Internal Brand Communication
Strategic branding begins on the inside. This course explores internal communication methods committed to building a collaborative culture and a community of brand advocates within an organization. Concepts covered include internal communication theory, current challenges facing organizational communication, and the current media strategies, tactics, and tools for creating an integrated communications plan. Students will develop organizational image campaigns to support brand promotion by identifying corporate culture, image, and goals. Perquisite: MCO 201.
Upon completion, students will be able to:
- Explain the major functions of organizational communication departments within corporations.
- Describe internal brand equity, management, and strategy.
- Summarize the strategies, techniques, and tools required to engage employees.
- Appraise the impact of communication technologies on brand image and reputation management.
- Assess the theoretical and everyday implications of globalization and diversity for contemporary organizational communication.
Grade Basis: Letter Grade
Credit hours: 3
Lecture hours: 3
Lab hours: 0
Prerequisites:
- MCO 201 - Introduction to Strategic Communication