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2014/2015  BA-BINMU1006U  Corporate communication

English Title
Corporate communication

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Quarter
Course period Spring, Third Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BA in Information Management
Course coordinator
  • Mareike Buss - Department of IT Mangement (ITM)
Main academic disciplines
  • Communication
Last updated on 08-01-2015
Learning objectives
At the 3rd quarter exam students should be able to:
  • Explain concepts and theories relevant to corporate communication as presented in the course
  • Identify and describe corporate communication processes and problems in an empirical case
  • Analyze organizational communication processes and problems in an empirical case by drawing on the course readings
  • Provide recommendations for improving corporate communication processes or resolving corporate communication problems in an empirical case
  • Reflect on the limitations and weaknesses of the proposed account
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 Individual
Size of written product Max. 5 pages
Assignment type Report
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 Spring Term
Make-up exam/re-exam
Same examination form as the ordinary exam
• Re-takes for students, who did not pass the ordinary exam as well as students who were ill during the oral examination is held as an individual oral examination in curriculum based on the same paper as used for the ordinary examination.
Course content and structure

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 external communication.
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 be introduced to important corporate communication areas such as public relations, integrated marketing communications, stakeholder management, corporate identity, image, and reputation, branding, media relations, issues management, and crisis communication. The course focuses on how these areas work together to achieve organizational objectives. Furthermore, we will discuss how new communication technologies are changing the communication landscape for organizations.
Throughout the course, students are encouraged to apply the concepts presented to real corporate settings and experiences.

Teaching methods
Lectures, case discussions, group work, exercises
Expected literature



  • Christensen, L. T., Morsing, M., & Cheney, G. (2008). Corporate Communication: Convention, Complexity, and Critique. London: Sage.
  • Cornelissen, J. (2014). Corporate Communication: A Guide to Theory and Practice. London: Sage.




  • Aral, S., & Walker, D. (2011). Creating social contagion through viral product design: A randomized trial of peer influence in networks. Management Science, 57(9), 1623-1639.
  • Argenti, P.A., Beck, K.A., & Howell, R.A. (2005). The strategic communication imperative. MIT Sloan Management Review, 46(3), 83-89.
  • Berger, J., & Milkman, K.L. (2012). What makes online content viral? Journal of Marketing Research, 49(2), 192-205.
  • Culnan, M.J., McHugh, P.J., & Zubillaga, J.I. (2010). How large US companies can use Twitter and other social media to gain business value. MIS Quarterly Executive, 9(4), 243-259.
  • Eisenberg, E.M. (1984). Ambiguity as strategy in organizational communication. Communication Monographs, 51(3), 227-242.
  • Hatch, M.J., & Schultz, M. (2002). The dynamics of organizational identity. Human Relations, 55(8), 989-1018.
  • Matten, D., & Moon, J. (2008). “Implicit” and “explicit” CSR: A conceptual framework for a comparative understanding of corporate social responsibility. Academy of Management Review, 33(2), 404-424.
  • Raupp, J., & Hoffjann, O. (2012). Understanding strategy in communication management. Journal of Communication Management, 16(2), 146-161.
  • Romenti, S., Murtarelli, G., & Valentini, C. (2014). Organisations’ conversations in social media. Applying dialogue strategies in times of crises. Corporate Communications: An International Journal, 19(1), 10-33.
  • Rowley, J., & Edmundson-Bird, D. (2013). Brand presence in digital space. Journal of Electronic Commerce in Organizations, 11(1), 63-78.
  • Schultz, M., & Ternes, H. (2013). A temporal perspective on corporate identity. Organization Science, 24(1), 1-21.
Last updated on 08-01-2015