57813 Corporate and Marketing Communication
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Subject handbook information prior to 2025 is available in the Archives.
Credit points: 8 cp
Subject level:
Postgraduate
Result type: Grade and marksThere are course requisites for this subject. See access conditions.
Anti-requisite(s): 57220 Corporate and Marketing Communication AND 57613 Corporate and Marketing Communication
Description
This subject examines contemporary corporate and marketing communication objectives, strategies and methods used to promote organisations, products and services. Students examine differences and complementation between corporate communication and marketing communication, comparing the intent, strategies, and tactics employed in marketing communication practice with those used in corporate communication practice. Students compare the drivers of decision-making for both forms of communication practice and consider how priorities support and conflict with one another. In doing this, students critically examine methods of corporate and marketing communication from standpoints of ethics and effectiveness.
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 through the use of 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, which is an 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: | 2000 words | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Brand Communication Analysis
| Objective(s): | a, b and e | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 50% | ||||||||||||||||||||||||
| Length: | 8-minute Screencast + 750-word essay | ||||||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Minimum requirements
In this subject assessment tasks are cumulative. Each task builds understanding and/or skills that is informed by formative feedback. All assessments must be submitted for students to pass the subject. Each task assesses unique subject learning objectives.
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, CA.
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.
Management Study Guide. 2019, ‘Marketing communications’
Management Study Guide. 2019, ‘Consumer communication and persuasion'
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