Strategic Communication Management in the Age of AI

Strategic communication is the planned process through which organisations design and manage communication to engage stakeholders, shape social evaluations, and build relationships that support organisational purpose and long-term strategic goals. The advent of algorithmic and generative artificial intelligence (AI) is redefining the roles, processes, and practices of strategic communication in unprecedented ways. Beyond offering tools that enhance efficiency, AI is fundamentally transforming how communication is envisioned, produced, distributed, and evaluated. Moreover, generative AI systems are themselves emerging as a new category of stakeholders: both as agents that convey the corporate voice and as influential intermediaries that shape organisational images and affect the construction of legitimacy and reputation. This course addresses these developments by examining how AI intervenes in strategic communication planning across its key phases, from strategy formulation to tactical execution. 

The course will enable students to:
•    Understand the key functions and processes of strategic communication for organisations.
•    Learn how AI influences strategic communication planning, execution and evaluation.  
•    Critically assess the changing role of strategic communication in organisations with the advent of AI, including its benefits and risks.
 

In presence

The course integrates theoretical frameworks with real-world organisational applications, combining lectures with case analysis, teamwork, and class discussion. In light of the rapid advancements in the field of artificial intelligence, selected book chapters, academic and professional readings, and illustrative examples will be made available on the iCorsi platform prior to the start of the course.

•    70% Individual written exam
•    30% Group work 
To pass the course and have the group work grade included in the final grade, each student must achieve a minimum grade of 5 out of 10 in the individual written examination. Detailed evaluation criteria are provided at the beginning of the course.