BC532: Directing Corporate Communication

Course Credits:
Course Hours Per Week:

Course Overview

This course demonstrates the urgent need for a model of strategic corporate communication that allows the organization to “speak with one voice.” It offers a cohesive model and provides an opportunity to apply that model in a real-world context. Students will investigate a wide range of related topics including:

  • Corporate identity and image
  • Internal communications
  • Advertising and public relations
  • Investor relations and crisis communication

The course project is an Organizational Communication Analysis: Evaluating an Organization’s Internal and External Communications. Students will assess an organization’s employee communication, product advertising, corporate advertising, public relations, investor relations, corporate philanthropy, government relations, and crisis communication.

Course Learning Objectives

  • Determine how the goals of an organization drive the communication strategy of the company.
  • Define the key constituencies with whom an organization communicates through the distinct yet overlapping functions of corporate communication.
  • Evaluate the effectiveness of corporate communication efforts to all constituencies of an organization and in all functional areas.
  • Design an organizational communication analysis that facilitates key communication improvement recommendations within an organization.
  • Prepare a presentation for corporate leadership that outlines functional areas with focused and consistent messages, functional areas with unfocused and inconsistent messages, and proposed improvements.

Special Requirements

  • PowerPoint
  • Headset with microphone