57220 Corporate and Marketing Communication8cp
There are course requisites for this subject. See access conditions.
This subject examines contemporary corporate and marketing communication objectives, strategies and methods employed by corporations and other ‘corporate bodies’ such as government agencies (e.g. transport, health, etc.) to promote their organisation, its products and services. Differences and complementation between corporate communication and marketing communication are explained. Students examine contemporary marketing communication methods with customers and potential customers, such as advertising, electronic direct mail (e-DM), promotions, events such as exhibitions and trade shows, product PR, and public social media. In addition, students explore key corporate communication concepts such as corporate identity, reputation, corporate social responsibility, and communication with stakeholders such as employees, shareholders, regulators, and local communities. Methods of internal and external corporate communication are examined, including corporate websites, intranets, internal social media, annual reports, newsletters, and corporate PR and publicity. Students are encouraged to critically examine methods of corporate and marketing communication from a standpoint of ethics and effectiveness.
Detailed subject description.