Gwybodaeth Modiwlau
Course Delivery
| Delivery Type | Delivery length / details |
|---|---|
| Seminars / Tutorials | 10 x 4 Hour Sessions |
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Individual essay 1,500 words | 33% |
| Semester Assessment | Individual essay 1,500 words | 33% |
| Semester Assessment | Individual presentation of a communication plan | 34% |
| Supplementary Assessment | Individual essay 1,500 words | 33% |
| Supplementary Assessment | Individual essay of 1,500 words | 33% |
| Supplementary Assessment | Provision of annotated presentation | 34% |
Learning Outcomes
On successful completion of this module students should be able to:
Demonstrate an understanding of consumer-oriented tools of corporate marketing communications
Critically evaluate the impact of consumer-oriented promotion tools in the integrated marketing communications mix
Describe and discuss the Public Relations function
Critically evaluate tools and aims of Public Relations
Demonstrate and understanding of Impression Management strategies
Perform Impression Management techniques
Aims
Corporate Marketing Communications plays a central role in the development of success variables such as corporate reputation and sustainable relationships of an organization with its consumers and other stakeholders. This module aims to develop a student's knowledge and understanding of the advanced theories involved in marketing communications applications and strategies.
Content
Corporate Marketing
Communications Theory
Part 2: Consumer-directed Corporate Communications
Corporate advertising and promotions
'Servicescapes' (surroundings/architectures) in personal encounters
Part 3: The Public Relations Function
Management of corporate reputation/strategies to maintain goodwill and mutual understanding between an organization and its publics
CEO-reputation
Investor Relations
Lobbying/Public Affairs
Stakeholder Dialogues
Corporate Events
Part 4: Impression Management
Individual IM-strategies (e.g. self-presentation skills, rhetoric)
IM on the corporate level
Brief description
The purpose of this module is to provide students with a comprehensive framework for being able to question, manage and execute advanced communication strategies to build corporate reputation and relationships with consumers and the wider public. It accounts for the increasing corporate accountability, consumer, shareholder and stakeholder scrutiny and a progressive fragmentation of markets and an increasing complexity of organizational communication environments.
Module Skills
| Skills Type | Skills details |
|---|---|
| Application of Number | |
| Communication | Read in different contexts and for different purposes. Write for different purposes and audiences. Speak in different contexts and for different purposes (incl. presentation and discussion). Listen effectively. |
| Improving own Learning and Performance | |
| Information Technology | Use a range of commonly used software packages. Present information and data. |
| Personal Development and Career planning | Develop awareness of personal skills, beliefs and qualities in relation to course/career progression. Market skills, experience and achievement effectively on paper and in person |
| Problem solving | Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. |
| Research skills | Produce academically appropriate reports |
| Subject Specific Skills | Students will develop their knowledge about communication skills and tools on the corporate level and, in a holistic, integrated approach, on the individual level as well |
| Team work | Contribute to effectively to the planning of group activities. Play an active part in group activities. Exercise negotiation and persuasion skills. |
Reading List
Essential ReadingGoffman, Erving. (1969.) The presentation of self in everyday life /Erving Goffman. Allen Lane Primo search Pelsmacker, Patrick de (2007) Marketing communications :a European perspective /Patrick De Pelsmacker, Maggie Geuens, Joeri Van den Bergh. 3rd ed. Prentice Hall/Financial Times Primo search Pickton, David. (2004.) Integrated marketing communications /David Pickton, Amanda Broderick. 2nd ed. Prentice Hall Financial Times Primo search Wilcox, D., Cameron, G. (2006) Public Relations. Strategies and Tactics Harlow: Prentice Hall Primo search Recommended Text
Corporate Communications - An International Journal Primo search (c1986-) European journal of communication. http://www.aber.ac.uk/is/ejournals Sage Publications European journal of marketing. http://www.aber.ac.uk/is/ejournals MCB Publications Ltd. Journal of Communication Management Primo search Journal of marketing communications. http://www.aber.ac.uk/is/ejournals Chapman & Hall. Public relations review. http://www.aber.ac.uk/is/ejournals JAI Press [etc.] (c1973-) The Journal of business communication http://www.aber.ac.uk/is/ejournals American Business Communication Association Journal of Public Relations Research Primo search Organizational Communication Primo search Supplementary Text
Balmer, J.M.T., Greyser, S.A. (2006) European Journal of Marketing Corporate marketing. Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation Vol. 40, No. 7/8, pp. 730-741 Primo search
Notes
This module is at CQFW Level 7