This course introduces the student to the field of corporate communication and its critical role in building and maintaining relationships with both internal and external stakeholders of a company.
Corporate communication have emerged and evolved in the last decades to become in the management function that successfully establish and nurture relationships to ensure that companies send a unified message about their values, image and reputation across the inside and outside of organizations. We will discuss the key issues that define corporate communication as area of practice and how to deal with them, including: corporate social responsibility, reputation management, corporate branding, and corporate identity.
This course will also examine the different approaches to developing corporate communication strategies, implementing communication programs and campaigns, as well as measuring and monitoring their impact on stakeholders’ opinions and on the company’s reputation. We will see skills in specific disciplines and key activities such as change communication, social media, issue management, crisis communication, employee communication and community relations.
- Profesor: Ricardo Cuesta