This course will deal with the role of corporate communication in contemporary organizations, its function, the strategies and the activities that are involved.
We will start with the nature of corporate communication and its historical background. Then the role it plays in building and maintaining relationships with the stakeholders of a company will be addressed. Next, we will study the key issues of corporate social responsibility, reputation management and corporate branding. We will go into the literature behind developing corporate communication strategies and how to implement them into communication programs, how to measure its success and the effect they have on the company’s reputation. Students will carry out a case study in which they analyze how the corporate communication of an organization or company is realized in practice and what impact it has on the image and reputation among its stakeholders.