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MART 811 Strategic Communication and Engagement
The sustainable success of companies depends on shaping the environment in their favor and the prevention of situations that may develop against them. For this reason, the relations to be maintained with external stakeholders that will shape the future of the company should be placed on a strategic basis. Understanding the mind map of stakeholders, gaining trust and credibility will bring strong reputation. If done successfully, strategic communication has the power to influence decision makers in line with company interests by creating a reliable, respected and positive perception. Identifying and understanding the mind map of stakeholders, learning basics of perception and persuasion will lead to craft a strategic communication plan. One emerging lever of communication is doing it through digital channels which will bring more impact. Why and how to use digital channels for strategic communication will be discussed. This also will give an opportunity to analyze what platform organizations are like, what do they differently and how.
SU Credits : 3.000
ECTS Credit : 6.000
Prerequisite : -
Corequisite : -