| Academic year: | 2010-2011 |
| Course code module | 1MCW_S10 |
| Semester: | 1st semester |
| Credits: | 6 |
| Study load (hours) | 168 |
| Theory (hours): | 40,00 |
| Practice/Exercises(hours): | 5,00 |
| Other (hours): | |
| Part-time program: | 1/2 |
| Instructor(s) | Michel Walrave
|
| Language of instruction: | Dutch |
| Semester exam information: | exam in the 1st semester |
| Contract restriction information: | |
1. Prerequisites
*Algemene competenties
Preliminary knowledge of communication management (organisational communication and corporate communications) is required of students who wish to follow this course.
*Sequentiality
None
2. Objectives (expected learning outcomes)
- The student gains insight into the different types of public and social profit communication.
- The student situates and discusses theories about and regulation of public communication.
- The student discriminates between the different tools that can be used by public and social profit organisations for external communication.
- The student identifies the objectives, ptifalls and success factors of different communication tools.
- The student formulates a well-argued advice about the choice for and/or the application of an external communication tool.
3. Course content
In this course students get acquainted with theory and practice of public and social profit communication.
The course starts by outlining the definitions, context and evolution of public and social profit communication. The following topics are discussed: what can be defined as public communication? how has public communication evolved? how is public communication regulated? Which different types of public and social profit communication can be discerned?
Next the different types of communication are analysed, a.o.: corporate communication, information/recommendation, crisis communication, e-government, city and place marketing.
Finally attention is given to the organisation and practice of public and social profit communication. Special attention is given to the specific characteristics of social profit organisations and their impact on the communication processes.
4. Teaching method
Direct contact: LecturesTutorials
5. Assessment method
Exam: Written, without oral presentationClosed bookOpen questions
6. Compulsory reading – study material
Slides and texts are provided (cf. Blackboard).
7. Recommended reading - study material
Slides and texts are provided (cf. Blackboard).
8. Tutoring
Questions related to this course can be asked in class, via the Blackboard forum, and after making an appointment.
Information on the exam is provided on Blackboard. The written exam comprises an essay question and short answer questions. With the essay question we want to check the learning goals with regard to the insight in different communication types and tools. When answering the short answer question students have to show their knowledge of theoretical concepts and models.
The students receive a sample exam that will be discussed in the final session of the course.