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2016/2017  BA-BINMO1006U  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
  • Matthias Trier - Department of IT Management (ITM)
  • Signe Dyrby - Department of IT Management (ITM)
Teacher: Signe Dyrby
Main academic disciplines
  • Communication
Last updated on 10-08-2016
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: At the 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 Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Spring
Make-up exam/re-exam
Same examination form as the ordinary exam
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, case discussions, group work, exercises
Student workload
Lectures and Workshops 36 hours
Preparing Classes 108 hours
Project Work 12 hours
Preparing and doing exam 54 hours
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 10-08-2016