Course Planning SEMESTER JAN 2022/2022 (JJ221)

SCCG3153 Corporate Communication Semester Jan 2022/2023 (JJ221)
COURSE PLANNING
SEMESTER JAN 2022/2022 (JJ221)
SCCG 3153
CORPORATE COMMUNICATION
Lecturer:  [email protected]
 04-9285921
JAMILAH JAMAL
-----------------------------------------------------
Consultation hours:
4040,
TBC
School of Multimedia Technology &
OR
Communication,
Via appoinment.
Universiti Utara Malaysia
1
COMMUNICATION PROGRAM
COLLEGE OF ARTS AND SCIENCES
UNIVERSITI UTARA MALAYSIA
__________________________________________________________________
COURSE CODE : SCCA3153

COURSE NAME : CORPORATE COMMUNICATION
CREDIT HOUR :3
SYNOPSIS
This course will enhance students with the concepts of corporate communications
and its practices in managing an organization. Students increased their
understanding of key dimensions in corporate communications and its relationship
with organization stakeholders, including marketing, media relations, corporate
responsibilities, corporate identities, brand management, crisis management and
the application of new media in managing corporate communication. A variety of
teaching/learning approaches—case studies, team projects, student presentations,
readings, and lectures—are used to enhance understanding and increase student
responsibility for learning. Using case studies the program explores: best practices
in corporate communications planning and strategy, media relations, e-
communication, brand management, corporate and social responsibilities and
current trends.
OBJECTIVES
Upon completion of this course, the students should be able:
i. Improve students understanding of corporate communication and show how

companies use communications to implement strategy.
ii. Acquire knowledge and skills in planning, implementing and evaluating
corporate communication.
iii. Apply knowledge, skills and techniques in managing effective corporate
communication in practice.
2
TEACHING-LEARNING FORMAT
This course will be conducted based on face to face meeting and students
centered learning. Students are advised to prepare themselves with some
knowledge before attend the lecture. Students also are advised to create their own
study notes in the learning processes. Online learning is also a medium for me to
communicate of any issues related our courses, deliver lecture virtually, and
provide learning materials to the students.
COURSE CONTENT
Lecture Topic Notes

1. Introduction to corporate communication  Welcoming
remarks and ice
1.1. Definition Corporate communication
breaking session
1.2. The needs for corporate communication  Overview of the
1.3. Corporate communication and its syllabus and
assignments/group
relationship with other discipline
projects
1.4. Professionalism in corporate  Group formation
communication and brainstorm for
initial ideas
MEETING
1 2. Development of Corporate communication
2.1. Corporate communication and change  Finalise group
2.2. The importance of corporate members’ name.
communication  Furnish the students
with the format of
2.3. Dimensions and challenge in corporate the proposal and go
communication through each
2.4. Roles of corporate communication section in brief
managers
MEETING 3. Functions of corporate communication

2 3.1. Sub-functions of corporate communication  Students are
requested to submit
3.2. Evolutions of corporate communication 1-page initial ideas
research for group project
3.3. Stakeholders in corporate communication  Submission of
Assignment 1
4. Internal Corporate communication
4.1. Employees communication
4.2. Crisis communication
4.3. Internal branding
5. Corporate communication and external

environment
3
5.1. Corporate media relations

5.2. Community relations and corporate
philanthropy
5.3. Investor relations
5.4. Government relations
6. Corporate communication and management

instruments.
6.1. Corporate advertising and advocacy
6.2. Corporate Branding
6.3. Integrated Marketing communication
 Project progress
7. Managing identity, image and reputation report
 Submission of
MEETING 7.1. Definition and differences
the first draft of
3 7.2. Corporate identity the project
7.3. Corporate image proposal
7.4. Corporate reputation
8. Corporate culture
8.1. Corporate culture concepts
8.2. Corporate culture characteristics
8.3. Elements of corporate culture
9. Corporate communication and new media

9.1. The role of New Media
9.2. Corporate communication in the new media
environment
9.3. Applications and implementations of new
media in corporate communication
9.4. Social media as strategic tool for corporate  Final Group
communication presentation
MEETING
(RECORDED /
4 VIDEO CLIP)
 Group Report due
10. Corporate Social Responsibility (CSR)
10.1. The concept of CSR
10.2. CSR and Community Relations
10.3. CSR and Integrated Marketing
Communication
10.4. CSR Evaluation and performance
4
ASSESSMENTS
1. Coursework 60%
 Assignment 1 (Individual)
– Reflective journal and in-class discussion – 25%
 Assignment 2 (Pair/Group)
– Report on problem-based learning
and pre-recorded presentation – 35%
2. Final Assesment (INDIVIDUAL ASSIGNMENTS) 40%

____
TOTAL 100%
Main References:
Argenti, P. A. (2016). Corporate communication (7th ed.). New York, NY: McGraw-Hill

Education.
Cornelissen, J. (2014). Corporate communication a guide to theory and practice (4th ed.).
Thousand Oaks: SAGE Publications.
Additional References:
Shimp, T. A. (2013). Advertising, promotion, and other aspects of integrated marketing

communications (9th ed.). Mason: South-Western Cengage Learning.
Pickton, D. (2005). Integrated marketing communications (2nd ed.). Harlow: Financial

Times.
Keller, K. L. (2008). Strategic Brand Management. Building, Measurement, and Managing

Brand Equity. New Jersey, Pearson Prentice Hall.
Melewar, T. (2008). Facets of Corporate Identity, Communication, and Reputation. New

York: Routledge.
Riel, C.B.M. van, & Fombrun, C. J. (2007). Essentials of Corporate Communication. New
York: Routledge.

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SCCG3153 Corporate Communication Semester Jan 2022/2023 (JJ221)

COURSE CODE : SCCA3153

Upon completion of this course, the students should be able:

i. Improve students understanding of corporate communication and show how

Lecture Topic Notes

MEETING 3. Functions of corporate communication

5. Corporate communication and external

5.1. Corporate media relations

6. Corporate communication and management

9. Corporate communication and new media

2. Final Assesment (INDIVIDUAL ASSIGNMENTS) 40%

Argenti, P. A. (2016). Corporate communication (7th ed.). New York, NY: McGraw-Hill

Shimp, T. A. (2013). Advertising, promotion, and other aspects of integrated marketing

Pickton, D. (2005). Integrated marketing communications (2nd ed.). Harlow: Financial

Keller, K. L. (2008). Strategic Brand Management. Building, Measurement, and Managing

Melewar, T. (2008). Facets of Corporate Identity, Communication, and Reputation. New

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