COURSE INTRODUCTION AND APPLICATION INFORMATION

Course Name
Corporate Communication
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
MI 551
Fall/Spring
3
0
3
5
Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
Second Cycle
Mode of Delivery -
Teaching Methods and Techniques of the Course
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives This course focuses on the strategic communication activities of companies for various stakeholders including investors, employees, customers and the media. It aims to present knowledge and perspective on corporate branding strategies and functions.
Learning Outcomes The students who succeeded in this course;
  • define core concepts of corporate communication
  • describe the components of corporate reputation management.
  • explain corporate branding strategies through cases.
  • describe the aspects of effective communication with various stakeholders.
  • analyze the communication strategies and activities of corporate brands.
Course Description The course encompasses communication with stakeholders within the framework of reputation management, branding strategies, identity, image, corporate story through case studies.
Related Sustainable Development Goals

 



Course Category

 Core Courses
Major Area Courses
X
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Required Materials
1 Introduction to the Course
2 What is Corporate Communication? Argenti, P. (2009). Corporate Communication, McGrawHill, pp.45-62
3 Corporate identity, image, reputation Argenti, P. (2009). Corporate Communication, McGrawHill, pp.67-104. Van Riel, C. B. M.; Fombrun, C.J. (2007). Essentials of Corporate Communication, Routledge, NY, pp.61-79
4 Corporate culture Goodman, M.B. (1998). Corporate Communications for Executives, State University of New York Press, pp.29-35.
5 Corporate brand Van Riel, C. B. M.; Fombrun, C.J. (2007). Essentials of Corporate Communication, Routledge, NY, pp. 106-130. Aaker (2000) The Brand Relationship Spectrum, California Management Review 42(4), pp.8-23.
6 Developing a reputation platform Van Riel, C. B. M.; Fombrun, C.J. (2007). Essentials of Corporate Communication, Routledge, NY, pp. 131-159
7 Communicating with key stakeholders Argenti, P. (2009). Corporate Communication, McGrawHill, pp.203-256.
8 Corporate social responsibility Argenti, P. (2009). Corporate Communication, McGrawHill, pp.105-154.
9 Media Relations Argenti, P. (2009). Corporate Communication, McGrawHill, pp.155-182.
10 Issue and Crisis Management Argenti, P. (2009). Corporate Communication, McGrawHill, pp.257-285.
11 Student presentations
12 Student presentations
13 Student presentations
14 Student presentations
15 Review of the semester
16 Review of the semester
Course Notes/Textbooks

Argenti, P. (2009). Corporate Communication, McGrawHill

ISBN 978-007-127615-3
Suggested Readings/Materials

Kadıbeşegil, S. (2006). İtibar yönetimi. MediaCat Kitapları, İstanbul.

 

Kadıbeşegil, S. (2019). Patronlar, CEO’lar, Üst Düzey Yöneticiler için Kurumsal Dersler. Cinius Yayınları, İstanbul.

 

Aaker (2000) The Brand Relationship Spectrum, California Management Review 42(4), pp.8-23.

 

Goodman, M.B. (1998). Corporate Communications for Executives, State University of New York Press

 

Van Riel, C. B. M.; Fombrun, C.J. (2007). Essentials of Corporate Communication, Routledge, NY.

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
15
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
25
Presentation / Jury
2
20
Project
1
40
Seminar / Workshop
Oral Exam
Midterm
Final Exam
Total

Weighting of Semester Activities on the Final Grade
5
100
Weighting of End-of-Semester Activities on the Final Grade
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: 16 x total hours)
16
Study Hours Out of Class
16
2
32
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
20
Presentation / Jury
2
10
Project
1
30
Seminar / Workshop
Oral Exam
Midterms
Final Exams
    Total
150

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
 Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to apply knowledge on processes, methods and techniques that enable developing original and creative strategies in the field of brand communication.
2

To be able to solve problems that require expertise in brand communication by using interdisciplinary approach and research methods.
3

To be able to integrate the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication etc.) related to the field of brand communication.

 X
4

To be able to evaluate strategies and solution methods developed in brand communication.
5

To be able to understand the basic principles of corporate communication management and gain the skills to apply them.

 X
6

To be able to plan, develop, manage and evaluate an integrated brand communication campaign.
7

To be able to convey solution suggestions related to the field of brand communication and corporate communication in written and oral form to stakeholders.

 X
8

To be able to perform studies and practices in accordance with professional and social ethical values.
9

To be able to carry out an independent study on subjects requiring expertise in the field of brand communication.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest