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Unit information: Corporate Communication in 2015/16

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Unit name Corporate Communication
Unit code EFIM30015
Credit points 20
Level of study H/6
Teaching block(s) Teaching Block 4 (weeks 1-24)
Unit director Dr. Matt Bamber
Open unit status Not open

A minimum of 50% for Financial Accounting 1 (EFIM100002) and Managerial Finance (EFIM100004)


50% for Introduction to Accounting (ACCG10052)



School/department School of Economics, Finance and Management
Faculty Faculty of Social Sciences and Law

Description including Unit Aims

It is commonly held that the success of an organization is in part due to the efficiency and effectiveness of an integrated corporate communication function. Technological developments in communication methods have facilitated significant progress. Organizations are able to reach corners of the market which were previously deemed impossible thus facilitating growth, trade and globalization. Information can be presented in beautiful packages for a fraction of the price of a decade ago. Almost everyone can be a boutique communicator regardless of the levels of size or resource. However, this means that the bar is set high. Whilst the benefits and rewards of good communication management are potentially vast, equally so are the costs of mis-communication or poor practice. These are accentuated during exceptional times such as crisis, (re-)branding or structural change. Organizations' corporate communications departments often comprise teams of highly skilled professionals including qualified accountants, lawyers, analysts and so forth. We will examine their varied, complex and interesting role.

This unit will allow students to understand and engage with theoretical and practical examples of corporate communication. During the course we will review professional cases and academic research to help develop, explain and assess analytical frameworks and effective corporate communication methods.

Intended Learning Outcomes

  1. Be familiar with a range of analytical frameworks and effective corporate communication methods;
  2. Be able to evaluate strengths and weaknesses of communication strategies, discuss issues regarding implementation and effectiveness and assess case-study examples;
  3. Have a good understanding of the practical issues related to the role of corporate communications within a modern organization.

Teaching Information

18 lectures; 9 tutorials.

Assessment Information

Summative assessment: Three-hour closed book examination in May/June (100%) covering all learning outcomes

Formative assessment: Four reports based on four of the case studies prepared for tutorials. Plus practice questions.

Reading and References

We will mostly draw from case studies and academic papers. However, recommended background reading includes: Argenti, A. (2009). 'Corporate Communication'. 5th Edition, McGrawHill. van Riel, C.B.M. and Fombrun, C.J. (2007). 'Essentials of corporate communication.' Routledge.