprise. As a professional organizational function, corporate communications need to contribute to value creation by applying communication strategically, that is in a purposeful way that helps the organization achieving its goals. The core content of this course will thus be the question, how communications contribute to corporate value creation. Volk et al. have suggested that corporate communications can be an important driver of a succesful business, if they enable organizational operations, build intangibles, ensure flexibility and adjust strategy according to the circumstances. To tackle these major areas, the seminar will also consider storytelling as a strategic tool, the alignment of communication and strategy, the makeup of value creating comms units, based on foundational literature on values and strategic communication. All of this will be considered against the background of practical examples that highlight how communications can be managed and steered.

Attendance is mandatory. Students can miss one session without good cause.

The course is a mix of the following components:

• introduction lectures on strategic communication, values and corporate storytelling
• reading, presentation and discussion of core research papers in the field of strategic communication
• design of communication functions in a fictitious company

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