Course Syllabus
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| Semester & Location: |
Spring 2026 - DIS Copenhagen |
| Type & Credits: |
Elective - 3 credits |
| Major Disciplines: |
Communication. Business. Public Relations. |
| Prerequisite: |
None |
| Faculty Members: |
Nichole Allem & Louise Blaabjerg Christoffersen contact via Canvas inbox |
| Time & Place: |
Tuesdays 14:50-17:45 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 Danish 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, case studies, and a hands-on strategic project, students will analyze and design communications that are both effective and ethically grounded.
The course also offers 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.
Grade Components
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 field studies.
Midterm Essay (25%) – An essay and small group presentation and discussion.
Crisis/Reputation Management Presentation (15%) – Working in your assigned group, choose a real-life crisis or reputational risk that you find interesting and prepare a short presentation for the class. The crisis or reputational issue may come from any sector (public, private, NGO). It can be a public figure, an organization, or a brand.
Semester project presentation and written assignment (35%) – At the end of the semester, you will work in assigned groups to create a strategic communication plan and presentation responding to a (fictional) challenge to a Danish organization.
A Note on Engagement:
This class requires a high level of motivation and active participation in class. Attendance is mandatory. The following is expected from students to achieve an "A" grade:
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Active and voluntary participation in class discussions and/or at least every second class, post a reflection on class in the "Discussions" tab on Canvas
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Having prepared properly for every class
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Being able to address the readings critically during class, thus displaying a good understanding of the subject matter
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Being able to collaborate well with your assigned groups
If you are unable to attend class, you must notify your instructors in advance. We allow computers and mobile phones in class PURELY for note-taking purposes. In case of other uses such as social media, texting, e-mails or internet surfing, it will have a negative impact on your engagement grade.
Class Engagement is worth 25% of the final grade.
Required Readings
Required readings are specified under each class in the course calendar. All required readings can be found in the course's textbook. The textbook is available as an e-book under Modules on Canvas.
Holtzhausen, Fullerton, Lewis, Shipka 2021: Principles of Strategic Communication, Routledge
Note: 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.
Course Policies:
Academic Honesty: Plagiarism and Violating the Rules of an Assignment - DIS expects that students abide by the highest standards of intellectual honesty in all academic work. DIS assumes that all students do their own work and credit all work or thought taken from others. Academic dishonesty will result in a final course grade of “F” and can result in dismissal. The students’ home universities will be notified. DIS reserves the right to request that written student assignments be turned in electronic form for submission to plagiarism detection software. See the Academic Handbook for more information, or ask your instructor if you have questions.
Attendance – You are expected to attend all DIS classes when scheduled. If you miss multiple classes the Director of Teaching and Learning, and the Director of Student Affairs will be notified and they will follow up with you to make sure that all is well. Absences will jeopardize your grade and your standing at DIS. Allowances will be made in cases of illness.
Specifically:
- An unexcused absence is any absence not due to illness AND not notified to the instructors in advance of class, unless specifically agreed otherwise with the instructors in advance.
- A late arrival is any case where you are not ready to start class at the designated time (i.e. coming through the door at start time will count as a late arrival).
Your Class Engagement grade will be docked 10% for two unexcused absences and 10% for each additional unexcused absence. Your Class Engagement grade will be docked 5% for 3 late arrivals, and an additional 5% for each subsequent late arrival.
Late Assignments: 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.
Artificial Intelligence: Although AI tools are valuable, they should support human creativity and critical thinking, not replace them. Therefore, the use of AI tools like ChatGPT is permitted within defined contexts if you include proper attribution. Usage outside of the predefined contexts and without attribution will be considered a breach of our Academic Honesty Policy.
Disability and Resource Statement Any student who has a need for accommodation based on the impact of a disability should contact the Office of Academic Support (acadsupp@dis.dk) to coordinate this. In order to receive accommodations, students should inform the instructor of approved DIS accommodations within the first two weeks of classes.
Academic Regulations
Please make sure to read the Academic Regulations on the DIS website. There you will find regulations on:
Schedule: Schedule is subject to change if necessary with as much notice as possible.
Class Policy on Audio and Video Taping and Distribution: Any audio or video recordings produced during this class, as well as any recordings posted to online class sites such as Canvas, may not be exchanged or distributed for commercial purposes, for compensation, for posting on social media sites, or be used for any other purpose other than for study by students enrolled in this class. In addition, distribution or sharing of course materials (including instructor PowerPoint slides) may constitute copyright infringement.
Course Summary:
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