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SCHOOL OF MANAGEMENT ASIA e UNIVERSITY MCC604 CORPORATE COMMUNICATION AIM AND OBJECTIVES The objectives of this subject are to: 1. Expand and improve students understanding of corporate communication and show how companies use communications to implement strategy. 2. Provide an educational experience for the students which will enable them to identify key functions of corporate communication within a corporation, design of a corporate communications strategic planning model and recognize the significance of communication research in corporate communications. 3. Enable students to apply the knowledge in real workplace settings. 4. Enable students to have better understanding on the value of cost-effective communication planning. 5. Identify the impact of communication technologies on reputation management. 6. Explore problem solving strategies associated with crisis communication in corporate communication. LEARNING OUTCOMES At the end of this subject, students should be able to: 1. Develop a good knowledge of the nature of corporate communications and its role within the communication mix. 2. Acquire knowledge of basic media relations practices and interview techniques. 3. Understand the research-objectives-programming-evaluation components of the corporate communications planning process and integrate them into a clearly and accurately written plan.
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4. Apply analytical and critical-thinking skills to effectively critique and evaluate corporate communications problems, cases, campaigns and current issues. 5. Have the opportunity to demonstrate their knowledge and understanding of the subject matter by oral presentations in syndicate groups and written work in subject work assignments and examination. SYNOPSIS This subject examines the managerial role in corporate communications practice.
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