• 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.

The primary aim of this course is to understand the challenges facing corporations when communicating with their various stakeholders. We want to evaluate the strategies and decisions that are most beneficial to their goals. The course module will provide students with a broad framework of corporate communication theories, with analytical tools and capabilities that will allow them to diagnose and manage corporate communication problems and issues, and understand how organisations manage internal and external communication effectively.

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.

Curriculum

Christensen, L. T., Morsing, M., & Cheney, G. (2008). Corporate Communication: Convention, Complexity, and Critique. London: Sage.

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

Please check the complete course literature on CBS Learn