COURSE INTRODUCTION AND APPLICATION INFORMATION

Course Name

Corporate Communication

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
PRA 416	Fall/Spring	3	0	3	5

Prerequisites	None
Course Language	English
Course Type	Elective
Course Level	First Cycle
Mode of Delivery	-
Teaching Methods and Techniques of the Course
Course Coordinator	-
Course Lecturer(s)	Dr. Öğr. Üyesi Zeynep AKSOY
Assistant(s)	-

Course Objectives	This course focuses on strategic communication activities that corporates carry out for various stakeholders such as investors, employees, customers and media. It aims to provide students knowledge and perspective regarding corporate branding strategies and activities.
Learning Outcomes	The students who succeeded in this course; Will be able to define basic concepts of corporate communication Will be able to describe implications of corporate communication Will be able to explain corparate branding strategies through examples Will be able to describe aspects of the effective communication with different stakeholders Will be able to interpret communication strategies and activities of corporate brands
Course Description	This course embraces communication activities for various 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
	Supportive Courses
	Media and Managment Skills Courses
	Transferable Skill Courses

Week	Subjects	Required Materials
1	Introduction
2	An Overview of Corporate Communication	Argenti, P. (2009). Corporate Communication, McGrawHill, pp.45-62
3	Identity, Image and 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	Developing a Corporate Reputation Platform	Van Riel, C. B. M.; Fombrun, C.J. (2007). Essentials of Corporate Communication, Routledge, NY, pp. 131-159
6	Corporate Branding	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.
7	Corporate Social Responsibility	Argenti, P. (2009). Corporate Communication, McGrawHill, pp.105-154.
8	Student presentations
9	Student presentations
10	Media Relations	Argenti, P. (2009). Corporate Communication, McGrawHill, pp.155-182.
11	Issue Management and Crisis Communication	Argenti, P. (2009). Corporate Communication, McGrawHill, pp.257-285.
12	Student presentations
13	Student presentations
14	Student presentations
15	Review of the semester
16	Final Exam

Course Notes/Textbooks

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

ISBN 978-007-127615-3

Suggested Readings/Materials

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.

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

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	12	1	12
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments	1	15
Presentation / Jury	2	10
Project	1	30
Seminar / Workshop
Oral Exam
Midterms
Final Exams		30
		Total	125

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

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