Advanced Seminar Marketing, Strategy, Leadership & Management: Risk Perception and Communication

What it is about

You engage with current research on risk perception and risk communication, in particular for health, environmental, and natural hazards. In the end you can explain how people assess risks, which social mechanisms influence public discussion and stigma, and how media and communication shape the perception of risks and crises.

What you will be able to do

• Describe how individuals assess risks
• Relate to concepts from psychology, economics and marketing
• Explain social mechanisms behind public discussion and stigma
• Evaluate the role of media in the social amplification of risk
• Critically analyze consumers' perception of risk- and crisis-related information
• Develop a research design for issue management and crisis communication
• Practical application of theories of risk perception and -communication

What the module consists of

• SeminarDiscussion of research literature, presentations and case studies; central teaching method
• Practical exercisesApplication of methods and analysis in exercises and case studies

Teaching method

• PresentationsDelivery of content
• Practical exercisesApplication of methodological approaches
• Case studiesApplication to real problems
• Group discussionDeepening and critical engagement with scientific articles/ chapters