2017/18 Taught Postgraduate Module Catalogue

LUBS5413M Corporate Communications Strategy

30 creditsClass Size: 125

Module manager: Kendi Kinuthia
Email: V.K.Kinuthia@leeds.ac.uk

Taught: Semesters 1 & 2 (Sep to Jun) View Timetable

Year running 2017/18

Module replaces

LUBS 5412M

This module is not approved as an Elective

Objectives

This module aims is to provide students with a deep understanding of the role and scope of Corporate Communications within modern organisations and hence acquire insights into modern organisational strategy and the importance of communication in delivering organisational goals and objectives. It further aims to provide students with the skills to interpret and critically reflect upon research literature regarding strategic communication, build on knowledge gained, and develop methodologies for applying this knowledge to practical problems.

Learning outcomes
Upon completion of this module students will be able to:
- Critically evaluate the historical underpinnings of Public Relations and Corporate Communications and engage with the main debates, summarizing the developing role and remit of communication practitioners within organisations
- Formulate a communication strategy for an organisation and be able to link this to corporate strategy, including articulating the role and contribution of Corporate Communication activities to organisational goals and objectives
- Construct theoretical frameworks and models in planning for and managing communication around issues and crises as well as other aspects of Corporate Communications
- Utilise various approaches to research and measurement within Corporate Communications, providing a critique, making and justifying recommendations for practice and extending debates in Corporate Communications
- Critically evaluate ethical issues within Corporate Communications and the implications of these in practice
- Conduct a communications needs analysis within an organisation and formulate communications strategies in anticipation of, and in response to, various situations

Skills outcomes
Upon completion of this module students will be able to:
Transferable
- Exercise effective oral communication and presentation skills individually and in a group context
- Solve problems identified/presented via the case-study approach
- Critically evaluate relevant academic materials and use them in academic writing

Subject Specific
- Construct a clear plan of action in managing issues and dealing with crises

Syllabus

Indicative content
Historical foundations of Public Relations and Corporate Communications; Introduction to the corporate/organisational strategy; Communication strategy; Models and frameworks of communication; Organisational identity, image and reputation management; Stakeholder theory; Scope and role of corporate communications within the modern organisation; Structuring the Corporate Communications function; Practitioner roles; Crisis communication and issue management; Theories in and approaches to media relations including global media; Investor relations and financial public relations; Government relations, lobbying, advocacy and public affairs; Community relations and Corporate Social Responsibility; Ethical issues around Corporate Communications; Approaches to research and measurement within Corporate Communications.

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	20	2.00	40.00
Seminar	20	1.00	20.00
Private study hours			240.00
Total Contact hours			60.00
Total hours (100hr per 10 credits)			300.00

Private study

Students will be provided with a detailed reading list and will be expected to read both journal articles and core text chapters to aid their understanding of the lecture material and enrich the discussion and activities in seminar sessions. There will also be an assessed individual essay whereby students will be expected to apply theoretical concepts to a case of their choice and show clear evidence of reading.

Group work will be built around a 'live' case. Groups will have to undertake research into the organisation’s situation before applying relevant theoretical concepts.

Finally, students will be required to produce a reflective statement detailing their understanding of the module and its role in their personal and professional development.

Opportunities for Formative Feedback

In addition to assessed coursework submitted at stages throughout the module, progress will be monitored via frequent question and answer sessions during lectures and seminars and by use of discussion boards on the VLE.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Assignment	Individual 3000 words (A)	50.00
Assignment	Individual,3000 words (B)	50.00
Total percentage (Assessment Coursework)		100.00

A). This will be an individual written 3000 word assignment in which the students will be required to formulate a communication strategy following a brief provided to them in week 6. The assignment will pay particular attention to testing the students’ understanding of basic Corporate Communications and Public Relations concepts as well as key considerations in strategic communication, including global realities and cultural differences. B). This will be an individual assignment, focusing on applying an aspect of corporate Communication theory to an organisation of their choice. The main focus here will be on issue and crisis communication, although students will be required to pull from other relevant areas/theories in their explanations. This will be examined as follows: Students will then write a3000 word essay where they will apply relevant theories in offering a critique of the response strategy/ies applied by their chosen organisation to the select case/scenario. They will be expected to suggest an alternative approach whilst making recommendations for practice as well as contributing to/extending theoretical debates in Public Relations and Corporate Communications.

Reading list

The reading list is available from the Library website

Last updated: 16/06/2015

Disclaimer

Browse Other Catalogues

• Undergraduate module catalogue
• Taught Postgraduate module catalogue
• Undergraduate programme catalogue
• Taught Postgraduate programme catalogue

Errors, omissions, failed links etc should be notified to the Catalogue Team.PROD