Module Information

Module Identifier
Module Title
Corporate Marketing Communications
Academic Year
Semester 2
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 11 x 4 Hour Lectures


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


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.

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.


Part 1: Introduction to Corporate Marketing Communications
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

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.


This module is at CQFW Level 7