CDM 8215

The aim of the course is for students to understand the process of corporate communication management as well as the importance of designing a complete communication program. The aim of the course is for students to understand the new model of corporate communication, the concept, forms and axes of integration of communication in organizations. The course is organized in such a way as to present in detail the ways of managing relationships with the important stakeholders of an organization (shareholders, employees, local community, media, government and customers) in the light of an integrated approach to the various communication functions of the organization.

Upon successful completion of the course the student will be able to: 

• distinguish the differences regarding the concepts of corporate communication, integrated communications and integrated marketing communications. 
• recognize the importance of an integrated approach to managing corporate communication. 
• understand the different forms of integration of corporate communication in terms of their advantages and disadvantages depending on the type of organization. 
• compare and contrast the contribution of each communication function to the design of an integrated communications program. 
• divide an organization's stakeholder groups based on their power and degree of interest in the business. 
• adapt theoretical approaches to the selection of appropriate strategies for communicating with different stakeholder groups. 
• compose integrated communication programs for various stakeholders in companies and organizations. 
• design corporate social responsibility programs. 
• interpret the results of integrated communication programs through the analysis of case studies.