1976 External Business Communication
Assoz.Prof Priv.Doz.Dr. Ursula Lutzky
Weekly hours
Language of instruction
11/23/21 to 11/25/21
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 11/29/21 03:30 PM - 06:00 PM Online-Einheit
Wednesday 12/01/21 03:30 PM - 06:00 PM Online-Einheit
Monday 12/06/21 03:30 PM - 06:00 PM Online-Einheit
Monday 12/13/21 03:30 PM - 06:00 PM Online-Einheit
Wednesday 12/15/21 03:30 PM - 06:00 PM Online-Einheit
Monday 12/20/21 03:30 PM - 06:00 PM Online-Einheit
Wednesday 12/22/21 03:30 PM - 06:00 PM Online-Einheit
Monday 01/10/22 03:30 PM - 06:00 PM TC.4.17
Wednesday 01/12/22 03:30 PM - 06:00 PM TC.4.17
Monday 01/17/22 03:30 PM - 06:00 PM TC.4.17

The module External Business Communication aims to introduce students to the different facets of communication between organizations and external stakeholders. It builds on applied research into diverse channels of communication, communication processes and formats that are used by organizations when addressing the general public but also other stakeholder groups, such as customers, investors, the media, government agencies as well as non-profit organizations.

The topics covered pertain to different levels of external business communication. Building on a general introduction to external stakeholder communication, this module discusses interactions between corporations’ management and specific stakeholder groups in the form of, for example, annual reports, mission statements or press releases. Additionally, it explores topics such as persuasive communication, crisis communication, as well as sustainability and corporate social responsibility. By studying linguistic, stylistic and communicative theories and methods, students are granted detailed insights into the nature of text types and communication formats that are used in external business communication. The module focuses in particular on recent developments in business communication, such as digital business discourse and the strategic use of social media. As part of the specialization International Business Communication, it also creates awareness for the linguistic expectations of stakeholders from different cultural backgrounds and engages with the norms and differences in cross-cultural communication.

Learning outcomes

After successfully completing this course, students will be able:

  1. to explain and evaluate key terminology, theories, concepts and methodologies as they relate to the study of external business communication.
  2. to apply their knowledge of concepts and terminology to the analysis of a variety of textual forms, identifying and discussing the main communicative and linguistic features of texts from the field of external business communication.
  3. to communicate their findings clearly, fluently and effectively, and to present arguments in a professional and engaging manner, drawing on relevant scholarly sources to support their discussion.
  4. to critically assess relevant discourses, and to identify issues and make effective decisions in external business communication.
Attendance requirements

As with all PI courses, attendance is a requirement to pass this course. As a special concession, you may miss up to 2 meetings of your LV. However, if you miss a third, you will automatically fail the course. This condition applies whatever the reasons for your absences may have been.

Teaching/learning method(s)

External Business Communication is taught over ten sessions in which five broad subject areas are discussed: stakeholder communication, branding, digital communication, customer communication, and crisis communication.


External Business Communication is a PI class, which means that you need to satisfy the attendance requirement mentioned above (see 'Regelung zur Anwesenheit'). Assessment and your final score are made up of three elements: 

  • preparation for and application of studied materials in class (20%)
  • research report (40%); in groups
  • poster presentation based on a case study (40%); in groups

Grade scale:

Less than 60 percent: 5
60 and above: 4
70 and above: 3
80 and above: 2
90 and above: 1

Prerequisites for participation and waiting lists

The only formal requirement for course III External Business Communication is completion of course I Key Concepts of the Specialisation in International Business Communication.

1 Author: Erika Darics and Veronika Koller

Language in Business, Language at Work

Publisher: Macmillan
Edition: Several copies are available in the library (Lehrbuchsammlung)
Remarks: You will also require this book for course II Internal Business Communication and you should be able to draw on it for course IV Intercultural Business Communication.
Year: 2018
Content relevant for class examination: Yes
Recommendation: Essential reading for all students
Type: Book
Recommended previous knowledge and skills

The only formal requirement for course III External Business Communication is completion of course I Key Concepts of the Specialisation in International Business Communication.

Availability of lecturer(s)

You can contact your instructor Dr Ursula Lutzky immediately before or after class, by email (, and during her office hours (see

Unit details
Unit Date Contents

Introduction & Stakeholder Communication I


Stakeholder Communication II


Branding I


Branding II


Digital Communication I


Digital Communication II


Customer communication I


Customer communication II


Crisis Communication I


Crisis Communication II

Last edited: 2021-11-25