Internal Communication

Objectives

The objective of this course is to provide students with an understanding of internal communication strategies, encouraging analytical thought and examining the necessary cohesion and motivation to work in a company. Through actual case studies, abstract theory, and a coursework (internal communication plan). Internal communication is the key to the survival of the companies and the main goal for students to be able to apply the knowledge obtained in this course. For example, the course work is the application of the theory to the actual practice of implementing an internal communication plan. They will be able to apply it in their future jobs.

Learning outcomes

Identify the actors in the internal communication process.
Apply external communication management tools to the internal environment of the organization.
Understand the importance of internal communication processes for the development of the organization.
Develop an internal communication plan.
Analyze one's personal and professional abilities in relation to different areas of professional practice.

Skills

general

• Be able to analyze and summarize.
• Be able to communicate orally and in the languages of the community.
• Be able to engage in criticism and self-criticism.
• Be able to make reasoned and coherent presentations.
• Be able to organize and plan.
• Be able to put basic knowledge of the profession into practice.
• Be able to use English effectively for academic and professional purposes.
• Be able to use information: seek, analyze, select, organize and exploit information effectively.
• Be able to work in a team and a multidisciplinary network.
• Be environmentally and socially aware at work.
• Be skilled at adapting to new situations.
• Have an ethical commitment at work, with respect for democratic principles and values.

Specific

• Be able to analyze and understand the operation of the market and its influence on the activities of a company.
• Be able to apply theoretical knowledge, skills and communication tools to create an integrated communication strategy for an organization.
• Be able to define and implement strategies and business models with intensive ICT use, and in particular the internet, social networks and e-business systems.
• Be able to devise and deploy integrated marketing communication initiatives.
• Be able to devise and implement business initiatives in global markets.
• Be able to devise and implement integrated corporate communication plans.
• Display leadership skills in strategic decision-making in general, and in marketing and communication, in particular.
• Understand and be able to convey the importance of an organization's approach to the market and customer relations.

Basic

• Students can communicate information, ideas, problems and solutions to both specialists and non-specialists.

Core

• Project the values of entrepreneurship and innovation in one's academic and professional career, through contact with a variety of practical contexts and motivation for professional development.

Content

Topic 1. Internal communication and management.

Topic 2. Corporate culture.

Topic 3. Internal communication tools.

Topic 4. Planning for internal communication.

Evaluation

• The 40% tasks, 20% group practice 40% coursework (internal communication plan).
• Recovery measures: There are no recovery measures.

Methodology

The course, despite the theoretical importance of the basics properly acquired, has a practical approach.

The teacher explains the theoretical knowledge of each of the subjects to later solve relevant case studies. This is followed by weekly rhythm solving exercises.

Bibliography

Bibliography

• FitzPatrick, L., Valskov, K (2014). Internal Communications: A Manual for Practitioners (PR In Practice): A Manual for practicioners. Kogan Page.
• Fraser P. Seitel (2020). The Practice of Public Relations: The Practice of PR (14 ed.). Pearson.
• Quirke, Bill (2008). Making the Connections: Using Internal Communication to Turn Strategy Into Action (2 ed.). University Pres Cambridge.
• Cowan, D. (2014). Strategic Internal Communication: How to Build Employee Engagement and Performance: How to build employee engagement and performance (2 ed.). Kogan Page.
• Dahlman, S., Heide, M. (2021). Strategic Internal Communication: A Practitioner’s Guide to Implementing Cutting-Edge Methods for Improved Workplace Culture. Routledge.

Reading

Teachers will provide complementary bibliography and compulsory reading throughout the course via the Virtual Campus.