ELECTIVE COURS FOURTH SEMESTER CORPORATE COMMUNICATION ‘COURSE CODE: BA GMC) 210 tay re CREDITS External Evaluation: 75 Marks Taterwal Evaluation: 25 Marks Total Make 100 Objective af he Course ‘On completion ofthis course, the student shouldbe able to ‘© define eorpoate and Corporate Communication 1 describe shift fom PR wo Corpoate Communication *ilize knowledge gained fr Corporate Branding (Understanding Corporate Environment) ‘Contemporary Corporate Evironment: an overview Forms of Corporate Constituencies [Brand Identity, Brand Image and Brand Reputation Corporate Pilantiropy and Social Responsibility Unt: [Introduction to Corporate Communication) 1. Corporate Communication: Definition, Concept And Scope 2. Shift feom PR to Corporate Communication 5. Structure and forms of Corporate Cammunicaton: Management, Marketing, Organizational 4, Corporate Communication as Branding srstegy: Monolithic, Endorsed, Branded ‘Unit 1 {Corporate Communication in Practice] Le 1, Developing a Communication Stategy 2, Perspectives on Organizing Communica 3. Corporate Identity Audit Coneept And Steps 4. Corporate Advertsing Coneept and Functions Vertical, Horizontal and Lateral Unie 1V: [Application of Corporate Communication} Lik |. Media Relations: Fools and Teeiniques, Media Monitoring and Research (Gate keeping research and output analysis) 2, Internal &€ Extemal Communication: Concept and Tools 3. Guidelines and Ethics for Cosporate Communication 4 Crisis Management: Concept and Case Stoic (infosys Crisis and Nestle Maggie)