JCO 4108 ORGANIZATIONAL AND CORPORATE COMMUNICATION
COURSE NAME:
COURSE CODE:
CREDIT UNITS:
CONTACT HOURS :
TYPE OF COURSE :
ORGANIZATIONAL AND CORPORATE
COMMUNICATION
JCO 4108
4
60
CORE
Course Description :
The course is an introduction to the field of organizational and corporate
communications. Students learn about: basic terms, concepts and theoretical
perspectives used to examine communication in organizational contexts, the
management of corporate bodies, Brand management, corporate and
organizational identity, Corporate Reputation, use of media and communication
technologies in corporate communication; communication behavior and networks
within organizations; communication systems; communication climate;
communication barriers in organizational settings.
Course Objectives:
1. To equip students with a clear understanding of how organizations work.
2. To enable students understand and apply the principles of organizational
communication to different contexts.
3. To equip the students with the skills to write, plan, edit, design and
implement communications strategies that influence stakeholder groups.
Course Outline:
1. Introduction:
Principles and practices of corporate communication; Communication
behavior and networks within organizations; communication climate, and
communication barriers in organizational settings.
2. Theoretical perspectives of communication in organizational contexts:
Competing values framework for corporate communication; Framing in
organizations; sense-making
3. Issues of organizational leadership
Role of communication in management and leadership; leadership theory
(trait approach, situational approach, style approach, transformational
approaches); challenges in leadership communication
4. Reputation, image and impression management
5. Corporate identity, corporate culture, corporate image, impression
management
Functions of corporate communication
6. Employee relations; community relations & corporate social responsibility;
investor relations; government relations
Internal communication
1
7. Organizational communication; internal verbal communication; written
communication; the importance of effective communication in the
organization
External communication
8. Recognizing publics & stakeholders; forms of corporate messaging –
vision statements, mission statements, promotions, channels of
communication
9. Analysis and control
10. Stakeholder analysis; communication audits within organizations
11. Role of communication during mergers; acquisitions; implementing
change programs; coping with change that occurs in organizational
settings.
12. The future of organizational communication
Learning Outcomes:
By the end of the course, the student should be able to
1. Develop solutions to specific problems in organizational communication.
2. Demonstrate effective communication skills in at least two settings,
including organizational, small group or electronically mediated;
3. Recognize business trends transforming the work environment and
understand how change comes about in organizations;
4. Apply communication concepts to business and management practices
Methods of Teaching/Delivery:
• Lectures
• Group work
• Class discussions
• Case studies
• Guest lectures
• Independent study
Methods of Assessment:
• Coursework and oral presentation will contribute 40%
• The final examination will contribute 60%
Readings/Reference Materials/Learning Resources:
• Bonnye Stuart, marylin Sarow, Laurence Stuart (2007). Integrated
Business Communication in a Global Marketplace. John Wiley & Sons ltd,
England.
• Bronn, C. (2002) Organizational aspects of corporate communications, in:
P. Simcic Bronn and R. Wiig (eds), Corporate Communication: A Strategic
Approach to Building Reputation, Oslo: Gyldendal.
• Fombrun, C.J. and Riel, C.B.M. van (2004) Fame and Fortune: How the
World's Top Companies Develop Winning Reputations, New York:
Pearson Publishing.
70
•
•
May, Steve and Mumby, Dennis K. 2005. "Engaging Organizational
Communication Theory and Research." Thousand Oaks, CA: Sage.
Riel, C.B.M. van & Fombrun, C. (2007) Essentials of Corporate
Communication, Abingdon: Routledge
71