Prof. Dr. Franz-Rudolf Esch
One can not not communicate; Companies and brands are always on air, however, the question occurs how communication must be designed in order to influence customers and other stakeholders in a goal-oriented manner.
Students gain insights into the relevant market and communication conditions. Based on these insights the right targets and strategies for a successful communication are derived and implemented by means of social techniques striving for effective communication activities.
In this scope, a conceptual framework for an effective steering of agencies is conveyed and will be trained in interactive case studies. Ultimately, students will be enabled to develop and implement successful and integrated communication concepts which ensure a consistent and seamless experience at all touchpoints along the customer journey.