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Cursus: 202000276
202000276
Stakeholder & reputation management (P)
Cursus informatie
Cursus202000276
Studiepunten (ECTS)5
CursustypeOnderwijseenheid
VoertaalEngels
Contactpersoondr. J.F. Gosselt
E-mailj.f.gosselt@utwente.nl
Docenten
Docent
dr. J.F. Gosselt
Contactpersoon van de cursus
dr. J.F. Gosselt
Docent
S.R. Jansma
Docent
J.K. Lukkien
Collegejaar2020
Aanvangsblok
2A
AanmeldingsprocedureZelf aanmelden via OSIRIS Student
Inschrijven via OSIRISJa
Cursusdoelen
At the end of the course, students will be able to… (between brackets the number of the corresponding intended learning qualification of the programme):
  1. argue what organizational identity is, what it consists of, and possibly affects (1.3, 3.6, 4.1, 4.2, 4.5);
  2. perform and analyse a reliable and large scale comparative international media analysis taking into account all the relevant stakeholders (2.3, 2.4, 4.4);
  3. design a public relations campaign taking into account relevant framing and reputation principles (1.3, 2.5, 2.6, 4.1, 4., 6.5);
  4. write and present a professional and persuasive consultancy report for a client (2.6, 3.6, 4.1, 4.2);
  5. operate constructively in a project team, evaluate the effectiveness of the project team and one’s own role(s) within the team (4.5, 4.6, 4.7, 4.8, 4.9).
Inhoud
Preparing students on the possible future role of consultant or public relations officer, in this course, students (in a group) will first set up their own communication agency while paying attention to identity management principles including mission, vision, strategy and core values. Then, their agency is competing to be hired by a tech company as their primary PR consultant. This tech company wants to know more about the general sentiment regarding the innovation it develops. By means of a large-scale big data media analysis students therefore investigate the sentiment among relevant stakeholders in the public discourse. This media analysis is then the input for a Public Relations plan (Challenge 3P1), which is based on the pros and cons of the innovation according to relevant stakeholders and informs the possible client about how to address the most relevant stakeholders. Both the unique identity proposition of the newly founded agency and the proposed PR plan (based on the media analysis) will serve as input for the tech company in making the decision as to which agency will be hired. Finally, at the end of the project, students will look back on the project and assess their performance as well as that of other group members (Challenge 3P2).
Voorkennis
202000277 Public relations of innovations (T)
202000278 Big data & text mining (R)
202000279 Media framing & crisis response (S)
Participating study
Bachelor Communicatiewetenschap
Module
Module 3
Verplicht materiaal
-
Aanbevolen materiaal
-
Werkvormen
Project begeleid
AanwezigheidsplichtJa

Werkcollege
AanwezigheidsplichtJa

Toetsen
3P1: Group assignment PR plan

3P2: Individual process assessment

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