6 ECTS credits
156 h study time
Offer 1 with catalog number 1009366BER for all students in the 2nd semester at a (B) Bachelor - advanced level.
The academic and professional discipline of “Corporate communication” encompasses the whole set of instruments and activities that link a company or organisation to the outside world. Corporate communication is a strategic tool that allows organisations and companies not only to guarantee continuity (the 'licence to operate'), but also to develop its competitive advantage. Today, corporate communication is more and more refered to as 'reputation management' or 'conversation management'.
More specifically, corporate communication entails every communication towards and dialogue with internal and external stakeholders through the different specialists within the organisation: specialists (organisational communication and marketing communication managers) and generalists (management communication), aiming at informing, motivating and persuading the different stakeholders. ‘Stakeholders’ of a company or organisation include consumers, shareholders and investors, staff, consumer organisations, competitors, B-to-B partners, media, ...
Each of the three fields of corporate communication (management, marketing and organisational communication) will influence the content and success of the organisation's Sustainable Corporate Story. Today's SCS's is very much dependent on the way in which an organisation deals with and communicates about its Corporate Social Responsiblity. CSR has become the main driver of an organisation's reputation.
In this course we study the different aspects and practices of corporate communication and its impact on society. Insights from scholarly literature are gained through intensive individual reading and classroom discussion of critical texts. The course is based on the handbook (Van Riel, C., 2010, Identiteit en Imago), but is conceived as a combination of lectures, a reading exercise and guest lectures by leading professionals, such as Chris Van Roey (UBA), Ann Caluwaerts (Telenet, Frédéric Petit (Infrabel), Eveline De Ridder (Whyte), Kris Hoflack (Vlaams Parlement), ….
This course aims at offering students a rich insight in the field of corporate communication as well as to develop critical reflection on the broad field of corporate communication, both within the academic and professional field.
Not applicable.
The final grade is composed based on the following categories:
Oral Exam determines 100% of the final mark.
Within the Oral Exam category, the following assignments need to be completed:
The oral exam consists of the presentation by the student of a scientific poster that reflects his / her own (limited) research on a topic of choice within a theme that can vary annually and is communicated and explained at the latest during the last lesson before the Easter holidays.
During the exam - which will be conducted orally and digitally via Teams - the student presents her/his poster for a maximum of 8 minutes, followed by a question and answer session.
This offer is part of the following study plans:
Bachelor of Communication Studies: Standaard traject (only offered in Dutch)
Bachelor of Political Science and Sociology: - afstudeerrichting sociologie, minor communicatiewetenschappen (only offered in Dutch)
Master of Psychology: Afstudeerrichting arbeids- en organisatiepsychologie (only offered in Dutch)
Bridging Programme Master of Science in Communication Studies: Standaard traject (only offered in Dutch)
Preparatory Programme Master of Science in Communication Studies: Standaard traject (only offered in Dutch)