Corporate Communication_Truyền thông doanh nghiệp

This course provides a comprehensive introduction to corporate communications and public relations: it is for anyone with an interest in corporate communication, or anyone seeking to understand the growing importance of communication for corporations. Corporations increasingly need communication to survive, as they need to entertain relations with a variety of stakeholders to prosper. This includes not only external factors to the organization – customers, governments and civil ociety organizations, but also stakeholders within corporations themselves, such as employees, managers and investors. The first weeks of the course focus on the basics of corporate communication: what is it, and what are its historical roots? This is important, as it demonstrates how the position of communication is increasingly considered to be managerial function – and as such should be involved in the key decision-making processes. After these introductory weeks, we turn to two core theories of corporate communication: stakeholder theory and corporate identity. These form the basis for much of the more specific and applied topics covered in the following weeks. In addition, students will be introduced to the use of AI in corporate communications. This includes how to leverage AI tools for stakeholder analysis, media monitoring, content creation, and campaign evaluation, as well as how to address ethical and cultural considerations when adopting AI. In the last two weeks before the midterm exam, we discuss how corporations can construct communication campaigns – which will be useful as you will be tasked with creating your own communication campaign during the course. Students will also explore how AI can support the design and execution of such campaigns through audience segmentation, trend analysis, and strategic messaging assistance. After the midterm exam, we tackle specific topics of corporate communication, such as employee communications, how corporations interact with media and journalists, and how corporations should communicate in times of crisis.