Corporate communication

- Describe the role of corporate communication as a management tool for building, developing, handling, and protecting a corporate reputation;
- State the importance of corporate reputation for the management of relationships with an organization's internal and external stakeholders;
- Describe how reputation and relationships can determine the pursuit and attainment of business goals and results;
- List the founding elements of the discipline, along with the processes, tools, and modes for effective communications that serve the organization's purposes, while remaining in harmony with the organization's positioning and core values.

The course is structured to allow students to view in context many principles already covered in such courses as marketing, advertising, public relations, and human resources management. Students will have opportunities
to link these principles to wider corporate communication strategy.