Corporate Communication In a Global Context

Module code: ML3014

Module co-ordinator: Dr Christian Morgner 

Module Outline

The module aims to introduce students to the theory and practice of corporate communication. It will track the historical evolution of corporate communication to foreground the specific challenges presented by a globalised world. Issues examined will include the management of corporate identity, branding and reputation in a global context. Further, the domains of media relations, crisis communication and corporate social responsibility will receive focussed attention. The module will examine these issues in relation to key international case studies.

Assessment Methods

  • One-hour class test examining knowledge theoretical knowledge and critical application (30%)
  • 1,500 word essay examining case study relating to identity, branding and reputation management (30%)
  • 2,500 word essay examining case study relating to crisis communication and/or corporate social responsibility (40%)

Teaching and Learning Methods

  • Weekly lecture sessions and follow up seminars involving guided reading
  • Private study comprising guided reading and preparation associated with classes; student self-directed reading; preparation and production of assessed work
  • As well as selected reading, video, audio and other materials are used for illustration

Set Texts

No set texts. Readings will be prescribed in line with the requirements of the lectures/seminars.

Recommended Background Reading and Additional Resources

Corporate Communications: Theory and Practice (Cornelissen 2004)

Corporate Social Responsibility: The Good, the Bad and the Ugly (Banerjee 2009)

The Handbook of Communication and Corporate Social Responsibility (Ihlen, Bartlett & May 2011)