Module Information

Module Identifier
Module Title
Academic Year
Semester 2
Other Staff

Course Delivery

Delivery Type Delivery length / details
Seminars / Tutorials 10 x 4 Hour Sessions


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


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.


Part 1: Introduction to Corporate Marketing Communications
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
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 Reading
Goffman, 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. Sage Publications European journal of marketing. MCB Publications Ltd. Journal of Communication Management Primo search Journal of marketing communications. Chapman & Hall. Public relations review. JAI Press [etc.] (c1973-) The Journal of business communication 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


This module is at CQFW Level 7