57613 Corporate and Marketing Communication
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particular session, location and mode of offering is the authoritative source
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Subject handbook information prior to 2025 is available in the Archives.
Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksRequisite(s): 16 credit points of completed study in spk(s): STM91564 Core stream (Media, Industry and Practice)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 57220 Corporate and Marketing Communication AND 57813 Corporate and Marketing Communication
Description
This subject provides students with an understanding of the roles and interplay between corporate and marketing communications within various organisations, including government agencies. They gain insights into crafting effective strategies that align with organisational goals while navigating the nuances between these communication forms. Through critical analysis, students develop skills to assess the ethical implications and effectiveness of communication practices, learning to resolve potential conflicts and ensure cohesive messaging. The learning process involves active comparison, critique, and application of real-world communication scenarios.
Subject learning objectives (SLOs)
| a. | Understand where practices of marketing and corporate communication are complementary and contradictory. |
|---|---|
| b. | Analyse the relevant political, social, economic, and technological contexts for organisations and brands. |
| c. | Understand the scholarly and professional methods and frameworks used to understand how brands and organisations connect with and engage relevant audiences |
| d. | Analyse the reputation, identity and communication posture of a brand or organisation. |
| e. | Articulate a clearly expressed, critical and coherent argument. |
Course intended learning outcomes (CILOs)
This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:
- Apply a specialised body of theoretical and practice-oriented knowledge and skills to develop, implement and evaluate innovative and integrated solutions to real-world communication challenges (1.1)
- Critically, creatively and/or collaboratively analyse, debate and reflect on strategic communication models, practices and solutions by planning and executing a body of research to solve complex problems (2.1)
- Persuade and engage diverse audiences through both written and oral communication strategies, across a range of media formats, with consideration of others' needs and views. (6.1)
Teaching and learning strategies
Students learn through a range of modes and methods including weekly classes, block workshops, and access to online resources. Learning will be facilitated using case studies, group discussion, and reading of academic and professional literature. Formative feedback will be provided during weekly classes, from the first seminar, workshops and via online discussion boards. Students are expected to apply critical thinking, analytical skills, and creativity and will develop their communication skills through written work, group discussion and presentations, where weekly readings and exercises are essential to learning.
Content (topics)
Students gain an understanding of contemporary corporate and marketing communication strategies and tactics. These are an important aspect of the evolving communication environment in a period of dynamic socio-cultural change within which 'corporate bodies' must manage their complete mix of communication activities. Students examine how corporate and marketing communication should be integrated and complementary, but also how the two practices can be in conflict and the ways within organisations that such conflict can be managed. Also addressed are the evolution of communication practices and techniques and the opportunities which they present for integrated "enterprise" communication approaches.
Assessment
Assessment task 1: Corporate reputation Analysis
| Objective(s): | b, c, d and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 50% | ||||||||||||||||||||||||
| Length: | 1500 words | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Brand Communication Analysis
| Objective(s): | a, b, c and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 50% | ||||||||||||||||||||||||
| Length: | 8-minute screencast + 250-word reflection | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
Attendance?is essential in this subject. These classes are based on a collaborative approach that involves essential workshopping and interchange of ideas with other students and the tutor to build capacities towards meeting the subject learning objectives. A roll will be taken at each class (whether on campus or online). Students who have more than two absences from class will be refused marking of their final assessment (see Rule 3.8).
Required texts
Cornelissen, J. (2023) Corporate Communications: A Guide to Theory and Practice, 7th edn, Sage GB
References
Baines, P (2015), Doing Good By Doing Good: Why Creating Shared Value is the Key to Powering Business Growth and Innovation. (1st Edn), Wrightbooks
Beger, R (2018) Present Day Corporate Communication: A Practice Oriented, State-of-the-Art Guide Springer, Singapore.
Beattie, V. & Smith, S. (2010) ‘Human capital, value creation and disclosure’, Journal of Human Resource Costing & Accounting, vol. 14, no. 4, pp. 262-85.
Conaway, R.N and Laasch, O (2012) Communication in Responsible Business: Strategies, Concepts and Cases, Business Expert Press
Gambetti, R. & Shultz, D. (2015) ‘Reshaping the boundaries of marketing communication to bond with consumers’, Journal of Marketing Communications, vol. 21, no. 1, pp. 1-4.
Kitchen, P. & Burgmann, I. (2010) ‘Integrated marketing communication’, in J. Sheth & N. Mulhotra (eds), International Encylcopedia of Marketing, Part 4, pp. 1–23
Kotler, P. (2017), Marketing 4.0: Moving from traditional to digital. Wiley, NJ.
Kohler, K, and Zerfass, A (2019). ‘Communicating the corporate strategy: An international benchmark study in the UK, the USA and Germany’. Journal of Communication Management 23(4), pp348-374
Macnamara, J., Lwin, M., Adi, A., & Zerfass, A. (2016), ‘”PESO” media strategy shifts to “SOEP”: Opportunities and ethical dilemmas’, Public Relations Review. vol. 42, no. 3, pp. 377–85.
Melewar T., Karasmanoglu, E. & Paterson. D. (2005) ‘Corporate identity: concept, components and contribution’, Journal of General Management, vol 31, no. 1, pp. 40-60
Rosethorn, H. (2009), The employer brand: keeping faith with the deal, Gower Publishing, Farnham, Surrey, UK.
Sheldrake. P. (2011). The business of Influence: Reframing marketing and PR for the digital age. John Wiley & Sons, Chichester, UK.
Trcek, D. (2018), Trust and reputation management systems. Springer, Switzerland.
Van Riel, C. (2003), ‘The management of corporate communications,’ in J. Balmer & S. Greyser (eds), Revealing the corporation, Routledge, London, pp. 161-70