English   Danish

2018/2019  BA-BINBO1251U  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 Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc in International Business
Course coordinator
  • Anna Linda Musacchio Adorisio - Department of Management, Society and Communication (MSC)
Main academic disciplines
  • Communication
Teaching methods
  • Face-to-face teaching
Last updated on 26-06-2018

Relevant links

Learning objectives
After having followed the course, the students will be able to:
  • Make an informed selection and comparison of the relevant theories and concepts in relation to corporate communication.
  • Compare the main communication models and account for their advantages and drawbacks in the given situation.
  • Apply the theories and models chosen to the case(s) in point in the exam paper.
  • Analyze, interpret and explain situations and practices making use of the appropriate language register in the given situation.
  • Reflect on personal competences as stakeholders in an internationally oriented corporation, acquired in terms of the knowledge and skills required to communicate with people from different cultures.
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 oral exam based on written group product
Number of people in the group 4-5
Size of written product Max. 20 pages
Assignment type Project
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 external examiner
Exam period Winter
Make-up exam/re-exam Home assignment - written product
Size of written product: Max. 10 pages
Assignment type: Case based assignment
Duration: Written product to be submitted on specified date and time.
Description of the exam procedure

Individual oral 20 minutes examination based on a written group project (5 students) of max. 20 standard pages. The grade is based both on the written report and on the oral performance.

Students may bring their own laptop with e.g. a PowerPoint presentation for the oral exam; this is optional and not a requirement.

Declaration of Authorship must be included in the group project.

Course content and structure

In a corporate context, strategies for good communication may be laid out, but if the personal competencies of the individuals who are supposed to make the strategies materialize into real communication are lacking, there will be a gap between corporate and stakeholder expectations and what is actually being communicated.

The course rests on the viewpoint that communication is primarily a personal competence; if, in a corporate context, an individual is unable to make the proper linguistic, discursive, cultural, pragmatic and strategic choices, the intended message will not be communicated; this goes for both written and spoken communication.

Therefore the course will be balancing corporate communication as well as interpersonal communication theory and practical exercises to allow the individual students to develop their strategic communicative competence by making informed choices from the various corporate communication and interpersonal communication topics dealt with in the course. The course will also address the special role of English as a business lingua franca, which has implications for both native and non-native users of English.

The course will be drawing upon a number of business dilemmas and cases, e.g. real-time cases, which will allow students to follow current development in the media of economic, financial and business-related interest and draw on different types of media for input in terms of vocabulary, analytical assignments etc.

ICT will be used as a tool to support the learning and knowledge sharing processes through collaboration, as research shows that particularly for communications-related subjects, collaboration works toward harnessing student knowledge

Description of the teaching methods
Teaching methods will vary, depending on the task at hand. The main components will be lectures by the teachers and guest lecturers, (student) presentations, reflecting teams, analytical exercises, case study discussions, negotiation and/or mediation exercises, tutorials, written assignments relating to the case(s) used etc.

The students will be encouraged to actively use a synchronous ICT platform for sharing ideas, information, documents etc. to support and enhance learning through collaborative activities. An additional purpose of the use of ICT is to allow students to monitor their own learning progress and to develop their learning capabilities for use beyond the course
Feedback during the teaching period
Feedbacks are provided during office hours
Student workload
Lecture hours 42 hours
Preparation for class 84 hours
Writing of exam project plus preparation for oral exam 82 hours
Expected literature

Course literature:

  • Cornelissen, Joep (2017): Corporate Communication, A Guide to Theory and Practice. (5th ed., Sage Publishing).
  • Sven Windhal, Benno Signitzer, Jean T. Olson (2009) Using Communication theory: An introduction to planned communication  (Sage Publishing)
Last updated on 26-06-2018