To increase awareness of the importance of language and communication in the business and management contexts;

To develop an in-depth understanding of internal communication systems (interpersonal and cross-cultural communications) and of external communication systems (public relations, marketing, political communication and the media)

To explore the importance of integrated communications

To broaden the understanding of communications within the theory of stakeholder management

To apply core communication and sociolinguistic theory to the business environment

(LO1) Students will be able to apply corporate communications theory and concepts to a range of business contexts.

(LO2) Students will be able to critically analyse and propose solutions to issues and problems associated with corporate communications

(LO3) Students will be able to apply methods of evaluating corporate communications, including corporate image

(LO4) Students will be able to apply core communication, marketing and sociolinguistic theory to the business environment

(LO5) Students will be able to analyse critically and undertake independent research

(LO6) Students will be able to articulate arguments and opinions in written form concisely' and to communicate ideas effectively

(LO7) Students will be able to apply ethical considerations to communications development and implementation

(LO8) Students will be able to analyse international communications approaches so that effective communications is achieved across a variety of markets and consumers

(S1) A Team Player

(S2) Excellent Communicator Presentation skills

(S3) Excellent Communicator - Report writing

(S4) Analytical - Reason with numbers/mathematical concepts

(S5) Digitally Confident

(S6) Commercially Aware - Relevant understanding of organisations

(S7) Globally Aware

(S8) Resilient and Adaptable

Teaching Method: Lecture
Scheduled Directed Student Hours: 24
Attendance Recorded: Yes

Teaching Method: Seminar
Scheduled Directed Student Hours: 5
Description: fortnightly
Attendance Recorded: Yes

Teaching Method: Presentation
Scheduled Directed Student Hours: 1
Attendance Recorded: No

Self-Directed Learning Hours: 120
Description: These independent learning hours are aimed at supporting the directed student learning. The module leader will provide guidance in the form of suggested readings and topics to examine with the expectation that students are well prepared to contribute to the seminar activities and to understand the content of lectures. Self-Directed Learning will include research activity, developing academic writing skills, and wider reading to support the module

Non-modular Requirements
MKIB153 or ULMS101 and ULMS 102

Skills/Other Attributes Mapping

Skills / attributes: Globally Aware / Ethically Aware
How this is developed: Lectures and case studies that focus on the application of corporate communication strategies in diverse global and ethical contexts. Exploration of how sociolinguistic theory applies to cross-cultural communication. Independent research into global communication practices and ethical considerations in marketing and communications. Individual Report and group presentation: Critically evaluating a company's global communication strategy and ethical practices, grounded in theory and real-world examples. Individual Multimedia Portfolio: Producing professional multimedia artefacts that showcase an organisation’s global and ethical communication approach, followed by a reflective analysis of strategic choices.
Mode of assessment (if applicable): Individual Report, Group Presentation and Individual Multimedia Portfolio

Skills / attributes: Resilient and Adaptable
How this is developed: Students face multiple types of assessments, requiring flexibility in managing different formats and deadlines. Emphasis on independent research that challenges students to adapt to evolving academic expectations and practical business contexts. Engagement in feedback sessions and revisions promotes resilience and adaptability to constructive criticism. Individual Report and Group Presentation: Incorporating feedback from drafts and peer evaluations, fostering resilience and adaptability. Multimedia Portfolio: Adapting digital communication strategies to different organizational purposes and refining work based on reflective insights.
Mode of assessment (if applicable): Individual Report, Group Presentation and Individual Multimedia Portfolio

Skills / attributes: Commercially Aware - Relevant understanding of organisations
How this is developed: Lectures and case studies examine the intersection of corporate communications and business objectives. Independent research and critical engagement with real-world examples help students understand the role of communications in achieving commercial goals. Individual Report, Group Presentation: Analysing the commercial implications of communication strategies within a business context, grounded in both theory and empirical evidence. Multimedia Portfolio: Creating multimedia artefacts that align communication strategies with organizational
Mode of assessment (if applicable): Individual Report, Group Presentation and Individual Multimedia Portfolio

