Course: Corporate Communication

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Course title Corporate Communication
Course code CVA/BEACC
Organizational form of instruction Lecture
Level of course Bachelor
Year of study not specified
Semester Summer
Number of ECTS credits 5
Language of instruction English
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • KARPETA Janusz, PhDr.
Course content
1. The basis and features of the corporate communication 2. Communication corporate image 3. Communication corporate network 4. Communication channels and communication media 5. Forms of corporate communications 6. Corporate presentation 7. Intercultural corporate communication 8. Communication in the small and medium-sized enterprise 9. Standardisation of corporate communication 10. Communication audit 11. Case studies 12. Presentations and written paper 13. Revison and summary of corporate communication 1. The basis and features of the corporate communication The differences between the corporate communication and the everyday communication, features of the corporate communication. Communication as a part of the soft quality firm. The optimisation of the corporate communication, communication training of the company employees. 2. Communication corporate image The basis of the communication image and identity of a company. Elements of the communication company image (oral and written). A graphic company manual. The formation of the communication image of the company. 3. Communication corporate network Relationship of organisational and communicative structures of a company. Types of communication networks in a company and their qualities. Non-official communication networking in a company. 4. Communication channels and communication media Basic types of communication channels and media. Effectiveness of communication channels and media. Selection criteria for suitable media. 5. Forms of corporate communications Basic types of oral and written communication in a company, their formation and evaluation. Direct and mediated communication. Internal and external company communication. Horizontal and vertical communication. 6. Corporate presentation Presentation forms with respect to the creation of the communicative company image. Principles of a company presentation. Presentation training with applications of modern techniques. 7. Intercultural corporate communication Communication in the period of globalisation. Communication in the monolingual and multilingual company. Ways of overcoming the communication barriers in the multilingual company. Communication structure in the multilingual company. 8. Communication in the small and medium-sized enterprise Specific communication in the small and medium-sized enterprise. Communication problems in the small and medium-sized enterprise. Optimisation of communication in small and medium-sized enterprise. 9. Standardisation of corporate communication Meaning of standardisation in corporate communication, advantages and disadvantages of standardisation. Practice of oral and written patterns of communication behaviour in a company. 10. Communication audit Concept of communication corporate audit. Aims of communication audit in the company. Stages of communication audit. Techniques of communication audit. Result assessment of communication audit. 11. Case studies Studying and analysing some selected case studies in the field of corporate communication with the selected companies. 12. Presentations and written papers Studying and analysing some selected topics in the students'presentations and written papers. 13. Revison and summary of corporate communication Revising and summarising the issues of corporate communication topics and obtaining some feedback information on applied corporate communication instruments with the specific companies.

Learning activities and teaching methods
Skills demonstration
  • unspecified - 6 hours per semester
  • unspecified - 40 hours per semester
  • unspecified - 93 hours per semester
  • unspecified - 6 hours per semester
Recommended literature
  • Belasen, A.T. The Theory and Practice of Corporate Communication . London, 2008. ISBN 978-1-4129-5035-0.
  • Dolphin, R. The Fundamentals of Corporate Communications. Oxford , 2000. ISBN 0-7506-4186-X.
  • Goodman, B.M., Hirsch, P.B. Corporate Communication. New York, 2010. ISBN 978-1-4331-0622-4.
  • Paul A. Argenti and Janis Forman . The power of corporate communication. New York, 2002. ISBN 0-007-137949-5.
  • Prof.dr. Cees van Riel. Essentials of corporate communication. New York, 2007. ISBN 0-203-39093-8.
  • Prof.dr. Cees van Riel. Principles of Corporate Communication. New York, 1996. ISBN 0-13-150996-9.


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
School of Business Administration in Karvina Marketing and Management (12) Economy 3 Summer