CPT-12306 Introduction to Strategic Communication

Course

Credits 6.00

Language of instruction:

Dutch

Continuation courses:

All CPT-courses.

Contents:

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 understood? What is the role of daily conversations for change and innovation? And what role do social media play in processes of communication and change? 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 effectively use communication for innovation, change and problem solving. A large overview is offered of the most important theories and insights of strategic communication in the context of innovation and change in life science contexts. 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.

Activities:

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

Examination:

- written exam (67%);
- essay (in groups of two or three students; 33%).
To pass a minimum of 5.00 for each component is required.

Literature:

Noelle Aarts, Chantal Steuten en Cees van Woerkum (2014 of 2015). ‘Strategische communicatie, principes en toepassingen. Assen, Koninklijke Van Gorcum, derde of vierde druk.