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 | Repeat failed elements or equivalent | 33% |
| Supplementary Assessment | Repeat failed elements or equivalent | 33% |
| Supplementary Assessment | Repeat failed elements or equivalent | 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 & Communication - an overview
Special course topic: Crisis Communication
Part 2: Fundaments of Corporate Communications
Public relations
Corporate advertising
Internal & External communication environments
Part 3: New perspectives on Corporate communication
Corporate communication online
Corporate Identiy, Branding & Reputation
Impression Management (Corporate level)
Impression Management (Individual level)
Part 4: Corporate Communication Conference Simulation
Study presentations on specialist topics
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
General Text(2013.) Managing corporate communication :a cross-cultural approach /edited by Rosella Gambetti, Stephen Quigley. Palgrave Macmillan Primo search (2012.) The public relations handbook /edited by Alison Theaker. https://www.dawsonera.com/guard/protected/dawson.jsp?name=https://passport01.leeds.ac.uk/idp/shibboleth&dest=http://www.dawsonera.com/depp/reader/protected/external/AbstractView/S9780203804827 4th ed. Routledge Cornelissen, Joep. (2011.) Corporate communication :a guide to theory and practice /Joep Cornelissen. 3rd ed. SAGE Primo search Doorley, John. (c2011.) Reputation management :the key to successful public relations and corporate communication /John Doorley and Helio Fred Garcia. 2nd ed. Routledge Primo search Malhotra, Naresh K. (2007.) Marketing research :an applied approach /Naresh K. Malhotra, David F. Birks. 3rd European ed. Prentice Hall/Financial Times Primo search Pallant, Julie. (2010.) SPSS survival manual :a step by step guide to data analysis using SPSS /Julie Pallant. 4th ed. Open University Press Primo search Pelsmacker, Patrick de Marketing communications :a European perspective /Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh. 5th edition. Primo search Pelsmacker, Patrick de (2010.) Marketing communications :a European perspective /Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh. 4th ed. Financial Times Prentice Hall Primo search
Notes
This module is at CQFW Level 7