SVKM’s NMIMS ASMSOC – Course Outline-Term I- 2023-24

Course Code 742CT0C001

Course Title Corporate Communication
Course Ms. Sneha Louis
Instructor/s
Course 4
Credit
Program FYBSc Finance Semester : I
and
Semester
Pre- Willingness to introspect, question oneself and open mindedness to learn
Requisite how to be a responsible corporate citizen

Learning 1. To develop an understanding of the complexity in the process of

Objectives communication. Learning to communicate with variety of public at
the same time (PLO3a)
2. To communicate effectively personally and professionally (PLO3b)
3. To develop social sensitivity and imbibing values for better corporate
governance (PLO4a)
4. To develop understanding of social, ethical and sustainable business
practices (PLO4c)

Learning 1. Students will be able to be self-aware of their strengths and

Outcomes weaknesses and work towards mitigating the weaknesses.
2. Students will also be mindful while communicating with a variety
of public as it requires a set of skills to articulate messages and
effectively communicating it through the right combinations of
mediums.
3. Students will also be aware of importance of communication in
times of crisis and learn issue management to keep organizational
reputation intact.
4. It will also sensitize students towards ethical behavior at corporate
level and impact of CSR initiatives on the Organization’s image.

Course Corporate Communication course will lead students towards self-

Description exploration and become effective communicators. It will help them develop
communication strategies to adopt in professional and personal life while
dealing with different situations and people. It will help them deal with
stressful communication (like presentations or interviews) with ease and
grace. This course will also help students to handle corporate
communication with varied stakeholders.
Evaluation
Pattern Specific Assessment % AOL
Methods / Task Weightage Instruments
C C C C
L L L L
O O O O
1 2 3 4
Mid-term Test (20 20% Written Test   
marks)
Assignment - 10% (Article-based -   
Analytical Writing Analytical
(10 marks) reading and
writing)
Presentation 10% Group    
(10 marks) Presentation and
Discussion
Group Discussion (10 10% (Case-study    
marks) based analytical
group
discussion)
Total Internal 50%
Continuous
Assessment
(50 marks)
Term-End 50% Written    
Examination Examination
(50 marks)
Total 100%
(100 marks)
 Course Session Plan
Session Topics / Module
Module 1
1-6
Introduction to Corporate Communication
 Definitions, Concept and Relevance of
Corporate Communication
 Nature and functions of Corporate
Communication
 Mendelow’s Matrix - Stakeholder
Theory
 Ethics and Corporate Communication
Learning outcome: Students will learn that
the future of the company critically depends
on how it is viewed by its several stakeholders
such as shareholders and investors, customers
and consumers, employees and members of
the community in which the company
operates.
7-12 Module 2
Reputation Management
 Concept and Relevance of Reputation
Management
 Reputation Management and Building
Chapters (Mention Page
Numbers) / Articles / Cases /
Material and Activities
Corporate Communication –
Jaishri Jethwaney, Chapter 1
(pages 1-19)
Chapter 12 (pages 371-416)
Instructor Notes and PPT
Mendelow's matrix
https://kfknowledgebank.kaplan.
co.uk/business-
strategy/stakeholder-
analysis/mendelows-matrix
Stakeholders and Their Influence
on Corporate Governance
https://www.eajournals.org/wp-
content/uploads/Corporate-
Governance-The-Stakeholders-
Perspective.pdf
Ethics
https://www.lhtlearning.com/im
portance-of-ethical-
communication/
Additional reading:
https://hbr.org/2021/11/building-
an-ethical-company
https://www.nbdanewdelhi.com/
code-of-ethics-and-broadcasting-
standards
News Broadcasters Association
– Code of Ethics & Broadcasting
Standards (2008)
https://instituteforpr.org/ethics-
and-public-relations/
Corporate Communication –
Jaishri Jethwaney, Chapter 3
(pages 50-64, pages 70-81)
Corporate Communication –
Jaishri Jethwaney, Chapter 10
(pages 294-302)
  Corporate Identity and Image, Third
party endorsement
 Benoit’s Image Repair Theory
 Crisis communication – Types of
Crisis- Exploding, Immediate,
Continuing & Building
 Grunig’s Principles to manage Crisis
 Role of Communication in PRE-
DURING-POST Crisis Phase
 Guidelines to Communicate during
Crisis
Learning outcome: Students will learn the
importance of internal communication in
putting up a positive reputation externally
amongst its stake holders.
13-20 Module 3
Employee Communication
 The need for Employee Communication
Relevance of Effective Communication in
Business Context
 Organizational Culture: Cameron and
Quinn’s Culture Model
 Organizational Communication: Tall
v/s Flat Organizations. Internal and
External Communication
 Formal Communication, Tools and
Levels of Employee Communication:
Instructor Notes and PPT
Crisis Management Principles
https://www.youtube.com/watch
?v=LV0IIPrpS5A
Case studies:
Corporate Communication –
Jaishri Jethwaney, Chapter 3
(pages 65-69,
Pages 83-88)
Corporate Communication –
Jaishri Jethwaney, Chapter 10
(pages 303-324,
326-333)
Activity:
Corporate Communication –
Jaishri Jethwaney, Chapter 3
(page 83)
Discuss the below article:
https://www.foodnavigator-
usa.com/Article/2021/04/30/Hea
vy-metals-in-baby-food-New-
York-AG-demands-info-from-
Gerber-Beech-Nut-Hain-
Nurture-Inc-on-inorganic-
arsenic
Can be used for classroom
discussion:
https://www.prweek.com/asia
Corporate Communication –
Jaishri Jethwaney, Chapter 4
(pages 92-114)
Instructor Notes and PPT
Cameron and Quinn
https://www.quinnassociation.co
m/en/culture_typology
Tall vs flat organizations
https://www.bbc.co.uk/bitesize/g
uides/z48y92p/revision/1
Formal and Informal
Communication
 Blogs, In-house Journals, Newsletters,
Website, etc
 Informal Communication: Grapevine
 Discussion on real life examples
Learning outcome: As future employees,
students will learn the right channel and mode
to be used to communicate at vertical,
horizontal and diagonal level of organizational
communication. Students will also learn the
strategic handling of Human Resources from
the management point of view in
strengthening its identity in the eyes of its
stakeholders, so that in the time of adversity
the workforce is standing with the employer
and not against it.
21-23 Module 4
Government Relations
 Importance of maintaining relations
with government
 Concept of lobbying
 Process of lobbying
 Discussions on real life examples
Learning outcome: Students will learn the
relationship between business and politics, its
advantages and disadvantages.
24-28 Module 5
Media Relations
 Media as a tool and public for
Corporates
 Primary and Secondary sources of
Information for Media
 Press Release Writing
 Guidelines to handle Media
Learning outcome: Students will learn how
tight, quick and precise a corporate entity
needs to be while communicating with media.
The relationship between a corporate house
and media is bitter sweet. Students will also
learn and understand written communication
with media.
https://www.businessmanageme
ntideas.com/communication/com
munication-within-an-
organisation-formal-and-
informal-communication/2382
Grapevine Communication
https://www.youtube.com/watch
?v=aqbghbl-3uQ
Can be used for classroom
discussion:
https://www.prweek.com/asia
Case studies:
Corporate Communication –
Jaishri Jethwaney, Chapter 4
(pages 115-118)
Corporate Communication –
Jaishri Jethwaney, Chapter 5
(pages 121-147)
Instructor Notes and PPT
Can be used for classroom
discussion:
https://www.youtube.com/watch
?v=FZVfTCBUkgM
Case studies:
Corporate Communication –
Jaishri Jethwaney, Chapter 5
(pages 148-151)
Corporate Communication –
Jaishri Jethwaney, Chapter 6
(pages 154-180)
Instructor Notes and PPT
Instructor Notes and PPT
Activity: Search for and discuss
news articles on the
phenomenon of “paid news” in
India
Press Council of India – Norms
of Journalistic Conduct (Edition
2022)
https://presscouncil.nic.in/Norms
.aspx
 Editors Guild of India - A Code
of Practice for Journalists (2007)
https://editorsguild.in/code-of-
practice/

