| CODE | CRC2050 | ||||||||||||
| TITLE | Corporate Communication | ||||||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||||||
| MQF LEVEL | 5 | ||||||||||||
| ECTS CREDITS | 4 | ||||||||||||
| DEPARTMENT | Corporate Communication | ||||||||||||
| DESCRIPTION | The "Corporate Communication" study-unit provides an in-depth understanding of communication as a strategic function in modern organisations. Students will explore how effective communication fosters a company's reputation, ensures coherent internal processes, and builds strong relationships with stakeholders. The study-unit integrates theoretical knowledge with practical applications. It prepares students to address the demands of corporate communications, in a pragmatic manner. Throughout the study-unit, students will examine core components of corporate communication, such as internal communication, public relations, crisis management and corporate social responsibility (CSR). Case studies from leading global and local organisations will be used to analyse how companies craft their messages, manage crises and engage with various audiences to sustain organisational growth and reputation. Therefore, after pursuing this course, students will develop key skills and competencies in crafting communication strategies, managing corporate identities and on how to implement communication tools to align corporate messaging with their organisations’ objectives. Study-Unit Aims: The study-unit aims to produce graduates who are not only knowledgeable in corporate communication theory but are also capable of applying this knowledge effectively in dynamic and complex business environments. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: • Understand the Role of Corporate Communication: - Define corporate communication and its significance within an organisation; - Differentiate between corporate communication, marketing and public relations. • Analyse Internal and External Communication Strategies: - Design effective internal communication plans to promote organisational cultures and employee engagement; - Evaluate external communication strategies used to interact with shareholders, customers and the media. • Examine Corporate Identity and Reputation Management: - Discuss the importance of corporate identity, brand image and reputation; - Apply best practices in maintaining a positive corporate image and managing corporate reputation in competitive markets. • Develop Crisis Communication Plans: - Assess the importance of crisis communication in preventing damage to corporate reputation; - Create comprehensive crisis communication plans to manage unforeseen events and media scrutiny. • Evaluate the Role of Corporate Social Responsibility (CSR) and Ethical Communication: - Discuss the impact of CSR initiatives on communication strategies; - Discuss ethical issues and their implications for corporate communication. • Utilise Digital Media in Corporate Communication: - Explore the role of social media and digital platforms in modern corporate communication; - Develop and critique communication strategies across digital channels. 2. Skills: By the end of the study-unit the student will be able to: Acquire interpersonal skills that make them more adaptable and competitive in the broader job market. Such transferable skills prepare students for a wide range of professional roles beyond corporate communication, such as: - Marketing and Public Relations; - Human Resources and Internal Communications; - Media and Journalism; - Project Management; - Consulting; - Non-Profit and CSR Roles, among others. Main Text/s and any supplementary readings: Main Texts: - Cornelissen, J. P. (2023). Corporate communication: A guide to theory and practice (7th Edition) Sage Publications, London, United Kingdom, https://uk.sagepub.com/en-gb/eur/corporate-communication/book281413. Supplementary Readings: - Camilleri, M. A. (Ed.). (2021). Strategic corporate communication in the digital age (1st Edition), Emerald Publishing Limited, Leeds, United Kingdom, https://bookstore.emerald.com/strategic-corporate-communication-in-the-digital-age.html. - Coombs, W. T. (2022). Ongoing crisis communication: Planning, managing, and responding (6th Edition). Sage Publications, London, United Kingdom, https://uk.sagepub.com/en-gb/eur/ongoing-crisis-communication/book270207#contents. |
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| ADDITIONAL NOTES | Pre-requisite Qualification: All students should have successfully completed Year 1 B.Comm. (Hons.). | ||||||||||||
| STUDY-UNIT TYPE | Lecture and Tutorial | ||||||||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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