Corporate Communication (CCO201)
Vietnamese title: Truyền thông doanh nghiệp
Credits: 3

Description:
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.

Learning outcomes:
Demonstrate a thorough understanding of corporate communication principles and related concepts, including their evolution in the digital and AI-driven era.
Comprehend the skills needed to develop impactful corporate communication strategies and/or convey them persuasively.
Develop and/or implement effective corporate communication plans.
Adopt a constructivist approach to learning that enhances creativity, critical thinking, and problem-solving skills, while leveraging AI for brainstorming and innovative solutions.
Apply learned theories and AI tools to address a real-world corporate communication challenge, demonstrating efficiency in completing projects independently or collaboratively, while maintaining ethical behavior, cultural sensitivity, and social responsibility in both human-led and AI-assisted communication practices.

Student tasks:
- Attend at least 80% of contact hours in order to be accepted to the final examination
- Actively participate in class activities
- Fulfill tasks given by instructor
- Use their own laptop in class only for learning purpose
- Read the textbook in advance

Tools:

Materials:
description: Corporate Communication: A Guide to Theory and Practice
author: Joep P. Cornelissen
publisher: SAGE Publications Ltd
published_date: 2020
edition: 6th
isbn: 9781526491978
description: Corporate Communication: A Guide to Theory and Practice
author: Joep P. Cornelissen
publisher: SAGE Publications Ltd
published_date: 2020
edition: 6th
isbn: 1526491982, 9781526491985
description: Corporate Communication: A Guide to Theory and Practice
author: Joep P. Cornelissen
publisher: SAGE Publications Ltd
published_date: 2017
edition: 5th
isbn: 1526411822, 9781526411822
description: https.//hbr.org (Corporate Communication – HBR/ Harvard Business review)
description: https.//network.bepress.com (Business and Corporate Communications – open access section)
description: Content Creation With Generative AI
publisher: Coursera
description: Prompt Engineering Specialization
publisher: Coursera
description: Corporate Communication: A Guide to Theory and Practice
author: Joep P. Cornelissen
publisher: SAGE Publications Ltd
published_date: 2023
edition: 7th
isbn: 9781529600025
note: Chọn 1 trong các giáo trình (ưu tiên mua sách mới)

Assessments:
category: Case Studies
type: on-going
weight: 15.0
duration: Follow lecturer'proposal
question_type: CLO1, CLO4, CLO5
grading_guide: Case Study Analysis
Students will analyze a real-world corporate communication case (e.g., crisis response, CSR campaign, leadership communication, reputation management).
Task:
- Identify the key communication challenge(s).
- Apply corporate communication theories and frameworks to analyze the case.
- Use AI tools (e.g., ChatGPT, Google Gemini) for supporting tasks such as sentiment analysis, social listening, reputation evalution.
- Critically evaluate the effectiveness of the adopted strategy.
- Propose alternative or improved solutions with clear justification.

Option 2 (for the constructivism approach only): Follow the lecturer's proposal.
note: Presentation in class
category: Group Project
(CMM Plan)
type: on-going
weight: 30.0
duration: Presentation: 20 mins per each group
Q&A: 20 mins per each group
question_type: CLO1->CLO5
no_question: Analyse the lastes communication challenge of a corporate and strategically develop a communication management and measurement plan to response to it.
grading_guide: Possess the ability to: (1) critically identify and analyze a communication challenge; (2) strategically apply relevant concepts and/or theories to develop a CMM plan in response to the situation; 3) Use AI tools for supporting tasks such as stakeholder mapping, competitor scanning, strategic message drafting.
note: In class and homework. Written report (50%) & Oral presentation (50%)
CMM Plan Requirements
- Executive Summary – overview of communication challenge, objectives, and AI integration highlights.
- Situation Analysis – SWOT/PESTLE, media/stakeholder audit, AI-assisted sentiment or competitor analysis (validated by human review).
- Stakeholder Mapping & Target Audiences – AI-assisted clustering (e.g., Brandwatch, Talkwalker, ChatGPT) + team refinement.
- Communication Goal & SMART Objectives – aligned with corporate strategy.
- Key Messages – ensure message consistency, multicultural sensitivity, and ethical considerations.
- Strategies & Tactics (may covering multiple corporate communication domains):
- Integration & Channel Strategy – how AI supports consistent messaging across touchpoints.
- Budget & Resource Allocation – realistic planning, noting AI efficiency gains.
- Evaluation Plan – success indicators (trust, reputation, engagement, stakeholder sentiment), supported by AI dashboards.

Deliverables
- CMM Report (max 20 pages): Situation analysis, objectives, stakeholder mapping, strategies & tactics, integration and evaluation framework.
- Presentation Deck: 20 minutes presentation + 20 minutes Q&A.
- Reflection Section (300–500 words per group): How AI was applied, its benefits, limitations, risks, and ethical considerations.
category: Mid-term test/ quiz
type: on-going
weight: 15.0
duration: 35 mins (if applicable)
question_type: CLO1, CLO3
no_question: Multiple choices.
knowledge_and_skill: 40 (if applicable)
grading_guide: Assess the student's knowledge of the course material as of the date of the quiz.
note: 0.25/ a correct answer
category: Participation
type: on-going
weight: 10.0
duration: in class
question_type: CLO4, CLO5
note: Participation grade will be given based on students' attendance, students' attitude, preparation, contribution of discussions
category: Final Exam
type: Final exam
weight: 30.0
duration: 60 mins
question_type: CLO1->CLO3
no_question: Multiple choice questions.
knowledge_and_skill: 50
grading_guide: 'The question will cover the lectures, class discussions, activities, exercises, and textbook
note: 0.20/ a correct answer.
The final exam will be administered in the examination room.

