GBUS 8020

Course Description

This course examines the contemporary practice of corporate communication, which has been defined by one practitioner as 'the clear articulation of corporate strategy and goals internally and externally as well as the understanding and removal of issues blocking the implementation of that strategy.' The course focuses on recent developments in corporate communication and the way intangible assets increasingly provide companies with competitive advantage and a key hedge against risk. Students will explore the ways in which corporate communications align key messages to multiple stakeholders and assist in the management of crises; the process of building reputation and corporate brand; the reasons why new information about the impact of communication enhances the quality of managers' decision-making ability; and how the growing role of corporate citizenship and environmental sustainability in corporations plays a significant, if sometimes controversial, part in managing reputation. At no time in the recent past have so many issues threatened corporate reputation. Therefore, the area of corporate communication is particularly relevant to all future managers. Students will respond in writing to one of the course readings, present on a current topic derived from course themes, and provide a writing assignment or CD based on their presentation.