Transnationally operating organizations as well as highly mobile individuals working in communications need to be aware of and flexibly orient themselves to the specific local environment. The course will equip students with theoretical frameworks to assess in which ways culture is relevant at the different levels of intercultural PR and global communications. Furthermore, students will be familiarized with analytical tools and resources which enable them to characterize the specific framework conditions for a region.

The students will explore the impact of culture in case studies in relation to examples of countries, regions, and fields of communication (e.g., CSR communication, crisis communication, place branding or public diplomacy, etc.) of their choice.

On successful completion of the course, students will be able to: 

1) recognize the impact that the socio-cultural environment can have on organizations and their communication with various stakeholders.

2) discuss the challenges organizations and their members face when they are communicating with or in different national cultures.                                                                                                                                

3) describe common approaches and tools used by organizations to address these challenges, and use them appropriately.                                                                                                                                                   

4) implement culturally sensitive communication strategies and tools for different areas of organizational communication.

minimum of 80 % attendance

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Göke, Regina ; Thielemann, Nadine