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2019/2020 BA-BHAAI1034U The Persuasive Power of External Communication in Shaping Business Fates and Fortunes
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| The Persuasive Power of External Communication in Shaping Business Fates and Fortunes |
Course information |
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| Language | English |
| Course ECTS | 7.5 ECTS |
| Type | Elective |
| Level | Bachelor |
| Duration | Summer |
| Start time of the course | Summer |
| Timetable | Course schedule will be posted at calendar.cbs.dk |
| Max. participants | 140 |
| Study board |
Study Board for BSc in Economics and Business
Administration
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| For academic questions related to the course, please contact the course instructor Jay Rubin at jar.msc@cbs.dk | |
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| Last updated on 16/04/2020 | |
Relevant links |
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To achieve the grade 12, students should meet the
following learning objectives with no or only minor mistakes or
errors:
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From Roman times when Julius Caesar issued battlefield reports to influence public opinion to the modern Apple age when Steve Jobs transformed the telephone, external communication has been an essential building block of organizational endeavors. Arguably, the classic underlying principles of persuasive communication have largely remained the same. Today, however, sweeping cultural changes and dramatic advances in communication technology have heightened the stakes. This course examines how businesses excel (or stumble) based on how well they understand the widening power and reach of external communication across global, national, and local levels. Primary attention in class (and student final papers) focuses on corporate social responsibility's persuasive impact now that consumers are increasingly considering a company's contribution to society rather than just its products or services. Students explore how organizations seek to persuade stakeholders through a range of external communication strategies and tactics to manage ongoing issues, avert or moderate controversies and crises, and develop and grow markets.
Preliminary assignment: About 75 pages of reading and a brief
analysis of the persuasive elements of a public service campaign
(about two-thirds of a page)
Class 1: Overview of theories and models related to external
communication and persuasion: classic and contemporary
Classes 2: CSR fundamentals, best practices and planning.
Initial guidance about home assignment/mini project
Class 3: How companies communicate "shared value" in
local, national and global CSR contexts
Class 4: Persuasive corporate storytelling: message strategies
and structures, rhetoric and resonance. Business communication
across borders
Class 5: Thought leadership through the media (traditional and
social) and other tools of influence
Class 6: Feedback activity: Students propose external
communication elements of CSR plan for major company with
controversial policies. (Students also have opportunity to submit
individual mini project topics for review/approval. Deadline TBA)
Classes 7 & 8: External communication tools and techniques in an era when "who you are" increasingly drives a company's product sales. Class 9: Crisis communication: how external communication can
preempt, moderate or exacerbate problems that threaten a
business
Class 10: Future of external communication; emerging trends
and leaders
Class 11: Comprehensive review
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| Description of the teaching methods | ||||||||||||||||||||||
| This year all courses are taught digitally over the Internet. Instructors will apply a mixture of direct teaching through a live link (like Skype, Team, Zoom…) and indirect, where visual pre-recorded material is uploaded on Canvas. The instructor will inform participants about the precise format on Canvas. | ||||||||||||||||||||||
| Feedback during the teaching period | ||||||||||||||||||||||
| Students propose external communication elements
of CSR plan for major company with controversial policies.
(Students also have opportunity to submit individual mini project
topics for review/approval. Deadline TBA)
Home Project Assignments/mini projects are based on a research question (problem formulation) formulated by the students individually. Approval deadline will be defined by the instructor. Hand-in of the problem formulation directly to the instructor by the 3rd teaching week. |
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Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.
Course timetable is available on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams
We reserve the right to cancel the course if we do not get enough applications. This will be communicated on https://www.cbs.dk/uddannelse/international-summer-university-programme-isup/courses-and-exams end March 2020. |
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Mandatory readings:
Text available for purchase at CBS Bookstore: Good Works! Marketing and Corporate Initiatives That Build A Better World And The Bottom Line, 2012, John Wiley & Sons, Inc. Co-Authors: Philip Kotler, David Hessekiel and Nancy R. Lee.
Several articles need to be purchased from Harvard Business Publications; instructions to be posted on course site.
Additional relevant readings:
Students are responsible for independent reading and other research tied to their specific mini project topics
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