Course Syllabus
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| Semester & Location: |
Fall 2025 - DIS Copenhagen |
| Type & Credits: |
Core Course - 3 credits |
| Core Course Study Tours: |
Odense, Denmark and Munich, Germany |
| Major Disciplines: |
Communication. Business. Public Relations. |
| Prerequisite: |
None |
| Faculty Members: |
Nichole Allem & Louise Blaabjerg Christoffersen contact via Canvas inbox |
| Time & Place: |
Mondays & Thursdays 16:25-17:45 Classroom: F24-203 |
Course Description
Every message sends a signal — whether you intend it to or not. The key is making sure your communication builds trust, advances your goals, and resonates with the right audience. In a time defined by rapid communication and information flow, organizations face the challenge of cutting through noise, navigating reputational risk, and connecting authentically with global audiences. From social movements to supply chain disruptions, the pressure to communicate clearly, consistently, and with purpose has never been greater.
This course explores how leading brands and organizations craft and manage strategic communications in a rapidly evolving environment. We examine how narratives are built, how reputation is managed in times of crisis, and how communication strategies must adapt to cultural, political, and technological shifts. Through a blend of theory, real-world case studies, and a hands-on strategic project, students will analyze and design communications that are both effective and ethically grounded.
The course also includes two study tours, offering students the opportunity to meet communications professionals across industries and explore how strategic messaging is applied in practice — from public institutions to private-sector brands.
Learning Objectives
After completing this course, students will be able to:
- Apply foundational communication theories to real-world brand and organizational contexts.
- Analyze how leading organizations craft narratives, build trust, and manage reputation in a global environment.
- Critically evaluate communication strategies in the face of cultural, political, and technological change.
- Develop a strategic communication plan that aligns messaging with brand purpose, audience insights, and contextual dynamics.
- Reflect on the ethical dimensions of strategic communication and the responsibilities of communicators in shaping public perception.
Core Course Instructors
Nichole Allem:
Louise Blaabjerg Christoffersen:
Louise Blaabjerg Christoffersen is a strategic communicator with over a decade of experience helping organisations—from think tanks to businesses and public institutions—find the right story and tell it so it gets heard. Strategic communication has been the cornerstone of her work, guiding her approach to campaigns, outreach, and public engagement. Louise has served as Communications Lead for Local Outreach at Innargi (2023–2025), led public sector and campaign strategy as Director and Senior Communications Advisor at Radius CPH (2017–2023), worked as Analyst and Project Manager at the Danish think tank Mandag Morgen (2014–2017), and taught as an External Lecturer at Copenhagen Business School’s Department of Business Humanities and Law (2018–2023). She holds an MSc in Political Communication and Management from Copenhagen Business School (2015) and a B.A. in International Business Communication from Aarhus University.
Content and Structure
The course is organized around three areas:
- FOUNDATION: Get to know the academic field of strategic communications – key concepts, discussions, theory, and methodology.
- STRATEGIC AND CREATIVE DEVELOPMENT: Explore different disciplines in the professional field of strategic communication and brand management. Discuss terms and the philosophical, operational, and ethical implications of strategic communication in a multi-mediated world.
- OPERATION: Use the knowledge gained in class in own projects, case presentations and feedback.
Throughout the semester, short lectures are combined with student presentations, group work, case studies, and in-class activities.
Group Work
Participation in group work is mandatory, and your ability to work in a group setting will influence the engagement grade.
Grading Elements
Specific assignments in each element can be found on Canvas.
Class engagement (25 %) – Attendance, level of preparation and involvement in class activities, and active participation on study tours.
Midterm Essay/Group Discussion (25%) – A two-page essay and small group discussion.
Take-home test (15%) – A multiple choice and/or short answer questions.
Semester project – Final project presentation and hand-in (35%) – Towards the end of the semester, you will work with your project group to create your own strategic communication plan targeting a real-world challenge. In the final presentation, you must reflect on your strategic choices and put forth solid academic arguments, including thoughts on target groups, and connect them to theoretical concepts discussed in class.
Study Tours
Being a core course, Strategic Communication includes two study tours:
Core course week study tour in Denmark: Odense
Long study tour to Germany: Munich
On the study tours, we take the classroom on the road and meet practitioners working in the field of strategic communications. You will be expected to actively participate in all scheduled activities, engage in discussions, ask questions, and contribute to achieving the learning objectives.
You will travel with your classmates, DIS faculty and staff. While on a program study tour, DIS will provide hostel/hotel accommodation, transportation to/from the destination(s), and approx. two meals per day as well as entrance fees, guides, and visits relevant to your area of study or the destination.
You will receive a detailed itinerary prior to departure. See Course Plan for travel dates.
Required Readings
Required readings are specified under each class in the course calendar.
All required readings can be found in the course's textbook:
Holtzhausen, Fullerton, Lewis, Shipka 2021: Principles of Strategic Communication, Routledge
The textbook is available as an e-book under Modules on Canvas.
Supplementary readings, videos, and other materials may be added to each class as the course progresses.
You are expected to follow the news and stay updated on current events to the extent that you will be able to discuss these from a communications’ perspective.
Academic Regulations
Please make sure to read the Academic Regulations on the DIS website. There you will find regulations on:
Tests and assignments: Late submission
Day 1 late – 10 point automatic reduction.
Day 2 late – 10 point automatic reduction.
Assignment can no longer be accepted beyond day 2 resulting in 0 points.
DIS - Study Abroad in Scandinavia - www.DISabroad.org
Course Summary:
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