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2010/2011  KAN-MCM_MC51  Corporate Communication

English Title
Corporate Communication

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Semester
Course Period Autumn
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
Richard Jones
Main Category of the Course
  • Marketing
Last updated on 29 maj 2012
Marking Scale 7-step scale
Exam Period Autumn Term
The exam consists of an individual written project (max. 15 A4 pages). There is no supervision for the writing of this work. 3 copies of the paper should be handed in to the secretariat. The deadline for timely submission will be announced by the line secretariat. The exam is external and assessment will be made by a teacher and an external censor, cf. the General Degree Regulation § 25, S, (2). Students who have been accepted into the programme are automatically registered for the exam. The regular exam will take place in December 2010. The make-up/re-exam will take place in March 2011. Make-up/re-exams require registration. If a student is ill during the regular oral exam, he/she will be able to re-use the project at the make-up exam. If the student was ill during the writing of the project and did not contribute to project the make-up/re-exam project can be written individually or in groups (provided that other students are taking the exam). If the student did nota pass the regular exam a new or revised mini project, cf. advice from the examiner at the regular exam, must be handed in to the programme secretary 14 weekdays before the exam date
An individual mini project exam (15 pages). The project forms the basis for the evaluation.
Prerequisites for Attending the Exam
Course Content

Aims of the course
Corporate Communication examines the complex relationships between the organisation’s internal and external communication in relation to the creation of the corporate brand. The major challenge facing the corporation today, be it public, private of not-for-profit, is to coordinate and integrate internal and external communication. Considerations of transparency, social responsibility, good corporate governance and financial performance all place challenges on the management of the firm’s communication. The corporate brand manager needs to be able to assess the contribution of all the firm’s communicative activities to shareholder and stakeholder value. These challenges are the focus of this course.
The course aims to give the student an understanding of the nature of corporate communication today and tools necessary to assess the value of successful corporate communication strategies in relation to the corporate brand. Corporate branding brings together the organisation’s (as sender) market orientated and internal communication through specific focus on the organisation’s stakeholders (as receivers). The course provides the student with a both conceptual and practical understanding of corporate identity, image and culture and examines how these are used and interpreted by the organisation and it’s many stakeholders, including: employees, customers, competitors, suppliers, government, media and pressure groups.

The course is built up around theories of corporate culture, identity and image. It examines these in terms of their relation to internal and external stakeholders and compares traditional concerns of organisational theorists and marketing theorists to build an understanding of the role of corporate branding for the organisation today. Concepts of corporate reputation, value based leadership, identity and image are discussed in relation to the management of the corporate brand. The student is also introduced to the basic models of communication in order to develop an understanding of the ways in which messages are sent and interpreted by the organisation’s various stakeholders.

Theory is supplemented and discussed through a series of cases examining the implementation of communication strategies at the corporate level. Guest speakers from industry are invited to give their views and to provide input to the cases.

Course progression
The course builds from the core concepts presented in the courses on Strategic Brand Management and Marketing Communication and applies them in the context of corporate communication. The course challenges the student to see the more traditional concerns of brand management in the context of the demands of multiple stakeholders.

Teaching Methods
Lectures, student presentations, group discussion, case work.

Cornelissen, Joep (2004). Corporate Communications: Theory and Practice