Intercultural Communication for Nation Branding and Public Diplomacy
Course code
KOI7054.FK
old course code
Course title in Estonian
Kultuuridevaheline kommunikatsioon riigi brändi loomiseks ja avalikuks diplomaatiaks
Course title in English
Intercultural Communication for Nation Branding and Public Diplomacy
ECTS credits
3.0
Assessment form
Examination
lecturer of 2023/2024 Spring semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
lecturer of 2024/2025 Autumn semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
Course aims
The course aims to introduce students to the communicational and intercultural issues of public and cultural diplomacy through a cross-disciplinary approach in political science and marketing.
Brief description of the course
Based on case studies and group work, this course aims to develop students' awareness of intercultural communication issues related to the European Union strategy for soft power. We will present the geopolitical environment of the European Union, explore the complex issue of the European Union external policy and its relation to European countries' various strategies while examining how soft power is understood and implemented by the European Union and its members. The course will cover core concepts such as soft power, influence, coopetition, nation branding, public diplomacy, international communication, and will emphasize the role of both traditional and new communication means for soft power in the evolving international context.
Learning outcomes in the course
Upon completing the course the student:
- is able to distinguish between the political, economic and communicational approaches of countries’ international influence;
- can determine the strategic dimension of soft power, public diplomacy and cultural relations as well as the economic and communicational dimensions of nation branding;
- analyses and chooses adequate variables to measure countries’ soft power and nation branding;
- analyses EU foreign policy towards neighbourhood and how cultural diplomacy is integrated into EU’s external action;
- analyses a diversity of culture and offline/online communication actions of countries positioning themselves on the international stage, inside or outside the EU’s networks;
- is able to build a communication strategy for soft power and nation branding of a chosen country towards the international audience or a target in a specific country.
- is able to distinguish between the political, economic and communicational approaches of countries’ international influence;
- can determine the strategic dimension of soft power, public diplomacy and cultural relations as well as the economic and communicational dimensions of nation branding;
- analyses and chooses adequate variables to measure countries’ soft power and nation branding;
- analyses EU foreign policy towards neighbourhood and how cultural diplomacy is integrated into EU’s external action;
- analyses a diversity of culture and offline/online communication actions of countries positioning themselves on the international stage, inside or outside the EU’s networks;
- is able to build a communication strategy for soft power and nation branding of a chosen country towards the international audience or a target in a specific country.
Teacher
Mylène Hardy