Corporate Communication (9492.2)

Please note these are the 2016 details for this unit
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Corporate Communication
Available teaching periods Delivery mode Location
View teaching periods
EFTSL Credit points Faculty
0.125 3 Faculty Of Arts And Design
Discipline Study level HECS Bands
Discipline Of Communication And Media Level 2 - Undergraduate Intermediate Unit Band 2 2021 (Commenced Before 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan 2021)
Band 4 2021 (Commenced After 1 Jan Social Work_Exclude 0905)
This unit offers students the opportunity to discuss and critically analyse the nature, value and approaches of effective corporate communication locally and globally and its role in enhancing corporate image, identity and reputation. The unit explores the theories and issues surrounding the role of public relations in corporate strategy and relations, international corporate relations, organisational communication, stakeholder engagement and community relations, corporate social responsibility and reputation management.

Learning outcomes

On successful completion of this unit, students will be able to:
1. Understand the principles of corporate communication and its global role in the theoretical and practical landscape of public relations, and be able to express this understanding clearly through oral and written communication;

2. Identify, analyse and articulate the critical role of corporate communication within cultural, political and social contexts; and
3. Demonstrate a capacity to work independently and with others, to understand and respect diverse opinions and to incorporate this understanding into oral and written work.


Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - behave ethically and sustainably in their professional and personal lives
2. UC graduates are global citizens - communicate effectively in diverse cultural and social settings
2. UC graduates are global citizens - think globally about issues in their profession
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - evaluate and adopt new technology
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development


Prerequisites

None

Incompatible units

9021 Corporate Communication.

Equivalent units

9021 Corporate Communication.

Assumed knowledge

None
Year Location Teaching period Teaching start date Delivery mode Unit convener
Not available

Required texts

Weekly readings will be provided on Leganto on the Canvas site. However the readings, books and journals below are also useful sources for this unit:

Readings

Zerfass, A & Viertmann, C. (2017) "Creating business value through corporate communication: A theory-based framework and its practical application", Journal of Communication Management, Vol. 21 Issue: 1, pp.68-81

Kanter, R. M. (2011). How Great Companies Think Differently. Harvard Business Review, 89(11), 66-78.

Sisson, D & Bowen, S. (2017) "Reputation management and authenticity: A case study of Starbucks' UK tax crisis and "#SpreadTheCheer" campaign",Journal of Communication Management, Vol. 21 Issue: 3, pp.287-302, https://doi.org/10.1108/JCOM-06-2016-0043

Cheney, G. and Christensen, L. (2001), "Organizational identity linkages between internal and external communication", in Jablin, F.M. and Putnam, L.L. (Eds), The New Handbook of Organizational Communication, Sage, Thousand Oaks, CA.

Journals

Corporate Communications: An International Journal

Journal of Communication Management

International Journal of Strategic Communication

Public Relations Review

Journal of Public Relations Research

Journal of Business Communication

Websites

CSR Wire:  http://www.csrwire.com

Reputation Institute: https://www.reputationinstitute.com

IABC (International Association of Business Communicators): www.iabc.com

Submission of assessment items

Extensions & Late submissions

All written assessments and notes submitted through Canvas

Academic integrity

Students have a responsibility to uphold University standards on ethical scholarship. Good scholarship involves building on the work of others and use of others' work must be acknowledged with proper attribution made. Cheating, plagiarism, and falsification of data are dishonest practices that contravene academic values. Refer to the University's Student Charter for more information.

To enhance understanding of academic integrity, all students are expected to complete the Academic Integrity Module (AIM) at least once during their course of study. You can access this module within UCLearn (Canvas) through the 'Academic Integrity and Avoiding Plagiarism' link in the Study Help site.

Use of Text-Matching Software

The University of Canberra uses text-matching software to help students and staff reduce plagiarism and improve understanding of academic integrity. The software matches submitted text in student assignments against material from various sources: the internet, published books and journals, and previously submitted student texts.

 

 

 

Participation requirements

We are dealing with the basic skills you will need to work as a beginning public relations professional – skills that employers will demand of you from Day 1. You will not develop these basic skills unless you are engaged in all aspects of the unit.

Students are strongly advised to attend lectures (and revise them by listening online) and to participate actively in tutorial discussions.

From our experience, there is a significant link between a student's attendance/participation, and the quality of their learning outcomes demonstrated by the submitted assessable project components.

Please read the Tutorial Advice on the Moodle site.

Required IT skills

None

In-unit costs

None.

Work placement, internships or practicums

None.

Additional information

Please read the Tutorial Advice on the unit Moodle site.

For late submissions without approved extensions the following UC Assessment Policy and Procedure will apply:

9.12.39

When a student does not submit an assessment task on or before the due date and time, their mark will be reduced by five percentage points per day from the total mark available (e.g. if an assessment was submitted three days late a mark of 70% would be reduced to 55%, or put another way, if a student was awarded 21 out of 30 and submitted three days late their mark would be reduced to 16.5 out of 30), up to a maximum of seven days at which time the assignment will no longer be accepted, unless there are approved extenuating circumstances.