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Beyond Information: Exploring Engaging Stakeholder Communication

Summer School of Business, Economics and Management, 10 ECTS
Economics, commerce, management and accounting

Institution Aarhus University (AU)
Campus Aarhus
Duration 3 weeks
Tuition per term (Non-EU/EAA/CH) 1704 EUR
Tuition per term (EU/EAA/CH) 680 EUR

For three decades - ever since the appearance of Grunig and Hunt’s (1984) two-way symmetric model of public relations – scholars and practitioners have grappled with the concept of dialogue, and how it might provide mutual benefits for, and respect between, organizations and their stakeholders.  This concern has not diminished over time. As stakeholder guru Freeman argues in his book Stakeholder Management (2010), the importance of stakeholder relationships is increasing as the business environment becomes ever more complex, uncertain, and turbulent. Stakeholder power is of course also being fuelled by the increased use of Internet and, more specifically, social media platforms.

The aim of this course is to provide you with a constructive learning environment in which to gain insights into current theories surrounding dialogue and stakeholder engagement, and, not the least, to explore real life examples of organizational attempts to incorporate dialogue and engagement in their communication efforts. Cases will stem from a range of settings, including campaigns, citizen participation efforts and social media sites.  They will illustrate, for example, the bridging strategy in issues management, stakeholder management in CSR strategy formation, web 2.0/social media as a forum for dialogue, staff participation in internal communication, and public participation in government policy work. 

The knowledge and experience gained in this course is intended to strengthen your ability not only to critically evaluate communication practices which aspire to engage, but also to adopt a dialogic mindset which can inspire engaging solutions to communication challenges.

About the Degree

This is a summer course that counts 5 or 10 ECTS. 


  • You must be enrolled in a university programme at the time of the AU Summer University
  • If you are applying for admission to AU Summer University courses at the Master level, you must hold a relevant Bachelor's degree (or as a minimum 180 ECTS in your study programme
  • The application deadline is March 15th


The tuition fee varies from course to course. Find the price on the individual course page. Find more information here

For Further Information

You can find more information on the programme here
If you have any questions regarding the programme please write


Application date
Mar 15
Start date
Jul 04


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