29-34 Module 6 Corporate Communication –

Jaishri Jethwaney, Chapter 8
Community Relations (pages 207-220)

 Meaning and Evolution of CSR in Corporate Communication: A

global context
 CSR Imperatives
 Introduction to United Nations’ 17
Sustainable Development Goals
(SDGs)
 Discussion on Environment, Social,
and Governance (ESG) and Diversity,
Equity, and Inclusion (DEI)
 Discussion on real life examples
Learning outcome: It will sensitize students
towards the negative and positive impact of
the actions taken by the corporate houses. It
will generate a sense of responsibility amongst s/esg/diversity/
students to be a socially responsible corporate
citizen.
Guide to Theory and Practice -
Joep Cornelissen, Chapter 13
(pages 328-349)
https://www.undp.org/sustainabl
e-development-goals
https://www.thecorporategovern
anceinstitute.com/insights/lexico
n/what-is-the-difference-
between-csr-and-esg/
https://www.diligent.com/insight
https://globaldiversitypractice.co
m/diversity-and-inclusion-are-
more-than-the-s-in-esg/

Instructor Notes and PPT

Case studies:
Corporate Communication –
Jaishri Jethwaney, Chapter 8
(pages 222-235)

35-45 Module 7 Chapter 5 from the book

Business Correspondence
 7Cs of Effective Communication
 E-mail Writing: Netiquettes and format Veltsos.
 Types of e-mails: Denial (Indirect
Strategy) and Persuasive (AIDA
Strategy), Grievance letter/e-mail
 Resume and Covering letter/e-mail
 Statement of Purpose (SOP)
Learning outcome: Students will be put
through challenging personal and business
situations and learn how to write
professionally and amicably handle any
situation.
Managerial Communication
(Strategies and application)
written by Geraldine Hynes and
Part 2 and 3 from the book
Business Communication:
Connecting in a Digital World
written by Raymond Lesikar,
Marie Flatley, Kathryn Rentz,
Paula Lentz and Neerja Pande.
7Cs
https://www.mindtools.com/a5x
ap8q/the-7-cs-of-communication

