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2010/2011  BA-2CCI  Corporate communication

English Title
Corporate communication

Course Information

Language English
Point 10 ECTS (300 SAT)
Type Mandatory
Level Bachelor
Duration One Quarter
Course Period Spring . Third Quarter
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BA in Information Management
Course Coordinator
Rob Veitch
Main Category of the Course
  • Communication

Taught under Open University-Taught under open university.
Last updated on 29 maj 2012
Learning Objectives
At the exam students should be able to:
• Explain the concepts as presented in the curriculum, their interdependence and their significance to an empirical case.
• Recognize corporate communication issues in organizations and apply organizational communication concepts, models, and theories to resolve such issues.
• Relate corporate communication practices and processes to information design and information architecture issues.
20 min Individual oral exam based on group paper
Exam Period May/June
Individual oral exam in curriculum based on a paper written in groups. One grade is given, reflecting an overall assessment of the paper and the oral examination.

The regular exam is in March, and re-examination is in March/April.
Prerequisites for Attending the Exam
Course Content

The course is structured around lectures that develop the core themes of corporate communication. We will review case studies of how organisations manage communication.

Students will examine important corporate communication areas such as corporate identity and corporate image, branding, public relations, integrated marketing communications, and new communication technologies. The course focuses on how these areas work together to achieve organisational objectives. Students will focus on communication strategies and tactics and review the components of a corporate communication plan.

Throughout the course, students are encouraged to apply the concepts presented to real corporate settings and experiences.



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Riel, C.B.M. van, & Fombrun, C. J. (2007). Essentials of Corporate Communication: Implementing Practices for Effective Reputation Management. Abingdon: Routledge


Aaker, D.A. (2004). Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity. New York: Simon & Schuster. (pp. 36-64)

Alvesson, M., & Willmott, H. (2002). Identity Regulation as Organizational Control: Producing the Appropriate Individual. Journal of Management Studies, 39(5), 619-644.

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and Researching Employer Branding. Career Development International, 9(5), 501-517.

Balmer, J.M.T. (2008) Identity Based Views of the Corporation: Insights from Corporate Identity, Organisational Identity, Social Identity, Visual Identity and Corporate Image. European Journal of Marketing, 42(9-10), 879-906.

Cornelissen, J.P., & Elving, W.J.L. (2003). Managing Corporate Identity: An Integrative Framework of Dimensions and Determinants. Corporate Communications: An International Journal, 8(2), 114-120.

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Forman, J., & Argenti, P.A. (2005). How Corporate Communication Influences Strategy Implementation, Reputation and the Corporate Brand: An Exploratory Qualitative Study. Corporate Reputation Review, 8(3), 245-264.

Helm, S. (2007). The Role of Corporate Reputation in Determining Investor Satisfaction and Loyalty. Corporate Reputation Review, 10(1),22–37.

Ihator, A. S. (2001). Communication Style in the Information Age. Corporate Communications: An International Journal, 6(4), 199-204.

Jones, E., Watson, B., Gardner, J., & Gallois, C. (2004). Organizational Communication: Challenges for the New Century. Journal of Communication, 54(4), 722-750.

Mohr, I., & Chiagouris, L. (2005). Get the word out. Marketing Management, 14(4), 51–54.

Olins, W. (2003). Wally Olins. On B(R)and. London: Thames & Hudson. (pp. 12-27 & 46-69)

Orlitzky, M., Schmidt, F. L., & Rynes, S.L. (2003). Corporate Social and Financial Performance: A Meta-analysis. Organization Studies, 24(3), 403-441.

Steyn, B. (2003). From Strategy to Corporate Communication Strategy: A Conceptualisation. Journal of Communication Management, 8(2), 168–183.