Course Syllabus: CMM 242 : Corporate Communications and PR Professor David Zaruk. CMM 242 Corporate Communications and PR

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1 Contact Details Course CMM 242 : Corporate Communications and PR Professor David Zaruk CMM 242: Corporate Communications and PR GSM: Office hours and location: xxxx or anytime via Skype on appointment (Skype: djzaruk) Class schedule: Course Description This course provides an analysis of the practice of corporate communications and public relations. It will cover how major companies provide information on their activities, defend their issues and spin their image. Attention will be given to a major current trend of the greening of the corporation. Students will have an opportunity to apply the lessons through their analysis of the communications practices of a major business that they select themselves and follow throughout the course. Course Prerequisites (if any) CMM 101P, BUS 101P or POL 101P Learning Objectives 1. To acquire knowledge of Communication Studies as a science and understand and compare the academic literature of different fields of Communication studies (human, mass, organisational, intercultural, political and business communication, journalism studies, strategic communication, and media production, research and development). 2. To know and be able to apply the main social science research methods in the design and execution of communication projects, independently or in a team. 3. To gain insight into the functioning and be able to critically analyse data and communication processes of media companies, as well as governments, business firms and other organisations and assist problem solving. 4. To be highly skilled in oral and written communication and be able to successfully address diverse audiences. 5. To understand the ethical aspects of the work and the social responsibilities of professional communicators in different contexts such as interpersonal, small group and

2 organisational communication, journalism, new media, public relations and marketing, in a comparative intercultural perspective. 6. To get acquainted with topics that impact and go beyond the Communication industry, such as terrorism, environmental issues, emerging economies, etc. and be able to use perspectives from other social sciences. 7. To be able to work efficiently in multinational environments. 8. To be prepared to pursue a Master s degree in all the different fields of Communication Studies (get stimulated to lifelong learning) and/or attain a high-level occupation in a relevant field. These learning outcomes are in line with the following Discipline Learning Outcomes for the Bachelor in Communications Sciences as ratified by the NVAO: DLO 1, DLO 4, and DLO 6, DLO 8, DLO 9 and DLO 11 1: Knowledge The main objective of this course is to make the students aware of how companies communicate and relate with their publics. They will be challenged to critically assess the techniques used by communications and PR specialists and understand how perceptions and corporate identities are molded. 2: Skills CMM 242E promotes the following skills: enhanced writing skills reinforced research skills critical thinking extended presentation skills benchmark best practices and adopt and adapt to particular situations work in groups to prepare a competitive pitch ability to assess various communications models for effectiveness while factoring in the increasingly global perspective. 3: Attitudes Several attitudes particular to this course will be necessary to develop. The student will be expected to know the elements of a corporate press release (and will be tested on this). The student will be able to identify a company s vision, mission, values and objectives (as expressed by corporate communicators). The annual report will be considered as the corporate Bible, and students will be expected to be able to generate a corporate report assessment within that spirit. The emerging corporate use of Web 2.0 communications tools will be critically assessed. Course Materials Textbook: Cornelissen, Joep: Corporate Communication: A Guide to Theory and Practice, Sage: 2014, ISBN: , As well as links and materials put on the CorpCom social media page (class forum), the student will choose a multinational company or organization that they will follow during the course, benchmark with other companies and share with the class on the course forum. The communications materials of the company will as valuable as the textbook.

3 Course Assessment Exams The mid-term and final exams will cover the textbook, lecture notes and assigned readings. The students will also be expected to know the issues concerning their chosen companies and could have a question focused on that. Company Assessment The student will select a company and analyse its vision, mission, values and objectives. The analysis will be compiled in a corporate report (minimum 4000 words doublespaced) submitted by November 14, The report implies a significant amount of research into the company, its communication structure and the tools it uses to put forward its image, identity and vision. Much of this work will be done during the course as the student is expected to follow on-going events for this company. A certain amount of time is dedicated in each class to following the company s evolution (eg, mid to late October, assessment of financial communication will be covered in light of third quarter reporting season, sustainability reporting, crisis and risk communication, governance and corporate image issues). Press Release Essential to corporate communications is the ability to write an effective press release in a form that journalists understand and can use. Following the lesson on writing press releases, the students will be tested with a situation where they must communicate externally. PR Project Pitch The students will break into teams to prepare a PR pitch to a panel. More on the challenge will be expanded in the class. Emphasis will be on effective working in groups. Class Field Trip The class will participate in an industry trade association annual conference (to be arranged by the professor). As anticipated future directors at this event, students will be called upon to reflect on the type of future this industry should leave for you. They will prepare a one page assessment of the event. Location and date: To be confirmed. The students will be evaluated on the basis of their performance as follows: Company Assessment (40h) 25% PR project Pitch (15h) 10% Corporate Press Release (3h) 5% Field trip analysis (5 hours) 5% Mid-Term Exam (15 hours) 10% Final Exam (25 hours) 25% Participation (60 hours) 20%

