Upon completion of this course you will be able to:
- Distinguish and explain the interdisciplinary, theoretical concepts and processes underlying corporate communication across national business cultures;
- Individually apply knowledge of and insights in corporate communication concepts and processes to interpret international business cases;
- Analyze and evaluate the strategic consequences of cultural and/or linguistic factors that play a role in a self-selected, real-life corporate communication case.
Corporate communication can be defined as the orchestration of internal and external communication instruments employed by management to establish favorable impressions among the company's most important stakeholders (Van Riel & Fombrun, 2007). Due to the internationalization of markets, corporate communication has become a global concern. This means that multinationals need to deal with different national business cultures and language backgrounds in the design of their communication activities. Culture and language affect international communication activities on multiple strategic levels, such as on the management level (e.g. when CEOs communicate with internal audiences), the organizational level (e.g. when a company communicates about its corporate CSR policy) and the marketing level (e.g. when corporate products are promoted in advertisements).
This course focuses on fundamental and current issues in multinationals' global corporate communication practices. It considers academic research on corporate and intercultural communication, in relation to real-life international business cases. Course themes include: corporate stakeholders, impression management, information processing, language choice, cultural adaptation and communication effectiveness.