Course Syllabus

 

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. The pressure to communicate clearly, consistently, and with purpose has never been greater.  

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 theoretical perspectives, case studies, and a hands-on project we will develop a deeper understanding of the strategic framework that underlies efficient and meaningful communications. The course includes two study tours, which will allow you to engage in various topics related to organizational, strategic, and personal communication and to meet professionals in the field.

Learning Objectives

After the course, students will be able to:

• Demonstrate general knowledge of communication theory and application.
• Identify key concepts and central discussions within the professional and academic fields of modern-day communication.
• Practice critical thinking in order to evaluate communication strategies.
• Develop a strategic framework for effective communication campaigns.

Core Course Instructor

Nya Oxfeldt Jensen

MA. Communication and International Development Studies, cand.comm, (Roskilde University, 2001). B.A. Business Administration, (University of San Diego, 1995). Communications Consultant, Sampension, 2001-2002. Communications Consultant, Ballerup Kommune, 2002-2011. Communications consultant, Danish Refugee Council, 2011-2017. Assistant Program Director, DIS, 2017-2020. Special Consultant, Administrations- og Servicestyrelsen, 2021-2022, Assistant Program Director in Environment, Politics and Society, DIS, currently. With DIS 2017-2020 and since 2022.

Content and Structure

The course is organised around three modules:

1. FOUNDATION: Get to know the academic field of strategic communications – key concepts, discussions, theory, and methodology.
2. STRATEGIC AND CREATIVE DEVELOPMENT: Explore different disciplines in the professional field of strategic and creative communication. Discuss terms and the philosophical, operational, and ethical implications of strategic communication in a multi-mediated world.
3. 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, field and 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 and grade rubrics for all grading elements can be found on Canvas.

Class engagement (25 %) – Attendance, level of preparation and involvement in class activities, and active participation on study tours. 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.

Critical dilemmas (25%) - Group presentation of a fictional dilemma that could be faced by a Danish brand and its communication team. 

Midterm Essay (25%) - individual essay analyzing the storytelling of a brand of your choosing using concepts discussed in class.

Semester project – Final project presentation and hand-in (25 %) ­– During the semester, you will work with your project group to create your own strategic communications campaign 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 and Århus.

Study tour to England: London.

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.