Anja von Hörsten

After having completed this module, students will be able to systematically analyze communication relationships with stakeholders, prioritize their expectations and derive suitable dialogue and feedback formats. They will be able to compare instruments of marketing management and marketing communication (classic + digital), use them in a target group-oriented manner and supplement them with sustainability requirements. Students will be able to design digital marketing strategies (e.g. content, social and performance marketing), define KPIs and critically evaluate green-/bluewashing risks. They will be able to outline the origin, purpose and structure of sustainability reporting and assess the impact of transparency on reputation, investor decisions and regulatory compliance. They will be able to select relevant reporting standards (GRI, DNK, SASB, TCFD, etc.) and EU requirements (CSRD, ESRS, EU taxonomy) according to the situation, apply them in practice and explain their interfaces with marketing. They will have defined data, process and governance structures for an auditable and comparable sustainability report, prepared key figures and created consistent draft reports. Students will have developed integrated communication and reporting concepts in interdisciplinary teams, constructively, moderate divergent stakeholder perspectives and achieve consensus-based solutions. They will have practiced presenting technical results in an appropriate manner (internal / external, analog / digital), proactively incorporating feedback and managing a continuous improvement process.