Module 1: Corporate Communication Leadership and Strategic Management

The module sets the scene for the course by exploring and explaining key challenges in the field of corporate communication from different dimensions. On a personal level, it is discussed how communication leaders enact their jobs and what are their routines, experiences and drivers for success. Participants are encouraged to bring in their own perspectives and questions related to their positions and industries. On an organizational level, the module will show how communication contributes to economic success and legitimacy. Different approaches to create and explain value through corporate communication are outlined. On the macro level of business, media and society, basic concepts as well as recent trends are discussed to provide a framework that helps communication leaders to adopt their job to future challenges. The module will introduce key definitions and theories. It will also outline goals for the research thesis and explain the process to run such a project. Participants are given guidance in this module to develop ideas for benchmark projects on corporate communication that can be performed as a thesis project.　

Subject Areas:　

Corporate Communication Today: 　

The profession and the function, Status quo and challenges　

Key concepts and definitions 　

Identifying key challenges in participants’ organizations and daily practice　

Alternative research perspectives: Macro, Meso, Micro　

Social theories and corporate communication　

Description of society: reflexive modernity and structuration　

Legitimization, power and ethics　

Democracy, interests and public spheres　

Medialization and mass communication 　

Competing Approaches in Theory and Practice　

Integrated Framework for Corporate Communication　

Theory of Corporate Communication　

Mapping the Future: The Communicative Organization　

Module 2: Building Strategic Competencies　

The key to having influence in the strategic processes of an organization depends on the ability to exhibit a strategic orientation. This module will introduce participants to processes and tools that can help them demonstrate they are able to think and act strategically. They will learn principles and theories associated with systems thinking, creativity and innovation, methods for taking a proactive stance through issues orientation and a stakeholder approach. Upon completion of the module they will be better prepared to help their organizations be clear about where they are and provide insight about where they need to be in the future. 　

Subjects areas: 　

Focus on Relational Theories　

Stakeholder Theory　

Situational Theory　

Systems Theory　

Principles of Strategic Thinking　

Strategic Issues Management　

Stakeholder Mapping and Analysis　

Environmental Scanning　

Systems Thinking for Strategic Communication 　

Sense Making and Systems Thinking　

Module 3: Creating Legitimacy: Reputation and Corporate Branding 　

This module’s discussions on branding, communication and legitimacy provide participants with substantial insight into the workings of branded communication, its psychological and sociological basis, fundamental concepts and its proper role in strategic management. Participants are introduced to theories of social interaction, selected consumer behavior and brand communications insights to understand the scope and objectives of professional communication.　

Subject Areas:　

Fundamentals of Branding / Brand Equity　

Brand/Stakeholder Communities　

(Corporate) Brand Positioning　

Behavioral Branding　

Social Media Marketing　

Corporate Social Responsibility　

Module 4: Managing Communication and the Communication Function

Participants will learn about the infrastructure for communication in corporations and key processes to manage communication strategically. The module explores alternative set-ups and governance strategies for communication functions. A specific focus will be lead on relationships to the executive board, marketing, human resources, management accounting, and other business partners within the company. Routines for defining communication goals and planning programs, campaigns, cross-media activities and content strategies are discussed and explained through case studies. Managing and motivating people, agencies and service providers will be discussed, including methods to assess competencies for communicators and rationales for outsourcing activities. The module will help leaders to understand key concepts of management accounting, budgeting and controlling, which link communication evaluation to business goals, as well as measurement approaches. Participants will also learn how to interact with international audiences, both on a personal level as well in an organizational capacity. 　

Subject Areas:　

Positioning and Organizing the Communication Function 　

Planning Campaigns, Programs and Communication Activities　

Budgeting, Cost Management and Controlling　

Communication Measurement and Evaluation　

Leading a Corporate Communication Department　

Developing Staff Competencies in Corporate Communication　

International and Intercultural Communication　

Module 5: Leading the Future Corporate Communication Function (this module to be taken abroad) 　

Objectives:　

This module will take participants abroad, to meet with fellow international communicators, and to learn from best practices. Participants will learn about the latest insights on how to interact with international audiences, both on a personal level as well in an organizational capacity. The conclusion of this module will be the presentation of the thesis projects the participants have worked on during the course, stimulated by critical discussions among the participants, the lecturers and international peers. 　

Subject Areas:　

Personal Skills: Inspiring Followers and Developing Networks　

International and Intercultural Communication　

Term paper