S20-40 - Korporativno komuniciranje
| Course specification | ||||
|---|---|---|---|---|
| Type of study | Bachelor academic studies | |||
| Study programme | ||||
| Course title | Korporativno komuniciranje | |||
| Acronym | Status | Semester | Number of classes | ECTS |
| S20-40 | mandatory | 7 | 2L + 2E | 5.0 |
| Lecturers | ||||
| Lecturer | ||||
| Lecturer/Associate (practicals) | ||||
| Prerequisite | Form of prerequisites | |||
| - | ||||
| Learning objectives | ||||
| This course provides a comprehensive and innovative introduction to the theory and practice of corporate communication in a global environment. Students will explore the strategic role of communication in organizations, corporate reputation management, stakeholder engagement, and ethical challenges facing the profession. The course combines theoretical lectures with practical workshops, culminating in the development of a complete integrated corporate communication strategy. The curriculum is designed to be innovative, drawing on best practices from leading international universities and the latest industry trends. | ||||
| Learning outcomes | ||||
| Upon successful completion of this course, students will be able to: 1. Analyze the strategic role of communications: Critically evaluate the role of corporate communications as a strategic management function that contributes to organizational success. 2. Develop integrated communications strategies: Formulate and articulate comprehensive corporate communications strategies that are aligned with business objectives and integrate internal and external communications efforts. 3. Manage corporate reputation: Understand the principles of reputation management and develop strategies to build, maintain, and protect corporate reputation across diverse stakeholder groups. 4. Engage stakeholders effectively: Identify and analyze key stakeholders and develop communications strategies to effectively engage them, foster positive relationships, and manage expectations. 5. Apply data-driven approaches: Use data and analytics to inform the development of communication strategies and to measure the effectiveness and impact of campaigns. 6. Communicate ethically: Understand the ethical complexities of corporate communications and demonstrate leadership in promoting transparency, authenticity, and social responsibility. | ||||
| Content | ||||
| 1. The strategic role of corporate communication 2. Corporate identity, image and branding 3. Internal communication and employee engagement 4. Media relations and external communication 5. Corporate reputation management 6. Stakeholder analysis and engagement 7. Crisis communication and problem management 8. Corporate social responsibility (CSR) and sustainability communication 9. Investor relations and financial communication 10. Public and government relations 11. Communication of change and transformation 12. Leadership communication and positioning of managers 13. Workshop on integrated corporate communication strategy 14. The impact of artificial intelligence on corporate communications 15. Final discussion on new trends in digital transformation of corporations | ||||
| Teaching Methods | ||||
| The course will be taught by presenting topics and discussing questions from the course material, as well as by reading assigned materials and writing tests and papers from pre-exam obligations. The most important subject obligation for all students is regular attendance at classes, reading course materials and writing pre-exam obligations during the semester. In order to obtain the condition for verification of regular attendance at the course (signature), a student may be absent for a maximum of three weeks in total, or 20% of all classes and lectures and exercises in the course (18 classes). Students who regularly attend both lectures and exercises can also receive points for attendance. Students who particularly excel in class work can be awarded additional points by the teacher. In the current school year, it is also very important that everyone register for the course in the Google "classroom". We will use the “Classroom” as a supplement to the course. There you will find this syllabus, some teaching materials, and you will also teach papers from some pre-exam obligations. Also, in line with the challenges that the development of artificial intelligence (AI) poses to teachers and students, this syllabus is supplemented by a set of instructions on how to use AI ethically for students. | ||||
| Literature | ||||
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| Evaluation and grading | ||||
| Knowledge will be assessed during the semester, in the form of pre-exam assignments, as well as at the end of the semester, through exams, during regular exam periods. Pre-exam assignments consist of: two (2) preliminary exams (20 points each), five (5) points for activity, and regular course attendance (5 points). A maximum of 50 points can be earned/entered in total from pre-exam assignments. | ||||
| Specific remarks | ||||
| Access Google Classroom: at the link https://classroom.google.com/, with the subject code 2gus46bt | ||||