Future Corporate Comm

3 Credits · Level: Graduate

This course examines the contemporary understanding of corporate communication, and how recent developments shape existing theory and practice into a new articulation of corporate strategy. Students will explore how organizations--both for-profit and non-profit--struggle to align key messaging to multiple stake holders who are increasingly suspicious of carefully crafted and controlled corporate viewpoints. We will look at how the growing importance of leveraging corporate citizenship and other intangible assets play a significant, if sometimes controversial, role in forming today’s new era of business culture. Objectives include: 1) Explore the role of corporate culture in contemporary and historical contexts; 2) Examine the way new media affect how companies communicate; 3) Show the ways reputation has become a competitive advantage and how it’s connected to corporate citizenship and sustainability; 4) Differentiate and see connections between the role of corporate and product brand strategy using analytical recent models.