CPT-12306 Introduction to Strategic Communication


Credits 6.00

Teaching methodContact hours
Independent study
Course coordinator(s)ir. CDM Steuten
prof. dr. MNC Aarts
Lecturer(s)prof. dr. MNC Aarts
ir. CDM Steuten
Examiner(s)prof. dr. MNC Aarts

Language of instruction:


Continuation courses:

All CPT-courses.


Why do people say what they say? How can miscommunication be explained? What are the communicative principles for advertising? How can conflicts be solved, and negotiations be defined? What is the role of daily conversations for change and innovations? And what is the meaning of social media? These questions and more are leading in this course. The starting point is the idea that communication processes are to be understood before we can solve communication problems. A large overview is offered of the most important theories and insights of strategic communication in the context of change. During the lectures the meaning of strategic communication will be discussed with regard to concrete problems related to life science issues, for instance, climate change and water management, sustainable food production and consumption, international development or the development of new technologies.
In addition, BCW students will get an introduction into the use of the Wageningen digital environment and the Wageningen library as well as into the critical assessment of literature.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- remember the most important concepts and theories of strategic communication for change and innovation;
- apply these concepts and theories for explaining communication practices;
- apply these concepts and theories for designing communication activities;
- analyse a communication issue in a paper with the help of well-chosen concepts and theories;
- use the Wageningen digital environment;
- acquire and assess information by using Wageningen Desktop Library;
- apply the rules for proper referencing.


- lectures;
- writing an essay;
- group discussions;
- literature study.


- written exam (67%);
- essay (in pairs; 33%).
To pass a minimum of 5.00 for each component is required.


Aarts, N., C. van Steuten en C. van Woerkum (2014). Strategische communicatie principes en toepassingen. Assen: Koninklijke van Gorcum 3ed. 2014.

Compulsory for: BINInternational Development StudiesBSc1MO
BCLCommunication and Life SciencesBSc1MO
BGMHealth and SocietyBSc1MO
Compulsory for: WUSLSBSc Minor Sociology for Life Science Students1MO
WUCHSBSc Minor Communication, Health and Society1MO
Restricted Optional for: WUCCHBSc Minor Communication for Change1MO