Schedule:
session: INTRODUCTORY
INTRODUCTION TO THE COURSE
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materials: CCO201_Phần 1
session: INTRODUCTION TO THE COURSE (cont.)
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materials: CCO201_Phần 2
session: INTRODUCTION TO THE COURSE (cont.)
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session: CHAPTER 1: DEFINING CORPORATE COMMUNICATION
Introduction
Scope and Definitions
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session: Trends in Corporate Communication
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session: Case Study
Chapter Summary
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session: CHAPTER 2: CORPORATE COMMUNICATION IN CONTEMPORARY ORGANIZATIONS
Introduction
Intergrated Communication
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session: Drivers for Intergrated Communication
The Oganization of Coporate Communication
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session: Case Study
Chapter Summary
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session: CHAPTER 3: CORPORATE COMMUNICATION IN A CHANGING MEDIA ENVIRONMENT
Introduction
The New Media Landscape
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session: Classifying Social Media
Challenges and Opportunities
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session: Case Study
Chapter Summary
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session: CHAPTER 4: STAKEHOLDER MANAGEMENT AND COMMUNICATION
Introduction
Stakeholder Management
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session: The Nature of Stakes and Stakeholders
Stakeholder Communication
Stakeholder Engagement
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session: Case Study
Chapter Summary
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session: CHAPTER 5: CORPORATE IDENTITY, BRANDING AND CORPORATE REPUTATION
Introduction
Corporate Identity, Image and Reputation
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session: Corporate Branding
Aligining Identity, Image and Reputation
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session: Case Study
Chapter Summary
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session: CHAPTER 6: COMMUNICATION STRATEGY AND STRATEGIC PLANNING
Introduction
Developing a Commununication Strategy
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session: Strategic Messaging and Content Platforms
Planning and Excuting Communication Programes and Campaigns
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session: Case Study
Chapter Summary
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session: CHAPTER 7: RESEARCH AND MEASUREMENT
Introduction
Research and Evaluation
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session: Methods and Measures
Measuring Corporate Reputation
Theories on Measuring the Effects of Communication
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session: Case Study
Chapter Summary
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session: CHAPTER 8: MEDIA RELATIONS
Introduction
Journalism and News Organizations
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session: The Effects of News Coverage n Corporate Reputatio
Framing News Stories
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session: Case Study
Chapter Summary
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session: REVISON
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session: REVISON
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session: MID-TERM TEST/ QUIZ
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session: GROUP PRESENTAION/ EXPERT TALKSHOW
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session: GROUP PRESENTAION/ EXPERT TALKSHOW
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session: GROUP PRESENTAION/ EXPERT TALKSHOW
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session: GROUP PRESENTAION/ EXPERT TALKSHOW
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session: GROUP PRESENTAION/ EXPERT TALKSHOW
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session: GROUP PRESENTAION/ EXPERT TALKSHOW
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session: CHAPTER 9: EMPLOYEE COMMUNICATION
Introduction
Definding Employee Communication
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session: Employee Communication and Organizational Identification
Voice, Silence and Stimulating Employee Participation
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session: Social Media, Networks and Communities of Practice
Case Study
Chapter Summary
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session: CHAPTER 10: ISSUES MANAGEMENT
Introduction
Definding Issues
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session: Managing Isuses
Influencing Public Policy
Anti-corporate Activism
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session: Case Study
Chapter Summary
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session: CHAPTER 11: CRISIS COMMUNICATION
Introcution
Crisis Management
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session: The Impact of a Crisis on Corporte Reputation
Communicating about a Crisis
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session: Case Study
Chapter Summary
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session: CHAPTER 12: LEADERSHIP AND CHANGE COMMUNICATION
Introduction
Defining Leadership and Change
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session: Communicating during a Change
Effective Leadership Communication
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session: Case Study
Chapter Summary
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session: GROUP PRESENTATION/ GROUP PROJECT/ CMM PLAN
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session: GROUP PRESENTATION/ GROUP PROJECT/ CMM PLAN
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session: GROUP PRESENTATION/ GROUP PROJECT/ CMM PLAN
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session: GROUP PRESENTATION/ GROUP PROJECT/ CMM PLAN
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session: GROUP PRESENTATION/ GROUP PROJECT/ CMM PLAN
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session: GROUP PRESENTATION/ GROUP PROJECT/ CMM PLAN
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session: CHAPTER 13: CORPORATE SOCIAL RESPONSIBILITY (CSR) AND COMMUNITY RELATIONS
Intrroduction
Defining Corporate Social Responsibility
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session: Communicating about Corporate Social Responsibility
Communication Relations
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session: Case Study
Chapter Summary
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session: COURSE REVIEW
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session: COURSE REVIEW
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session: COURSE REVIEW
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