MKMC.5604 Corporate Communication
This course explores the role, structure and operation of the corporate communications function within the organization. Students will analyze business models and strategies to determine the most effective corporate communications structure for a given business or organization. They will learn to staff the function through the filter of required competencies, corporate culture, resources, and strategic business objectives, as well as how to select and obtain quality work from external vendors. Students will also become familiar with the major corporate communications activities and how functional roles can be integrated to form a seamless internal and external voice for the organization. Emphasis will be placed on developing and managing the budget against committed activities and maximizing the resources available to achieve objectives. Students will learn to manage communications teams and projects, and will study the traits of high-performance corporate communications organizations through case studies. In order to generate and demonstrate the value of communications and Public Relations to senior management, students will learn how to measure and evaluate communications programs. Upon successful completion of this course, students will understand how to: build and adapt a communications function to the needs of the overall business with measurable results; staff and manage a communications department; integrate and align the communications function within the larger business organization; manage and build a corporate reputation program; understand the role and importance of brand messaging; prepare budgets and establish priorities that address the organization's business objectives and goals; create and manage a high-powered communications team that delivers business results, and; measure the effectiveness of the communications function.