Executive Communication Development Programme

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Contemporary corporate communication and strategic management

Through studying this module students will gain an understanding of how organisations develop their reputation through strategic corporate communication management. Students will understand how traditional and digital media are integrated to generate the authenticity and transparency required in an era of growing openness required by stakeholders. This module will also cover contemporary strategic management models and principles of coaching and mentoring.

This module aims to:

• Critically analyse the growing strategic significance of reputation management for the contemporary organisation
• Develop a body of knowledge and in-depth understanding of corporate communication theory
• Encourage you to develop your own ability to implement effective stakeholder engagement strategies
• Enable you to conduct communication audits that inform integrated corporate communication strategy
• Encourage you to become an influential corporate communicator, providing counsel and input to broader corporate strategy

Learning Outcomes

Knowledge and Understanding
Students should be able to demonstrate:

• High level of awareness of current and developing issues pertaining to corporate communication as informed by leading edge research
• Detailed knowledge and understanding of corporate communication concepts and tools and their application to maintain and enhance organisational reputation
• High level understanding of corporate strategy and the contribution of corporate communication to reputation management

Cognitive Skills
Students should be able to:

• Demonstrate a critical awareness of the importance of corporate communication management as a primary source of organisational reputation
• Creatively apply and critically evaluate corporate communication and management theories and concepts
• Develop and apply corporate communication strategies that maintain and enhance organisational reputation

Professional Skills and Attitudes
Students should be able to:

• Analyse complex organisational issues in order to generate justified and feasible corporate communication solutions that maintain or enhance organisational reputation
• Manage campaigns that keep stakeholder groups informed and provide them with a voice
• Provide strategic advice to senior managers and provide input to corporate strategy
• Develop strategic corporate communication plans

General Transferable Skills

Students should be able to:

• Adopt a proactive approach to personal ethical development and sensitivity to diversity in people and different situations which contributes to enhancing employability
• Enhance their communication and interpersonal skills by engaging in effective written and oral communication of complex ideas and arguments, using a wide range of media
• Match their working style as an individual and when in groups to achieve and encourage overall effectiveness
• Take responsibility for initiating and controlling their own work and learning experiences in order to improve their personal effectiveness

Assessment
This module is assessed through the completion of a portfolio of work and a 1500 word report.
Portfolio

An individual portfolio of work comprising the following elements:

• 500 word reflection after each workshop considering how corporate communication theory and concepts can be applied in own organisation
• Record of an action planning meeting with a senior management team (either corporate communication or operational) where corporate communication measurement methods are reviewed
• 1500 word report, exploring how the role of corporate communication could be developed at a specific organisation

Internal communication and engagement (this is the second example)

Through studying this module you will develop an understanding of how organisations and employees benefit from effective internal communication that leads to higher levels of employee engagement.

Educational Aims
This module aims to:

• Critically analyse the growing strategic significance of internal communication and engagement for the contemporary organisation
• Explore how organisations communicate with internal stakeholders to enhance engagement
• Develop a body of knowledge and in-depth understanding of internal communication and engagement theory
• Encourage you to develop your own ability to implement effective internal communication and engagement strategies
• Enable you to conduct internal communication audits

Learning Outcomes

Knowledge and Understanding
Students should be able to demonstrate:

• Deep and systematic understanding of the values and techniques of the practice of managing internal communication and engagement
• High level of awareness of current and developing issues pertaining to managing internal communication and engagement as informed by contemporary research
• Detailed knowledge and understanding of internal communication and engagement concepts and tools and their application to maintain and enhance organisational reputation
• Detailed knowledge of leading edge theory and practice in key internal communication and engagement disciplines

Cognitive Skills
Students’ should be able to:

• Demonstrate a critical awareness of the importance of internal communication and engagement management as a primary source of organisational reputation
• Creatively apply and critically evaluate internal communication and engagement management theories and concepts
• Critically evaluate approaches to proactive employee engagement that maintain and enhance organisational reputation
• Develop and apply internal communication and engagement strategies that maintain and enhance organisational reputation

Professional Skills and Attitudes
Students should be able to:

• Undertake internal communication audits that are of high quality and widely sourced to inform managerial decision making
• Analyse complex organisational issues in order to generate justified and feasible employee communication and engagement solutions that maintain or enhance organisational reputation
• Manage campaigns that keep stakeholder groups informed and provide them with a voice
• Develop strategic employee communication and engagement plans

General Transferable Skills
Students should be able to:

• Adopt a proactive approach to personal ethical development and sensitivity to diversity in people and different situations which contributes to enhancing employability
• Enhance their communication and interpersonal skills by engaging in effective written and oral communication of complex ideas and arguments, using a wide range of media
• Match their working style as an individual and when in groups to achieve and encourage overall effectivenessTake responsibility for initiating and controlling their own work and learning experiences in order to improve their personal effectiveness

Assessment
This module is assessed through the completion of a portfolio of work and a 1500 word report.
Portfolio

An individual portfolio of work comprising the following elements:

• 500 word reflection after each workshop considering how internal communication and employee engagement theory and concepts can be applied in own organisation
• Record of an action planning meeting with a senior management team (either corporate communication or operational) where internal communication measurement methods are reviewed
• 1500 word report, exploring how a more participative approach to internal communication could be developed at a specific organisation