At the end of this course, a student can:
- Identify the most important elements of corporate communication and describe (inter)relationships between these elements;
- Describe the corporate communication goals of an organisation and recognise the strategies the organisation uses to attain these goals;
- Describe the most important insights of different specialist areas of corporate communication;
- Analyse the goal, the target group and the strategy in an actual example of corporate communication, and give an informed evaluation of the success of this at communication.
This course introduces students to the basic concepts and theories of corporate communication. The first part of the course will discuss the nature and historical emergence of corporate communication. Most theories on corporate communication are based on insights into stakeholder management and the importance of a sound corporate reputation for the well-being of the organisation, which are the central concepts that will be discussed in the second part of the course. The third part of the course will deal with communication in practice: how is the strategy developed and implemented. How do organisations keep track of the extent to which goals are reached? The fourth part of the course will focus on some specialist areas in the field of corporate communication, such as building and maintaining relations with journalists and media, internal communication, issues management and crisis communication. The last part of the course will discuss leadership, change communication, and the growing importance of corporate social responsibility and social media.