Course Information Undergraduate prospectus

Corporate Communications

Course summary

Course code: MEDS1159
Level: 6
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Mark Phillimore

Specification

Aims

The Corporate Communications draws on work done in many of the other courses and sets it in the context of the organisation. The course analyses both internal and external issues around the organisation that can impact and influence the way an organisation communicates and relates to stakeholders. These can include the leadership of the company, the culture of the organisation and crisis events. The course looks at the structure of the organisation and some important corporate communication functions including; corporate reputation, public affairs, internal communications, crisis PR, issues management and financial communications.

Learning outcomes

On successful completion of this course a student will be able to:

1 Analyse the structure of an organisation; explain how corporate strategy is formed and how it interfaces with corporate communications.
2 Critically review the theories and concepts influencing the development of corporate communications.
3 Analyse the role of different corporate communication functions including: financial communications, internal communications, and public affairs.
4 Evaluate the role of corporate reputation as an influence on the corporate communications strategy.
5 Understand how an organisation manages issues and communicates during a crisis communication event.
6 Evaluate strategic use of digital media to show how a key aspect of communications can be considered in a corporate communications context

Indicative content

• An overview of corporate strategy and the interface with corporate communications strategy.
• An understanding of the organisational configuration of corporate communications and role within the organisation.
• The role of reputation in a corporate communications context including measurement and evaluation.
• An understanding of the role of PR specialisms within large organisations such as internal communications, financial communications and public affairs.
• Analysis of corporate communications frameworks.
• Crisis communication processes and strategies
• Issues management
• Critical evaluation of digital media at a strategic management level.

Teaching and learning activity

Interactive lectures and seminars, problem-based learning, guided learning and reflective activities, self-managed exercises and guided reading, learning-sets to work together on review activities, meetings with tutors to review research and analysis for assessment preparation.

Assessment

Methods of SUMMATIVE Assessment Case study-based exam.
Outcome(s) assessed by summative assessment 3, 4., 5, and 6.
Weighting % 60% Pass Mark 40% Word Length Two hours.
Outline Details A case study given for students to research in advance of the exam.
Nature of FORMATIVE assessment supporting student learning - mock questions.

Methods of SUMMATIVE Assessment Individual assignment
Outcome(s) assessed by summative assessment 1-3.
Weighting % 40% Pass Mark 40% Word Length 1,500.
Outline Details Individual Report.
Nature of FORMATIVE assessment supporting student learning - Draft Structure.