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2012/2013  BA-EOK_CC  Corporate communication

English Title
Corporate communication

Course information

Language English
Exam ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Course period Spring
4. semester
Time Table Please see course schedule at e-Campus
Study board
Study Board for BA in English and Organisational Communication
Course coordinator
  • Henrik Merkelsen - Department of International Business Communication
Main Category of the Course
  • Communication
Last updated on 16-07-2012
Learning objectives
The student should be able to:
  • demonstrate knowledge about central theories, models and methods introduced during the course
  • explain – both theoretically and empirically – the relationship between the different communication functions
  • in an adequate manner analyze empirical aspects relevant to the external communication of organizations, including how it is linked to the internal communication
  • discuss and evaluate the appropriateness of theories, models and methods in relation to empirical problems, including the connection between practice, theory and methodology
  • In the written assignment the student should be able to:
  • Demonstrate proficiency in scientific methods and communication, including:
  • - Proper use of academic language
  • - Correct use of references
  • - secure coherence in the presentation
Oral examination based on a case:
Type of test Oral with Written Assignment
Marking scale 7-step scale
Second examiner Second internal examiner
Exam period Summer Term
Aids Please, see the detailed regulations below
Duration 20 Minutes
Individual oral examination based on a 72 hours case written in groups of 2-5 students.

Length of case:
2-3 students: Max 16 standard pages (NS)
4-5 students: Max 20 standard pages (NS)

Duration of oral exam: 20 minutes including assesment

Examination language: English

Grading is based on an overall assessment of the written assignment and the performance in the oral examination.

Re-examination: Oral examination in syllabus
Duration: 20 minutes
Course content

The course introduces the student to corporate communication as an overall holistic approach to coordinate and integrate the internal and external communication of organisations. In continuation of the internal perspective on organisational communication in the course The Organisation and its communication this course will address the study of external communication with special focus on the integration of disciplines such as public relations, public affairs and investor relations. The course introduces the student to the basic elements of branding and theories that elaborate on the relationship between identity, image and reputation.

Teaching methods
The course combines lectures, class room teaching, discussion and oral/written exercises. In order to relate the course to corporate practice a part of the course will center on one or more case studies. The student must be prepared to work intensively in study groups as a part of the case preparation.
Student workload
teaching 25 hours
Preparation 82 hours
Home Assignments 30 hours
Exam 70 hours
Expected literature

Cornelissen, J. (2008): Corporate Communication. A guide to theory and practice. London: Sage

Relevant articles submittet at CBSLearn and during lessons

Last updated on 16-07-2012