Excerpt from course description

Strategic Communication Management


Complete course description will be ready summer 2022.

The objective of the course is to prepare students to assume leadership roles in corporate communication through combining knowledge and skills in these fields with personal competencies, analytical tools and instruments that will enable them to become strategic thinkers and innovators in communication. The course aims at increasing participants’ knowledge, skills and quality performance so that participants come away with state of the art knowledge of corporate communication from an international perspective, and insight into the use of academic theories in daily business practices. Participants will understand the intersection between corporate communication (communication processes and their outcomes, i.e. identity, image, reputation, brands) and communication management (processes of planning, organizing, staffing, executing, evaluating communication activities and campaigns; both for bringing messages across and listening).

Course content

  • Part one: Concepts and Frameworks
  1. Introduction: Challenges and opportunities of communication for businesses
  2. “Communication creates organizations”: An institutional theory perspective on the communicative constitution of organizations
  3. “Communication creates business value”: A stakeholder and shareholder perspective on the communicative contribution to the creation of business assets (reputation, identity, brand, legitimization)
  • Part two: Planning and executing communications 
  1. Communication performance: Strategic alignment and goals
  2. Situation analysis and planning: analyzing conversations, stakeholders, situations and planning communication programs and campaigns
  3. Implementing communications across paid, earned, shared, owned media
  4. Evaluating communications activities
  • Part three: Using communication insights and expertise
  1. Advising top management based on listening and monitoring
  2. Coaching employees and enabling brand ambassadors
  • Part four: Managing the communication function
  1. Assessing business models for communication departments  
  2. Accounting and controlling the communication function
  3. Future-proofing the communicative set-up of corporations


This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.