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Communication concepts for the UNICEF project “Children’s Rights School”

January 12, 2022

How marketing communication can be perfectly combined with the Sustainable Development Goals (SDG) in lectures is demonstrated by the case study on the project “Children’s Rights School”, which was created in cooperation with UNICEF.

Study Real Business” is a top priority at FHWien der WKW. In particular, case studies from real business life serve as a basis for applying the newly acquired knowledge. Thus, a digital case study with videos and briefing materials on the topic of marketing & PR was created with UNICEF Austria in the fall of 2021. In coordination with Lisa Heidegger-Haber, alumna of the Master’s program in Communication Management, who is responsible for PR and communication at UNICEF, David Dobrowsky and Birgit Schaller from the Competence Center for Marketing conducted interviews with Managing Director Christoph Jünger, MBA, and Head of Advocacy Corinna Geißler. The result is exciting input material that can be used very profitably for lectures.

Practice-oriented academic education aligned with SDG topics

Thus, the first-year students of FHWien der WKW’s Bachelor’s program in Corporate Communication were able to apply their newly acquired know-how in the areas of marketing and PR to this real-life case during the lecture taught by Simone Zwickl, Academic Expert & Lecturer Strategic Communication, and David Dobrowsky, recently Head of the Bachelor’s program in Corporate Communication. The task was to design communication concepts for the “Children’s Rights School project, which is to be launched by UNICEF in the fall of 2022 with the first schools. The aim of the project is to anchor the UN Convention on the Rights of the Child in the classroom and in everyday school life.

“This UNICEF case is perfect to experience the interfaces and differentiation of marketing and PR on a practical example. In addition, the case fits perfectly into FHWien der WKW’s plan to integrate SDG topics into lectures,” states David Dobrowsky, Head of the Bachelor’s Program in Corporate Communication.

Florian Hadatsch, who is responsible for advocacy & children’s rights at UNICEF Austria, joined the students’ online presentation of  their communication concepts:

“I am thrilled by the professional and creative presentations of the students of FHWien der WKW. It was inspiring to see the commitment and empathy with which they dealt with our ‘Children’s Rights School’ program. We can incorporate many of the ideas into our further work.”

Pioneer in Corporate Responsibility

Since 2021 FHWien der WKW is pioneer in Corporate Responsibility. Business Ethics and Corporate Governance are established as compulsory subjects in the curricula of all business management programs. The strategic focus on sustainability and the UN’s Sustainable Development Goals (SDG) permeate the lectures as an essential component. FHWien der WKW’s goal is to develop students to managers who think and act in an economically, ecologically and socially sustainable way.

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