Course Learning Outcomes (CLOs)

·         Understand the importance of corporate communication

·         Be able to conduct an internal corporate communications audit

·         Be able to conduct an external corporate communications audit

·         Be able to plan the development of a corporate communications strategy

GENERAL INSTRUCTION:

Read the questions carefully before answering.

Part I: (2000 Words) Essay. Attempt all the questions below. Explain comprehensively your answers (with introduction, body and conclusion) – no bullet points allowed.

1.   Marketing, Advertising, and Public Relations are important external components of a business. Davis Young, in his book Building Your Company's Good Name, implicitly stated the importance of having a strategy for these 3 external components, “Corporate image, or reputation, describes the manner in which a company, its activities, and its products or services are perceived by outsiders.” (1000 Words)

A.  Compare and contrast Advertising from Public Relations (PR) according to structure, goal, and efforts and explain how they relate to sales.

B.  Comparatively between the two, which should be given more importance? Why?

2.   Strategies are generally defined as estimations or forecasts with discernible patterns of actions relative to that forecast. Sometimes, what is forecasted happens; at other times, the opposite commences. This is why a holistic understanding of the 3 corporate strategies is put into focus. (1000 Words)

A.     Compare and contrast Intended Strategy, Emergent Strategy, and Realized Strategy. How are they the same or different?

B.     Identify a company that went through the different strategies. Explain in detail every phase that lead to the transition from Intended to Realized. Do not anymore use what was discussed in the class, namely, McConell perfume, ESPN, and Home Shopping Network.

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Part II: Scenario Analysis. Answer the questions below. (1000 Words)

As a communications specialist, you were hired as a consultant for a commercial cleaning services company, CleanMe Co. One particular issue that was brought to your attention was the flow of communications between the recently hired Ms. Lebig, who has an MBA Degree from the reputable Geneva Business School, and is the Manager of the Janitorial Services Department— the department that hires, trains and provides outsourced cleaning and maintenance services to client companies — and the janitors and cleaners under the department’s care.

Initially assessing the communications flow comprising of emails, meetings, and conferences, you noticed that there were more clarificatory feedback generated from Ms. Lebig communications to the janitors and cleaners compared with other managers of other departments. Every time Ms. Lebig communicated through different channels, a number of people would ask more questions to clarify and she would spend considerable time to answer.

Answer the following guide questions:

Using the EFFICIENT INTERNAL COMMUNICATION AUDIT’s 7 steps (discussed in the class) -

A.             Make an audit of the communications flow in the Janitorial Services Department, and

B.              Based on your analysis of the scenario above, identify the issue.

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Part III: Film Analysis through Communication Strategies Process. (1200 words)

(3 pts. each for Goals (9 in all); 3 pts. each for Customer (9 in all); 2 pts. for Performance; and 2 points for Partners)

WATCH ONE OF THE MOST SUCCESFUL CORPORATE VIDEOS MADE AS A COMMUNICATION TOOL REFLECTING THE COMPANY’S GOALS AND OBJECTIVES.

WATCH IT THROUGH THIS LINK:

https://www.youtube.com/watch?v=WPcfJuk1t8s

OR TYPE ON YOUTUBE:

British Airways India -- ATicket to Visit Mum

Herewith are the 5 KEY GOALS* and some of the objectives with sub-statements under CUSTOMER, PERFORMANCE, and PARTNERS, of British Airways, the national carrier of the United Kingdom, a subsidiary of publicly-listed International Consolidated Airlines Group (IAG). One of the massive and most profitable airline companies, the carrier operates services from its three London hubs - Heathrow Airport, Gatwick Airport and London City Airport.