GBUS 8020 CORPORATE COMMUNICATION

 

This course examines the contemporary practice of corporate communication, which has been defined by one practitioner as “the clear articulation of corporate strategy and goals internally and externally as well as the understanding and removal of issues blocking the implementation of that strategy.” The course focuses on recent developments in corporate communication and the way intangible assets increasingly provide companies with competitive advantage and a key hedge against risk. Students will explore the ways in which corporate communications align key messages to multiple stakeholders and assist in the management of crises; the process of building reputation and corporate brand; the reasons why new information about the impact of communication enhances the quality of managers’ decision-making ability; and how the growing role of corporate citizenship and environmental sustainability in corporations plays a significant, if sometimes controversial, part in managing reputation. At no time in the recent past have so many issues threatened corporate reputation. Therefore, the area of corporate communication is particularly relevant to all future managers. Students will respond in writing to one of the course readings, present on a current topic derived from course themes, and provide a writing assignment or CD based on their presentation.

 

Academic course objectives:

·         Examine how corporate communication aligns key messages to multiple stakeholders and how its perspective informs quality decision making

·         Help students perceive the role of corporate identity in developing corporate image and strategy

·         Show the ways reputation has become a competitive advantage and how it’s connected to corporate citizenship and sustainability

·         Develop students’ awareness of recent developments in measuring intangible assets

·         Differentiate and see connections between the role of corporate and product brand strategy using analytical recent models

·         Build an appreciation for the impact of a corporate crisis and be able to handle one

·         Point out the role of corporate advertising in contemporary and historical contexts

·         Promote discussion with top practitioners on why corporate communication has become a specialized function and the responsibility of all managers

·         Encourage students as managers to take a 360 degree view of the organization

·         Examine the way new media affect how companies communicate

 

Elements of the course grade:

Class contribution                               30%

Individual presentation                       30%

Group paper/project or CD                 30%

Individual written assignment                        10%