COURSE INTRODUCTION AND APPLICATION INFORMATION


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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
Course Coordinator -
Course Lecturer(s)
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 classify measurement methods of effectiveness of corporate communication
  • 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 Content This course embraces communication activities for various stakeholders within the framework of reputation management, branding strategies, identity, image, corporate story through case studies.

 



Course Category

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

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction
2 Communication system, what is corporate communication? Riel, C. B. M. van.; Fombrun, Charles J., Essentials of Corporate Communication : Implementing Practices for Effective Reputation Management, Taylor & Francis Routledge, NY, 2007, pp. 1-37
3 From communication to reputation Riel, C. B. M. van.; Fombrun, Charles J., Essentials of Corporate Communication : Implementing Practices for Effective Reputation Management, Taylor & Francis Routledge, NY, 2007, pp. 38-60
4 Corporate identity Riel, C. B. M. van.; Fombrun, Charles J., Essentials of Corporate Communication : Implementing Practices for Effective Reputation Management, Taylor & Francis Routledge, NY, 2007, pp.61-79
5 Measuring corporate identity Riel, C. B. M. van.; Fombrun, Charles J., Essentials of Corporate Communication : Implementing Practices for Effective Reputation Management, Taylor & Francis Routledge, NY, 2007, pp.80-105
6 Case Studies
7 Midterm
8 Corporate branding Riel, C. B. M. van.; Fombrun, Charles J., Essentials of Corporate Communication : Implementing Practices for Effective Reputation Management, Taylor & Francis Routledge, NY, 2007, pp. 106-130
9 Developing corporate reputation Riel, C. B. M. van.; Fombrun, Charles J., Essentials of Corporate Communication : Implementing Practices for Effective Reputation Management, Taylor & Francis Routledge, NY, 2007, pp. 131-159
10 Communicating with stakeholders Riel, C. B. M. van.; Fombrun, Charles J., Essentials of Corporate Communication : Implementing Practices for Effective Reputation Management, Taylor & Francis Routledge, NY, 2007, pp. 181-206
11 Effectiveness of corporate communication Riel, C. B. M. van.; Fombrun, Charles J., Essentials of Corporate Communication : Implementing Practices for Effective Reputation Management, Taylor & Francis Routledge, NY, 2007, pp. 207-227
12 Corporate citizenship Michael B.Goodman, Corporate Communication:Theory and Practice, State University of New York Press, 1994, pp. 112-164
13 Corporate communication and the Media Michael B.Goodman, Corporate Communication:Theory and Practice, State University of New York Press, 1994, pp. 165-185
14 Crisis management Michael B.Goodman, Corporate Communication:Theory and Practice, State University of New York Press, 1994, pp. 186-217
15 Review of the semester
16 Final Exam
Course Textbooks

Above mentioned book chapters

References

Paul Argenti, Corporate Communication, (Mc Graw Hill, 2009).

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
25
Presentation / Jury
Project
Seminar / Workshop
Portfolios
Midterms / Oral Exams
1
25
Final / Oral Exam
1
40
Total

Contribution of Semester Work to Final Grade
3
60
Contribution of Final Work to Final Grade
1
40
Total

ECTS / WORKLOAD TABLE

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
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
20
Presentation / Jury
Project
Seminar / Workshop
Portfolios
Midterms / Oral Exams
1
20
Final / Oral Exam
1
35
    Total
135

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

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

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