BUS3062 : Corporate Communication and Social Media
- Offered for Year: 2024/25
- Module Leader(s): Professor Iain Munro
- Lecturer: Professor Alan McKinlay, Dr Kristina Humonen
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 1 Credit Value: | 20 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
Aims
The overall objective of this module is to provide an outline of the changing landscape of modern corporate communications techniques including traditional approaches such as public relations and issues management, and more the developments related to the use of a variety of social media platforms which effect the corporate semiotic environment. The module explores the main theoretical perspectives on corporate communication and social media technologies. It also addresses the debates around the changing role of corporations in relation to broader social issues including the role of social media in transforming a range of industries (especially, the news media and the music industries) and more generally in democracies (such as the role of ‘fake news’ in politics).
Outline Of Syllabus
The topics covered in this module include:
- Introduction to Corporate Communication and Social Media
- Theoretical perspectives on Corporate Communication and Social Media
- Actors, pressures and issues in Corporate Communication
- Communication and crisis management
- Advertisements and branding
- Critique of Corporate Communication
- Future perspectives on Corporate Communication and Social Media
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 60:00 | 60:00 | N/A |
| Scheduled Learning And Teaching Activities | Lecture | 12 | 2:00 | 24:00 | PiP lectures |
| Guided Independent Study | Directed research and reading | 1 | 54:00 | 54:00 | N/A |
| Scheduled Learning And Teaching Activities | Small group teaching | 3 | 2:00 | 6:00 | PiP 2 hour seminars |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 1 | 1:00 | 1:00 | N/A |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 2 | 1:00 | 2:00 | PIP |
| Guided Independent Study | Independent study | 1 | 53:00 | 53:00 | N/A |
| Total | 200:00 |
Teaching Rationale And Relationship
The lectures will introduce the theories and approaches related to the relationship between business and society as well as the management of Corporate Communication practices. Case studies will be discussed in seminars to develop insight on current issues involved in Corporate Communication management. Drop-in sessions will be used to discuss the group presentations and essay preparation. These sessions are intended to facilitate the students’ independent study, “engaging students themselves in hands-on research and working with students as collaborators” (LTR Report, 2016).
Assessment Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Oral Presentation | 20 | 1 | A | 30 | Group Presentation - Podcast |
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Essay | 1 | M | 70 | Individual assignment of 2500 words |
Assessment Rationale And Relationship
The essay will enable an in-depth investigation of one aspect of Corporate Communication and assess the students’ ability to relate theoretical concepts to a practical example. The assessment will assess the students’ overall understanding of the module content and their ability to critically analyse key issues in Corporate Communication and Social Media.
The group presentations/podcasts will assess the students' overall understanding of the module content and their ability to use theoretical frameworks to critically analyse key issues in Corporate Communications and Social Media.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- BUS3062's Timetable