Corporate Communications

Purpose of the course is to introduce students to the role, significance and basic functions of corporate communications. The course focuses on how businesses use communication strategically in order to be effective in the relations they hold with various stakeholders internal and external to the company.

Objectives

Upon successful completion of this module the learner will be able to: • Recognize the basic concepts and approaches of corporate communications. • Design effective strategies of communication in relating to stakeholders internal and external to the organization such as the mass media, public opinion and change management in times of crisis. • Develop the role that corporate communication plays in corporate strategy and the formulation of corporate identity and image. • Examine and communicate the ethical aspects of corporate decisions regarding the relations the organization holds with various stakeholders. • Design effectively the marketing mix of a product/service.

Prerequisites

Background Lesson

Syllabus

The course consists of the following sections: -Introduction to Corporate Communications -Forms of communication -Sender's world - Non-Verbal Communication - Cultural Roots -Audiences - Commons - Objectives -Strategic Program of Communication -Content Analysis -Framing -Defining the Agenda -Persuasion -Topics Management