2022/23 Taught Postgraduate Module Catalogue

LUBS5414M Corporate Communications Strategy

15 creditsClass Size: 100

Module manager: Antony Byng
Email: busadgb@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2022/23

Module replaces

LUBS 5413M

This module is not approved as an Elective

Objectives

This module considers both the theoretical and practical aspects of corporate communications in a wider organisational context. The aim is to develop an understanding of the role and scope of Corporate Communications within modern organisations through a critical analysis of theoretical concepts, models and theories.

The objectives of the module are to:

- Acquire insights into the communication context of modern organisations
- Recognise the role and importance of strategic communication in delivering organisational, marketing and business level goals and objectives
- Interpret and critically reflect upon research and literature regarding strategic communication
- Use 'real world' case examples and case studies as a vehicle to build on knowledge gained and as a means to develop methodology for app0lying theory in a variety of organisational settings.

Learning outcomes
Upon completion of this module students should be able to:
- Critically evaluate the historical underpinnings of Corporate Communications and engage with the main debates.
- Summarise the developing role and remit of communication practitioners within organisations both locally and globally.
- Formulate a communication strategy for an organisation and be able to link this to corporate strategy.
- Evalutate and apply theoretical frameworks and models in planning for and managing communication around issues and crises as well as other aspects of Corporate Communications
- Distinguish and utilise various approaches to research and measurement within Corporate Communications.
- Analyse theoretical concepts and their application to real-life case studies, 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.

Learning outcomes - knowledge/application

On completition of this module, students should be able to:

- Critically evaluate the historical underpinnings of Corporate Communications and engage with main debates.
- Summarise the developing role and remit of communication practitioners within organisations, both locally and globally.
- Formulate a communications strategy for an organisation and be able to link this to corporate, market and business level strategy.
- Evaluate and construct theoretical frameworks and models in planning for and managing communication around issues and crises.
- Analyse theoretical concepts and their application to real-life case studies, providing a critique, making and justifying recommendations for practice and extending debates in Corporate Communications.
- Critically evaluate ethical issues within Corporate Communications.

Learning Outcomes - Skills

Subject specific skills:

- Conduct a communications needs analysis within an organisation and formulate communications strategies in anticipation of, and in response to, various situations.
- Articulate the role and contributin of Corporate Communication activities with regard to organisational goals and objectives.
- Construct a clear plan of action in managing issues and dealing with crises.

Transferable Skills:

- Develop oral communication and presentation skills
- Problem solve by finding solutions to problems identified via the case-study approach
- Critically evaluate relevant academic materials and use them in their academic writing
- Produce a piece of academic writing to expected standards

Skills outcomes
Upon completion of this module students will be able to:

Subject specific skills:

- Conduct a communications needs analysis within an organisation and formulate communications strategies in anticipation of, and in response to, various situations.
- Articulate the role and contributin of Corporate Communication activities with regard to organisational goals and objectives.
- Construct a clear plan of action in managing issues and dealing with crises.

Transferable Skills:

- Develop oral communication and presentation skills
- Problem solve by finding solutions to problems identified via the case-study approach
- Critically evaluate relevant academic materials and use them in their academic writing
- Produce a piece of academic writing to expected standards

Syllabus

Indicative content
- Historical foundations and development of Corporate Communications
- Structure and role of corporate communications within modern organisations: exploring the relationship with Marketing and other management functions; Changing practitioner roles
- Conceptual foundations including organisational identity, image and reputation; Stakeholder Management and communication
- Strategic Communication planning, execution, and evaluation of communication campaigns and programmes
- Media relations and global media strategies
- Issues management and Crisis communication - tactics and strategies
- Consumer and Business-to-Business Public Relations
- Investor Relations and Financial Public Relations
- Community Relations
- Social media and Corporate Communications
- Ethical issues in Corporate Communications practice

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	9	1.00	9.00
Private study hours			121.00
Total Contact hours			29.00
Total hours (100hr per 10 credits)			150.00

Private study

Students are required to work individually to cover core topics and develop key skills. Students will have to undertake individual reading and secondary research to build on the key concepts and workindependently to produce coursework deliverables.

Opportunities for Formative Feedback

In addition to formative feedback provided in assignment clinics at various stages throughout the module, progress will be monitored via question and answer sessions during lectures and seminars and by use of case study discussion in class.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Assignment	Individual 3000 word written report	100.00
Total percentage (Assessment Coursework)		100.00

The resit for this module will be 100% by 3,000 words coursework

Reading list

The reading list is available from the Library website

Last updated: 09/12/2022

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