46-56 Module 8
Presentation skills
 Four P’s of Presentation skills: Plan,
Prepare, Practice and Perform
 Four corner stones of making
memorable presentations: Purpose,
Audience, Content and Medium
 PAIBOC Model
Learning outcome: Students will become
better presenters adjusting to the needs of
varied audience and learning to keep content
relevant and to the point. Students will learn
techniques to make memorable presentations.
57-60 Module 9
Negotiation Skills
 What is Negotiation?
 Relevance of learning effective
Negotiation skills, Benefits of effective
Negotiation
 Strategies of Negotiation- Distributive
and Integrative, steps of Negotiating,
 Communication Pyramid
 Integrity and ethics in Negotiating
Learning outcome: Students will be able to
learn the professional and ethical way of
negotiating disregarding foul play, bluff and
other unethical ways of getting your way.
Activity 1: Students can view
any of the short videos on email
writing tips and discuss what
they learnt
https://www.youtube.com/c/Shir
leyTaylor88/playlists
Activity 2: Students should read
the below and share examples
based on their experience
https://shirleytaylor.com/netiquet
te/
Part 6 from the book Business
Communication Today written
by Courtland L. Bovee, John V.
Thill, Roshan Lal Raina (pages
463-491)
Instructor Notes and PPT
The Four P’s of Planning
A Presentation
http://chemung.cce.cornell.edu/r
esources/the-4-ps-of-planning-a-
presentation
Activity: Students can view any
of the videos below:
Ted talk by Celeste Headlee :
https://www.youtube.com/watch
?v=R1vskiVDwl4
Ted Talk by Julian Treasure:
https://www.youtube.com/watch
?v=eIho2S0ZahI
Interpersonal Skills in
Organizations by Suzanne C. De
Janasz; Karen O. Dowd & Beth
Z. Schneider, Chapter 9 (pages
192-218)
Chapter 11 from the book
Managerial Communication
(Strategies and Applications)
written by Geraldine Hynes and
Veltsos.
Instructor Notes and PPT
Never Split the difference: Chris
Voss
https://www.youtube.com/watch
?v=MjhDkNmtjy0

Case Study:
Discuss Walt Disney’s
acquisition of Lucasfilm, home
of the Star Wars movie
franchise.
https://www.youtube.com/watch
?v=qgyQWOM2mV4

Discuss Apple and Samsung’s

Dispute Resolution Case Study
https://www.pon.harvard.edu/dai
ly/business-negotiations/apple-v-
samsung-an-example-of-
negotiation-in-business-gone-
bad/

Activity:
Discuss the below scenario and
the technique you would adopt:
https://hlc.harvard.edu/effective-
negotiation-skills-case-study/

You are preparing to negotiate

your compensation package for a
job you’ve just been offered.
What techniques or strategies
could you use to improve the
likelihood that you’ll get what
you want in this negotiation?

Your boss informs you that s/he

will be sending you overseas to
negotiate a deal with a new
European supplier. How will you
prepare for this negotiation?
 Reading Prescribed Text Book:
List and  Jaishri Jethwaney, Corporate Communication, SAGE Publications Pvt.
References Ltd; Second Edition (2018)

References:
 Paul Argenti, Corporate Communication, McGraw Hill; 8th edition (2022)
 Joep Cornelissen, Corporate Communication: A Guide to Theory and
Practice, SAGE Publications Ltd; 6th edition (2020)
 Kelly M. Quintanilla and Shawn T. Wahl, Business & Professional
Communication, SAGE Publications, Inc; 4th edition (2019)
 Hynes E. Geraldine and Jennifer R. Veltsos, Managerial Communication -
Strategies and Application; Eighth Edition; SAGE Publications (2021)
 Lesikar Raymond, Marie Flatley, Kathryn Rentz, and Neerja Pande,
Business Communication: Connecting in a Digital World; Thirteenth
Edition, Mc Graw Hill Education (2019)
 Courtland L. Bovee, John V. Thill and Roshan Lal Raina, Business
Communication Today, Fifteenth edition; Pearson Education (2021)
 Suzanne C. De Janasz; Karen O. Dowd and Beth Z. Schneider,
Interpersonal Skills in Organizations, McGraw Hill; 7th edition (2021)

Annexure 1. ICA 1 (Assignment) – Module 1, 2 – August 25 – September 5

2. ICA 2 (Mid Term Test) – Module 1, 2 and 7 – September 14-16
3. ICA 3 (Presentation) – based on Module 8 (presentation topics should be
from the course outline across modules) – September 25 – October 20
4. ICA 4 (Group Discussion) – Module 3, 4, 5, 6, 9 – November 1-8

Prepared by Faculty Approved by Program Approved by Associate Deans

Members Chairperson

Ms. Sneha Louis

Approved by I/C Dean –

ASM SOC