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Integrierte Unternehmenskommunikation by Schwarz, Clara

Integrierte Unternehmenskommunikation

by Clara Schwarz , Susan Hölling
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Book cover type: Paperback
  • ISBN13: 9783638654203
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 76
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 109 grams
  • BISAC Subject(s): Communication Studies

Studienarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Fachkommunikation, Sprache, Note: 2,0, Universität Leipzig (Institut für Kommunikations- und Medienwissenschaften), Veranstaltung: Seminar: Unternehmenskommunikation, Sprache: Deutsch, Abstract: Im ersten Kapitel dieser Arbeit werden Grundlagenbegriffe wie Unternehmensziel oder Unternehmenskommunikation im Allgemeinen geklärt, um den Sinn und Zweck von Integrierter Unternehmenskommunikation begreiflich zu machen. Im Anschluss folgt eine kurze Analyse, welche Faktoren und Werte Integrierte Unternehmenskommunikation immer relevanter für die Wirtschaftlichkeit eines Unternehmens werden lassen. Ab dem dritten Kapitel wird auf die eigentliche Arbeit Kirchners eingegangen, hier speziell auf ihre Vorstellung und Definition von Integrierter Unternehmenskommunikation und der Durchführung dieser.Das vierte Kapitel befasst sich mit verschiedenen Theorieansätzen aus dem kommunikationswissenschaftlichen Bereich, die verschiedene Ausgangspunkte für die Integrierte Unternehmenskommunikation bilden. Hierbei handelt es sich um den marketing-, kommunikations- und managementtheoretischen Ansatz. Darauf folgt im nächsten Kapitel dieser Arbeit ein kurzer Erläuterungsversuch des Northwestern University-Modells und seines Integrated Marketing Communications - Konzepts, welches das englische, aber stark marketingbelastete Äquivalent zur Integrierten Unternehmenskommunikation darstellt. Dieses Modell und das damit verbundene Stufenkonzept sind die Grundlage für die empirische Studie. Daraufhin folgt ein eigener Vorschlag Kirchners, wie Integrierte Unternehmenskommunikation in einer Organisation durchgeführt werden soll. Hierzu führt sie ein eigenes Modell zur integrierten Organisationsstruktur an. Um eine Grundlage für das Verstehen der empirischen Studie Kirchners zu schaffen, werden im nächsten Kapitel die einzelnen Stufen der Integration des Northwestern University-Modells vorgestellt. Anschlie end werden die Vorgeh

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