PhD Program in Communication and Media Studies

In this course, students are introduced to communication controlling as a key concept in Strategic Public Relations and strategic communication. After the course, the Ph.D. Students shall be acquainted with the theoretical framework for communication controlling as well as its practical implementation. Special attention is paid to the alignment of strategy and controlling. Students will be equipped with an in-depth understanding of applied social research as a means of evaluating strategic communication programs, knowledge on how social research contributes to strategic communication planning as well as strategic communication evaluation, an in-depth understanding of established methods and tools of communication controlling, i.e. systematic, integrated, both formative continuous and summative evaluation against the backdrop of communication strategy and the ability to systematically derive a communication strategy from an organizational strategy or business strategy.