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Week 6: Understanding the Business Environment (Click to read notes)

Discussion Observation and communication
Observation and knowledge
Change and communication
Consensus and communication
Perception and communication
Primary and secondary capture of environmental data
Storage and transmission of environmental observations
Exercise Critique sources that your organization uses to understand its environment.
Assignment Reading:
  • Integrating Corporate Communications: Chapter 5, Corporate communication, strategy and reputation.
  • Wall Street Journal and New York Times business section daily.
  • Current issue of Fortune, Forbes and Business Week.
Exercise Examine your company's strategy and critique it.

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Week 7: Corporate Communication, Strategy and Reputation (Click to read notes)

Discussion Strategy and effective communication
Proactive and reactive strategy
Strategic messages
The strategic message and reputation
Communicating the strategic message
Exercise Critique your company's strategy.
Assignment Reading:
  • Integrating Corporate Communication, chapter 6: Corporate communication and the individual
  • Wall Street Journal and New York Times business section daily
  • Current issue of Fortune, Forbes and Business Week.
Exercise Examine the individuals in your department, discuss cultural differences among them and how those differences affect communication.

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Week 8: Corporate Communication and the Individual(Click to read notes)

Discussion Culture and communication
Symbols and individual communication
Distance and individual communication
Organizational structure and individual communication
Ranking individuals by importance
Communication and profiling core individuals
Corporate communication and individual messages.
Exercise Discuss the cultural differences among individuals in your department and how these differences affect communication.
Assignment Reading:
  • Integrating Corporate Communication, Chapter 7, Corporate communication and messages.
  • Wall Street Journal and New York Times business section daily
  • Current issue of Fortune, Forbes and Business Week.
Exercise Choose one strategic message in your organization and show how it is effected in your department.

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