Skills / attributes: Digitally Confident
How this is developed: Multimedia Portfolio: Students will produce a professional digital portfolio using a variety of digital tools tailored to different organisational purposes. This will develop their digital literacy and creativity as they engage with multimedia content in a real-world business context. Group Presentation: Students will use Canva or PowerPoint to create visually engaging and professional presentation slide s, which will enhance their ability to communicate effectively using digital tools. Seminar and Lecture Activities: Through seminar and lecture activities, students will engage with Canvas (VLE) for submitting work, accessing course materials, and participating in online discussions, enhancing their familiarity with digital learning environments and platforms. Report Writing: The individual report will be written and formatted using Microsoft Word, where students will apply digital tools for document formatting, citation management, and structuring professional academic content. Students will also utilise digital tools in order to create and generate charts, tables and graphics for inclusion in the written report.
Mode of assessment (if applicable): Individual Multimedia Portfolio, Group Presentation, Individual Report

Skills / attributes: Analytical - Reason with numbers/mathematical concepts
How this is developed: Independent research encourages the application o f numerical analysis to real-world business contexts. Individual Report and Group Presentation: Using quantitative and qualitative data to support the analysis of communication strategies and their effectiveness in meeting organizational goals.
Mode of assessment (if applicable): Individual Report and Group Presentation

Skills / attributes: Excellent Communicator (oral, written and visual) - Report writing
How this is developed: Seminars and Lectures will focus on developing clear, concise, and well-supported academic writing, with a specific emphasis on executive summaries, reports, and press releases. Integration of communication theory into written reports will help students refine their ability to structure complex ideas coherently and persuasively. Students will focus on clear argumentation and the visual presentation of data in reports, enhancing their ability to communicate information effectively. Communication skills will also be critical in the multimedi a portfolio, where students will convey substantial amounts of information through various media, including oral, written, and visual formats, depending on their chosen approach. This task will develop their ability to communicate across different channels with clarity and impact.
Mode of assessment (if applicable): Individual Multimedia Portfolio, Group Presentation, Individual Report

Skills / attributes: Excellent Communicator Presentation skills – oral
How this is developed: Group presentations provide students with the opportunity to practice and refine their public speaking and oral communication skills, fostering the confidence to speak clearly and persuasively in a professional setting. Collaboration in teams strengthens the ability to present complex ideas succinctly and persuasively, ensuring that each member contributes to a cohesive and polished presentation. Feedback and peer reviews allow students to receive constructive criticism on their pres entation delivery, enabling them to improve their communication style, content clarity, and engagement with the audience. In the multimedia portfolio, students will have the option to create content that conveys significant amounts of information clearly through different media, including written, visual, and oral forms. Some students may choose to incorporate a podcast or other forms of oral communication, allowing them to develop their verbal storytelling and communication skills. Group Presentation: Students will present and defend a corporate communication strategy, demonstrating effective oral communication, public speaking, and teamwork. This assessment evaluates their ability to deliver complex ideas in a clear, engaging, and persuasive manner, with the added opportunity for peer feedback. Multimedia Portfolio: Students will create and submit a multimedia portfolio, which may include a podcast or other oral communication formats, demonstrating their ability to communicate comple x information through various media and develop strong verbal communication and storytelling skills.
Mode of assessment (if applicable): Group Presentation and Multimedia Portfolio

Skills / attributes: A Team Player
How this is developed: Group presentations and collaborative work emphasise the importance of teamwork, sharing responsibility, and supporting peers. Engagement in teamwork builds conflict-resolution skills, leadership abilities, and the capacity to work effectively in diverse groups. Students will collaborate to create and present a corporate communications ‘audit’, where each member contributes to the research, development, and delivery of the presentation.
Mode of assessment (if applicable): Group Presentation

Introduction - the development of the role of corporate communications in organisations; types of communication strategies and communicative competences; introduction to communication theory; globalisation and electronic communications;

Internal Communications - organisational, managerial communication structures and systems; employee communications and internal marketing; language and gender; cross- and inter-cultural communication; communication plans;

External Communications - communicating corporate values - image and identity; corporate advertising; advertising and PR management techniques; political communication; communicating in the public sector;

Integrating Communications - stakeholder management theory and communications; crisis communications; sponsorship and CSR.

Developing Personal Communication Skills – review the format and style of communications across a range of internal and external communications media such as reports, executive su mmaries and on-line media.

Current Issues in Corporate Communications