Course Title Corporate Communication Credits 3

Course
MGT3821 Course category Core L-T-P-S-C 2-1-0-0
Code
Version Approval Details
The course takes the learners towards a critical journey 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
Course communication, B2B & B2C communication, & communication with the media and
public effectively. The skills developed through the course add to the key stakeholders’
Description
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.
This course will enable the students to be equipped with the knowledge and skills
necessary to achieve the following:

1. Effective Application of Best Communication Strategies:

Enable students to contribute incrementally to an organization's communication

goals through the proficient application of best communication strategies.

2. Ethical and Value-Based Communication:

Instill in students the ability to provide ethical and value-based communication

across all organizational levels, fostering solutions to critical business and
organizational issues.
3. Analytical Skills and Global Competitiveness:

Course Develop students' analytical skills and communication prowess to maintain an

organization's global competitiveness within a multi/trans-cultural environment.
Objective
4. Adaptability and Evolution:

Cultivate in students the ability to evolve consistently by assimilating the

communication dynamics of diverse elements within an organization, including
employees, employers, culture, products, services, experiences, and market
dynamics.

5. Marketing and Brand Communication:

Provide an understanding of the processes and skills involved in marketing and

brand communication, empowering students to enhance the overall experience
for business stakeholders.

6. Organizational Crisis Resolution:

 Equip students with the sagacity to effectively solve organizational crises
through strategic communication approaches.

7. Public Relations Acumen:

Foster in students the acumen needed for PR communication, enabling them to

contribute to building and maintaining a positive organizational image.

These objectives collectively aim to prepare students for a dynamic and competitive
corporate communication landscape, emphasizing strategic thinking, ethical
considerations, adaptability, and effective problem-solving through communication.
Upon completion of this course, the students will be able to:
1. Make incremental contributions to communication goals by making an effective
application of Best Communication Strategies

2. Provide Ethical and Value based communication at every level that has the
potency to solve critical business and organizational issues
3. Display the analytical skills and penchant for communication which can maintain
an organization’s global competitiveness amidst a multi/trans-cultural set up
Course 4. Display the ability to evolve consistently by assimilating the key traits of positive
Outcome business communication
5. Understand the process and skills of marketing and brand communication and create
a better experience for the business stakeholders

6. Display the storytelling capacities to enhance self-image and may add value to brand

7. Display the acumen toward PR communication and can help build the
organizational image and solve crisis

CO, PO and PSO Mapping

PO PO- PO- PO- PO- PO- PO- PO- PO- PO PO- PO- PSO- PSO- PSO-
CO
-1 2 3 4 5 6 7 8 9 -10 11 12 1 2 3
CO- - - - - 3 3 3
3 1 3 3 2 2 1 3
1
CO- - - - - 3 1 3
3 1 3 3 3 3 3 3
2
CO- - - - - 3 2 1
3 3 3 3 3 3 3 1
3
CO- - - - - 3 3 1
3 3 3 3 3 3 3 1
4
CO- - - - - 3 2 1
3 3 2 2 2 3 1 3
5
CO- - - - - 2 2 1
3 3 1 3 1 3 3 1
6
CO- - - - - 2 1 3
3 3 2 3 3 1 1 1
7
1: Weakly related, 2: Moderately related and 3: Strongly related

Outline Teaching Schedule

Unit Topics No. of Sessions
MODULE 1: What is Business Communication (Verbal and
1 3
Nonverbal)

2 MODULE 2: Barriers to Communication & Ways to Overcome 2

MODULE 3: Organizational Communication (Intra-organizational
3 and B2B, B2C) 2

MODULE 4: Critical Organizational Communication-

4 I (Power Discourse); II (Decision Making); III (Leadership); IV 2

(Motivation); V (Business Ethics)

MODULE 5: Interpersonal Communication Theories (ELM,

Classical Theory of Aristotle, Coordinated Management of Meaning
5 (CMM), Dramatism Theory, Johari Window, AIDA, Transaction 3
Analysis
MODULE 6: Sales Letter & Persuasive Messages, Email writing,
6 Conveying Negative Messages 2

