• Identify relevant models, theories and concepts to solve practical corporate communication problems
• Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application
• Understand and be able to discuss the assumptions that underlie the study of corporate communication and a subject and the individual models, concept sand theories presented throughout the course
• Apply these models singly or combined to fit the concrete case situation under study
• Demonstrate an understanding of the elements which compromise a corporate communication programme and of the means by which their effectiveness can be assessed
• Understand and analyse the relationship between internal and external communication by applying relevant models, concepts and theories
• Reflect incisively and critically over the underlying causes of the phenomena being studied
• Relate the theories, concepts and models presented in this course to others they are familiar with from other courses
• Synthesise and deduce new models that can be used to predict phenomena relevant to the study of corporate communication

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.

Contents
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.

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