Corporate Communication (9492.2)
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|View teaching periods|
|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)
Learning outcomesOn 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 attributes1. 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
- 9021 Corporate Communication.
Equivalent units9021 Corporate Communication.
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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:
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.
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
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
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
Work placement, internships or practicums
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:
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.