MODULE 7: Research Report/Proposal Writing

7 2

8 MODULE 8: Agendas and Minutes of the Meeting 2

MODULE 9: Oral Communication

1. Meetings & Brain Storming (De Bono’s 6 Hat Theory)

9 2. Voice, Intonation, Pitch 2
3. Use of Mechanical Device: Telephone Etiquette, Online Video
Calls

10 MODULE 10: Marketing Communication: Ads & Visual Semiotics 3

MODULE 11: Business Story Telling of Brands and Organization;
11 Leadership Pitches through Stories 2

12 MODULE 12: Creating and Delivering PPT stories 3

 MODULE 13: Crisis Communication and Management of Brand
13 Image 2

Total Sessions 30
Recommended Resources

Essential readings:

Mehra, P. (2016). Business Communication for Managers. Pearson

Additional readings:

Garner, B.A. (2013). HBR Guide to Better Business Writing. Harvard Business Review Press

Tuleja, E.A. (2017). Intercultural Communication for Global Business: How Leaders Communicate for
Success. Routledge

Arnold, G.T. (2015). Media Writer’s Handbook: A Guide to Common writing and Editing

Websites:

https://www.youtube.com/watch?v=kvYbk7GeQpg
https://www.youtube.com/watch?v=wAQNDbgiVmg

https://www.forbes.com/sites/forbescommunicationscouncil/2022/04/05/five-communication-barriers-in-business-
and-how-to-fix-them/?sh=25827dc6780f

https://www.forbes.com/sites/forbescommunicationscouncil/2021/12/10/five-best-practices-for-b2b-
communications/?sh=55f65173bd51

https://www.researchgate.net/publication/2812655_Power_And_Communication
https://www.youtube.com/watch?v=kMKjGS53Ls4
https://www.youtube.com/watch?v=Zz4u4YuWP1Q
https://online.hbs.edu/blog/post/leadership-communication
https://www.centenary.edu/files/resources/leadership-styles-pp.pdf
https://www.tutorialspoint.com/management_concepts/motivation_theories.htm
https://researchleap.com/theories-motivation-application-organizations-risk-analysis/
https://hbr.org/1993/05/whats-the-matter-with-business-ethics
https://www.youtube.com/watch?v=VlqUPJ_LCrs
https://www.youtube.com/watch?v=E9r2KObA3lY
https://www.youtube.com/watch?v=zmBnqRSrIeI
https://www.youtube.com/watch?v=myXYEz0i8aQ
https://www.youtube.com/watch?v=Zi4SvpAFRmY
https://www.youtube.com/watch?v=bDHx3zW2w1E
https://learn.akkadium.com/gordon-pask-conversation-theory/
https://www.youtube.com/watch?v=_fvV8wqnu0Q
https://www.youtube.com/watch?v=uYBaSZYZ3sI
https://www.scienceofpeople.com/paralanguage/
https://www.youtube.com/watch?v=54xYxV1SoaU
https://www.youtube.com/watch?v=brLKt1KKrKU
https://www.youtube.com/watch?v=XyRjKCT_wrk
https://www.youtube.com/watch?v=CGR8qRRxuAc
https://www.youtube.com/watch?v=DZKgBuZhfj8
https://www.youtube.com/watch?v=yKSPI2W-AfU
https://www.youtube.com/watch?v=SlpOaY-_HMk
https://www.youtube.com/watch?v=J6a26ndMGXM
https://onlinelibrary.wiley.com/doi/10.1002/mar.20342
https://www.youtube.com/watch?v=ImI3lFPxJoY

https://www.researchgate.net/publication/299599048_The_Power_of_Leadership_Storytelling_Case_of_Adolf_Hitler

https://hbr.org/2006/01/a-brief-history-of-decision-making
https://writers.com/freytags-pyramid

https://www.linkedin.com/pulse/turning-challenges-opportunities-coca-cola-crisis-case/

Additional Resources:

1. Business Communication by M.S. Sweeney (free Edx course)

https://www.edx.org/course/business-communications
2. People Management by Vasanthi Srinivasan (free IIMB course)
https://www.edx.org/course/people-management

Assessment Method (Mapped with COs)

Assessment Method
Mode of Assessment Marks Assigned
(Mapped with CO’s)
Project 20 1,2,3,5

Assignment 5 6,7

Class Participation 25 4

Total
 General Instruction to Students
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