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2014/2015  BA-BEOKO1031U  Corporate communication

English Title
Corporate communication

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Semester
Course period Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BA in English and Organisational Communication
Course coordinator
  • Steffen Blaschke - MSC
Main academic disciplines
  • Communication
Last updated on 14-08-2014
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
Corporate communication:
Exam ECTS 7,5
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Group exam, max. 5 students in the group
Individual oral examination based on a 72 hours case written in groups of 2-5 students.

Examination language: English
Length of case:
2-3 students: Max 15 pages
4-5 students: Max 20 pages
Assignment type Written assignment
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period Summer Term
Make-up exam/re-exam
Another examination form
Oral examination in syllabus
Duration of the oral eximanation: 20 minutes including assessment.
Course content and structure

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 and alignment of corporate identity, image and reputation. Furthermore, the course introduces the student to basic elements of issues and crisis management as well as media management.

Teaching methods
The course combines lectures, class room teaching, discussion, oral/written exercises and student presentations. In order to relate the course to corporate practice a part of the course will be based on one or more case studies.
The student must be prepared to work intensively in study groups as a part of course preparation.
Student workload
Teaching 26 hours
Preparation 78 hours
Home Assignments 30 hours
Exam 70 hours
Expected literature

Cornelissen, J. (2011): Corporate Communication. A guide to theory and practice. 3rd ed. London: Sage

Articles and additional literature submittet at CBSLearn and during lessons

Last updated on 14-08-2014