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2015/2016  BA-BINMU1006U  Corporate communication

English Title
Corporate communication

Course information
Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Quarter
Start time of the course Spring, Spring
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 13-08-2015
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: At the 3rd quarter exam students should be able to:
  • 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 corporate communication concepts, models, and theories to resolve such issues.
  • Analyze corporate communication strategies and tactics and review the components of a corporate communication plan.
Examination
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
Duration
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
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 internal and external communication effectively.
 
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 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.
 
Teaching methods
Lectures and Workshops
Expected literature

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

Optional
Aaker, D.A. (2004). Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity. New York: Simon & Schuster. (pp. 36-64)

Alvesson, M., & Willmott, H. (2002). Identity Regulation as Organizational Control: Producing the Appropriate Individual. Journal of Management Studies, 39(5), 619-644.

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and Researching Employer Branding. Career Development International, 9(5), 501-517.

Balmer, J.M.T. (2008) Identity Based Views of the Corporation: Insights from Corporate Identity, Organisational Identity, Social Identity, Visual Identity and Corporate Image. European Journal of Marketing, 42(9-10), 879-906. 

Cornelissen, J.P., & Elving, W.J.L. (2003). Managing Corporate Identity: An Integrative Framework of Dimensions and Determinants. Corporate Communications: An International Journal, 8(2), 114-120.

Fairhurst, G.T. (2005). Reframing the Art of Framing: Problems and Prospects for Leadership. Leadership, 1(2), 165-185.

Forman, J., & Argenti, P.A. (2005). How Corporate Communication Influences Strategy Implementation, Reputation and the Corporate Brand: An Exploratory Qualitative Study. Corporate Reputation Review, 8(3), 245-264.

Helm, S. (2007). The Role of Corporate Reputation in Determining Investor Satisfaction and Loyalty. Corporate Reputation Review, 10(1), 22–37.

Ihator, A. S. (2001). Communication Style in the Information Age. Corporate Communications: An International Journal, 6(4), 199-204.

Jones, E., Watson, B., Gardner, J., & Gallois, C. (2004). Organizational Communication: Challenges for the New Century. Journal of Communication, 54(4), 722-750.

Mohr, I., & Chiagouris, L. (2005). Get the word out. Marketing Management, 14(4), 51–54.

Olins, W. (2003). Wally Olins. On B(R)and. London: Thames & Hudson. (pp. 12-27 & 46-69)

Orlitzky, M., Schmidt, F. L., & Rynes, S.L. (2003). Corporate Social and Financial Performance: A Meta-analysis. Organization Studies, 24(3), 403-441.

Steyn, B. (2003). From Strategy to Corporate Communication Strategy: A Conceptualisation. Journal of Communication Management, 8(2), 168–183.
Last updated on 13-08-2015