Corporate Communication

Training objectives of the course

After completing this course, the student will be able to:
• describe the basics of corporate communication in terms of its definition, historical development and organization
• explain the conceptual foundations of corporate communication, including stakeholder management, corporate identity, branding and corporate reputation
• distinguish and discuss the key specialist areas in corporate communication, including media relations, social media communication, international communication, event management, employee communication
• understand approaches to developing corporate communication strategies, implementing communication programmes and campaigns, and measuring their impact
• critically reflect upon corporate communication central concepts, theories, models, strategies, and their implications for contemporary corporate communication practices
• design and evaluate corporate communication overall strategy as well as specific activities and tools, e.g. in media relations, event management, and social media communication

Course programme

In line with the learning outcomes, this course will revolve around Corporate Communication as:
- an academic/research practice with a focus on how communication to, from, in and about organizations can be conceptualized and studied;
- and an organizational/managerial practice with a focus on how communication to, from, in and about organizations can be organized and managed.

The course content will include:
• definition, key concepts, historical development, and trends in corporate communication
• relationship and overlaps with other communication disciplines
• the organization of corporate communication
• stakeholder management and communication
• corporate identity, image, branding and reputation
• media relations management
• social media management
• event management
• internal/employee communication
• international and intercultural communication
• communication strategy planning and implementation
• research and measurement of corporate communication
• business writing principles
• applications in different organizational contexts

Didactic Methods

In line with the learning outcomes, this course will require active student participation and combine:
• lectures
• case presentations by managers and consultancy professionals
• in-class interactive activities and discussions
• an assignment/project in groups

The course will use an online community to share information and materials.

Learning assessment procedures

The exam will take the following form for all students:
● a written computer-based test with closed-ended questions (29 questions for attending students; 32 questions for non-attending students). Each correct answer gives 1 point, whereas each wrong answer implies a -0.25 penalty;

Attending students will also prepare a group assignment throughout the semester. The assignment will be focused on the critical analysis of an international event. Details on how to conduct the work and assistance to the groups will be provided during the course. The group assignment is assessed on a scale from 0 to 3 points and contributes to the final grade.

The exam grade will be expressed as a mark out of 30.