4 Grading Scale of Vesalius College Vesalius College grading policy, in line with the Flemish Educational norms, is now as stated follows: Letter grade Scale of 20 Scale of 100 A A B B B C C C D D F A grade of A: Demonstrates outstanding competence. The work reflects a breadth of reading and is based on ample use of sources and displays vigorous analytical capacities; the central idea or ideas are original and distinctive, substantially developed and supported with details and illustrations. The paper is logically organized and displays careful language use: complete, clear and engaging sentences, correct and distinctive diction. There are NO errors in Standard English usage. A grade of B: Demonstrates good competence. The central idea or ideas are original and clear; the writer shows that there is a point to be made. The central idea or ideas are developed and supported with argumentation. The work demonstrates that the student has covered the basic reading and displays good comprehension. The selection and use of sources is adequate. The research outcomes and arguments are presented in proper academic form. A grade of C: The work displays a working ability to assemble bibliography and to use resources adequately; reasonable understanding of the core literature and an ability to attempt a scholarly interpretation and analysis of the material read, even if the analysis is incomplete. The work must be presented in a proper academic form, even if there are some flaws in the written or oral expression. A grade of D: The work displays limited reading and incomplete knowledge, flows in the understanding, inadequate interpretation, limited argumentation. It is presented in adequate English, but with considerable flaws in academic expression. A grade of F: An overall mark below D indicates that not even the minimal standards defined above have been attained. Further description of assessment activities and Grading Criteria The following criteria will be applied in assessing your work:

5 The exam grading philosophy starts with a zero. The student, in formulating the answer, will build points upwards for correctly addressing the question, providing examples and assessing the challenges. The exam introduction will explain what a perfect answer would require. For example, on the midterm: This exam contains five questions each question is worth a maximum of two points. 2 reflects a clear understanding and a clear presentation 1.5 reflects good understanding but with some error 1 reflects partial understanding and clever communication or a valiant effort 0.5 reflects confused thinking but at least some thought 0 indicates that you have not studied or paid attention in class The report grading philosophy starts with 100% and then marks are deducted for transgressions (eg, poor referencing, inadequate assessment or argumentation, poor research, missing key documents, failure to address key elements). A long write-up on the report will highlight the shortcomings to justify the grade. The participation grade also includes involvement on the discussions generated on the course forum on line. Each lecture theme will be considered with a question on the forum. The students will assess the question by benchmarking against their chosen company and sharing their reflections online with the class. This stresses collaborative learning and widens the case study exposure for the students to draw on. Students will be expected to take initiatives and encourage discussions and idea sharing in the website forums. Additional Course Policies Listening and note taking: in spite of the number of on-line materials and course texts to be read as part of the required reading, a sizeable amount of information will be given through the lecture format. As the professor integrates a large number of his own professional experiences into the lectures and has developed a lot of his own ideas, it would not be advisable to consider lecture attendance as optional. Research: Papers to be handed in require high-quality research. Though general guidelines are provided, the papers should demonstrate that students know how to make use of the relevant information they have found and the paper must prove that a significant number and variety of sources have been consulted. Critical Thinking: The ability to understand and appreciate theories in their social and political context will be tested. Students are expected to explore issues in depth using their critical skills and qualify (and even challenge) some of the accepted assumptions. The professor expects to be challenged. Collaboration: The participation mark for this course is quite high as students will be expected to participate on the course website in discussion forums, address issues and take initiatives on projects and challenges. There will be some teamwork expected and the course website will provide the means for that.

6 Academic Honesty Statement Academic dishonesty is NOT tolerated in this course. Academic honesty is not only an ethical issue but also the foundation of scholarship. Cheating and plagiarism are therefore serious breaches of academic integrity. Following the College policy, cheating and plagiarism cases will be communicated in writing to the Associate Dean for Students and submitted to the Student Conduct Committee for disciplinary action. If you refer to someone else s work, appropriate references and citations must be provided. Grammar, spelling and punctuation count, so use the tools necessary to correct them before handing in assignments. Course Schedule Except for the first lecture, each class will be based on a balance from the textbook, support materials and personal professional experiences. Class 1 Introduction Class 2 PR or communications? The PR firm, distinction of PR, PA and lobbying. Trust and reputation Class 3 The Com teams; Internal communications; Marketing Communications, Authenticity Class 4 Green-wash: Environment Communications, Sustainable Development; NGOs versus big business Class 5 The ethical corporation (CSR) and stakeholder dialogue, from profits to people and planet. Class 6 Investor relations profits and perceptions Class 7 Mid-terms. Writing press releases Class 8 Field trip Class 9 Press release test, Industry associations Class 10 Viral marketing - The Internet and on-line communication tools Class 11 External communications, media relations. Class 12 Social Media (Corporate use of Web 2.0); Pitches Pt 1 Class 13 Science, Risk and Crisis Communications; Pitches Pt 2 Class 14 Brands and labels, globalisation and industrial outsourcing in the developing world.

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