After this course, students will be
- familiar with the characteristics of corporate communication and its relevance to contemporary organizations
- able to describe and interpret different models of stakeholder management and the implication they have for the corporate communication
- able to identify and analyze the key elements of corporate identity and corporate reputation
- familiar with different approaches to corporate communication strategies: how they are developed, how communication professionals function in different types of organizations; how communication strategies need to be managed in order to be effective
- able to assess the role of corporate communication in different specialist areas: in media relations, in internal communication and change communication, and in crisis management
- able to analyze the communication of corporate social responsibility and, if needed, be able to indicate how this can be improved.
General academic skills:
- Research skills: the student is able to analyze a business case and to derive solutions to the problems assessed
- Communication skills: the student will learn to give a clear presentation to a targeted audience
- Teamwork: the student will learn to communicate and operate in an international team
- Students will learn to pitch ideas for communication strategies aimed at solving a corporate communication problem
This course will deal with the role of corporate communication in contemporary organizations, its function, the strategies and the activities that are involved.
We will start with the nature of corporate communication and its historical background. Then the role it plays in building and maintaining relationships with the stakeholders of a company will be addressed. Next, we will study the key issues of corporate social responsibility, reputation management and corporate branding. We will go into the literature behind developing corporate communication strategies and how to implement them into communication programs, how to measure its success and the effect they have on the company’s reputation. Students will carry out a case study in which they analyze how the corporate communication of an organization or company is realized in practice and what impact it has on the image and reputation among its stakeholders.
The course will be assessed by a written exam with open questions (60%), and a group assignment (40%). Both parts have to be a pass.
The assignment consists of a case study which consists of three parts.
Part one (25% of assignment grade: the analysis of an organization in crisis and its crisis communication. This part will be tested and graded by means of an oral presentation.
Part two (25% of assignment grade): a 'pitch' in which the organization is explained how to communicate succesfully in the future.
Part three (50% of assignment grade): a research report needs to be written (3000-4000 words)
Connection to the labor market
Besides the relevance for the labor market of the overall content of the course, several special elements are specifically relevant for careers in the field of corporate communication. The assignment focuses on recent real life cases of organisations or companies which have or had reputation problems. The last part of the assignment is dedicated to a 'pitch-format' in which students have to present their ideas of improving the corporate communcation of the company they studied. This pitch comes close to presentations are required in a business context. In addition, in one of the 2 guestlectures, a senior business commucation manager discusses business cases and dilemmas he experienced in his professional career.