Modules

Core Module Information
Module title: Introduction to Corporate Communications
SCQF level: 07:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: JAC07125
Module leader: Aideen McLaughlin
School School of Arts and Creative Industries
Subject area group: Media and Humanities
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

Corporate Communications is an umbrella term for a number of integrated internal and external communications practices, from employee communications to media relations, to brand communications and content creation, to customer relations and marketing. It is how an organisation strategically manages its reputation and relationships with multiple groups of people and is fundamental to any business or brand’s success.On this module, you will be introduced to the principal elements of strategic corporate communications. You will learn about the history, key concepts, definitions and theories relating to disciplines such as PR, advertising, employee relations, social media engagement and brand communications. You will consider the organisational and ethical challenges of corporate communications in an interactive, online sphere. You will think critically and creatively, and learn the basics of designing, delivering and evaluating effective corporate communications strategies. You will learn to tell impactful stories to grow engagement and understanding amongst key audiences, to influence behaviour and attitudes and build reputation and trust.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Understand and critically evaluate the key concepts, definitions and theories relating to strategic corporate communications.

LO2: Critically identify what is effective and ineffective corporate communication and why.

LO3: Apply this understanding from LO1 and 2 to the design, delivery and evaluation of basic corporate communications campaigns.

LO4: Tell engaging stories to diverse audiences to fulfil company or campaign objectives.

LO5: Reflect on and embed equity, diversity, inclusion and sustainability across all aspects of communications planning and practice.
Full Details of Teaching and Assessment
2024/5, Trimester 2, IN PERSON, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: IN PERSON
Location of delivery: MERCHISTON
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Aideen McLaughlin
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Tutorial 10 This module’s learning and teaching approach is underpinned by the principles of equity, diversity and inclusion, experiential learning and co-creation of learning with students. In tutorials, you will be supported through digital materials, case study analysis, collaborative brainstorms and discussion forums. Any materials and pre-requisite reading will be on Moodle in advance, and you are expected to engage with these week to week and come to tutorials prepared to participate and discuss.
Face To Face Practical classes and workshops 20 During workshops, the tutor will guide you through activities to develop and apply creative and critical thinking, problem-solving and conceptualisation skills, and hands-on practices related to strategic corporate communications planning, to support your alignment of practice with key corporate communications definitions, concepts, theories and frameworks. You will also work independently and collaboratively with peers, receiving and giving peer feedback at relevant points.
Online Guided independent study 170 Throughout the trimester, you are expected to structure in time to reflect upon the learning you have undertaken in your scheduled sessions and to complete your essential reading. You are encouraged to read more widely around the topics you are studying and engage in Moodle activities and resources. You will also meet in your groups to plan and execute your presentations and campaigns for your assessments.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Project - Written 60 1~2~3~4~5 Not Yet Determi , WORDS= 3000 A group report detailing your strategic corporate communications plan, with underpinning professional and academic sources, and engagement with the principles around equality, diversity, inclusion and sustainability. [MLO5] Drawing on the feedback you received for your formative assessments, and your learning during the tutorials, workshops, group and independent study, you will be tasked with creating and presenting a strategic corporate communications plan on your chosen brand, following a basic planning framework of your choice [MLO2, 3]. Your plan will demonstrate critical understanding and application of objective-setting, storytelling, and reach diverse audiences [MLO4]. It will also showcase comprehension and application of key corporate communications definitions, concepts and theories, and your campaign choices will be underpinned by appropriate professional and academic literature analysed during tutorials, from the reading list and your own independent reading and learning [MLO1]. Further guidance will be provided in the assessment brief.
Oral Presentation 40 1~2~3~4~5 Not Yet Determi HOURS= 20 minutes Group presentation distilling the key aspects of your corporate communications plan
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100

Indicative References and Reading List - URL:
JAC07125 Introduction to Corporate Communications
 

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