Corporate Communication MBA July 2021 (Semester-I) Credit:3 (Session 27) Course Description: ‘The course takes the leamers towards a critical joumey of effective communication, an element imperative for the sustenance and growth of the corporate culture and reputation. It engages the learners in understanding the intra-organization communication, B2B & B2C communication, & communication with the media and general public effectively. The skills developed through the course add to the key stakeholders’ expectations, brand value, corporate reputation and contribute to employee coordination by achieving strategic goals. The learners master verbal and non-nonverbal communication silks and knowledge to effectively transact with an internal and external audience. Some of the aspects to be covered include presentation skills (including storytelling and data presentation), basics of public relations & media, customer communications (including basics of marketing communications, semiotic & brand storytelling, negotiations), managing crisis communication, internal communications (including conducting meetings, brainstorming, argumentation & persuasion, decision making, written organizational communications, newsletter editing, etc.), intercultural communication, corporate etiquette, and digital/social media communication strategies. The teaching mode would be leamer-centric and include projects, case study analysis (including films), role-plays, business games, presentations, and lecture sessions. Course Learning Objective Developing an understanding of Theories of Communication * Developing an understand of business communication concepts that serve as a basis for effective spoken and written communication in a business setting. * Developing an understanding of the need to specialize and strategize communication approaches to the specific needs of the situation and the participants. + Learning how to pitch stories in business setting * Developing the fundamental skills of storytelling techniques in interviews, presentations, business pitches * Developing crafts to build organizational or brand stories © Understanding Informative, Persuasive and Argumentative communication ‘* Understanding Corporate PR and Brand Image consolidation with stakeholders Understanding Basics of Marketing communication (including semiotics, social media communication) ‘© Understanding how to engage in Crisis Communication© Understanding the effective ways of intemal communication, Module Session Details T ess Lecture & Business Games Communication (Verbal and Nonverbal) 2 Barriers to Lecture and Role Play & Business Games Communication & Ways to Overcome 3 ‘Organizational Teeture, Video, Case Communication (Intra- organizational and B2B, B2C) 4 Critical Organizational | Lecture & Film Review Communicationel A | (Corporate and SeemabaddholIA]; (Power Discourse); 1B | Airforce-I (IB]) [Students to view the films (Decision Making) and come to class for discussion)" 3 Critical Organizational | Film Review (Manthan and Sagina Mahato) CommunicationeII | [Students to view the films and come to Ceadership & class for discussion] * Motivation) 6 Critical Organizational | Film Review (Eric Brockovich and Margin Communication-IIT | Call) (Issues around [Students to view the films and come to Business Ethics) class for discussion] ” 7 Interpersonal Lecture and AV Case Study Communication Theories (ELM, Classical Theory of Aristotle, Coordinated Management of Meaning (CMM), Dramatism Theory, Fisher’s Model) -I 3 Interpersonal Testure and AV Case Study ‘Communication Theories (Johari Window, AIDA, Gordon Pask’s Conversation Theory)-I 9 Written: Practice Session and Case Study ‘Communication (Sales Letter & Persuasive Messages, Email writing, Conveying Negative Messages)-I 10 Written Practice Session and Case Study‘Communication (Sales Letter & Persuasive Messages, Email writing, Conveying Negative Messages)-II Project/Research Report Writing-1 Practice Session Project/Research Report Writing-II Practice Session ‘Oral Communication- Meetings & Brain Storming (De Bono’s 6 Hat Theory) Role Play & Lecture Writing Agendas and Minutes of Meetinj Practice Session and Case Study ‘Oral Communication: Voice, Intonation, Pitch Role Play and Practice 16 Oral Communication (use of mechanical device): Telephone etiquette, Video Calls Role Play and Practice 17 Marketing ‘Communication: Ads & Visual Semiotics-1 Lecture Marketing Communication: Ads & Visual Semiotics-1 Group Presentation 19 Marketing ‘Communication: Basics of Content Writing in Social Media Marketing Lecture & Practice 20 Business Story Telling of Brands and Organization (Creation and maintenance of Brands, Products and Services through stories in business and organization) se Study & Practice Session 21 Leadership Pitches Verbal and Nonverbal messages in Story Case Study (Analysis of Ted Talks) 22 How to tell a story through a PPT (Creating Professional PPTs and decoding best practices.) (Use of infographies & data Practice Sessionstorytelling) Py Crisis Communieation | Case Study and Lecture 24 Understanding the | Lecture and Film Review (The Candidate, basics of PR and Brand | 1972) [Students to see the films and come to Image class for discussion] ” 25 Group Presentation on Project 26 Group Presentation on Project 27 Group Presentation on Project DSA marks component: Group Presentation and Project Submission 20 marks; Class Participation: 5 marks The films listed ar suggestive and may vary every year.