Corporate communication 2700-L-DM-D6KOKO-PRM
Brand - history and essence. Identity, warranty, promotion - main functions of brands. Brand strength. Product brand vs. corporate. How to create a brand portfolio - brand architecture. Identity-brand power. Identity sources and selected identification models.
Reputation - the flow and recognition for the success of the brand. Factors affecting reputation, reputation management. Brand image. Types of brand images. Positioning.
Vision and mission of the organization. Ways of creating them. Values in corporate branding. Organizational culture. Typologies and types of cultures. Corporate culture management. Visual identification, systems and elements of visual identification, logotype, color symbolism and brand relevance. Co-ordinate communication, functions and tools.
Corporate communication and marketing. Rol, goals, functions, place and position in the organization. Trends and development of discipline. Secrets - the key to successful organization. Stakeholders, design and mapping. Dialogue with stakeholders.
Processes in corporate communications - planning and strategy. Analysis of the initial state. Brand awareness and brand awareness. Communication audit. Planning programs and communication campaigns.
Type of course
Course coordinators
Learning outcomes
Knowledge
• Knowledge of the brand, its functions, objectives, architecture
• Know how to define target groups, how to position your brand.
• Knowledge of identity, reputation and image
• Knowledge of missions, visions, values and visual identification.
• Knowledge about the importance of corporate communication - essence, functions, tools
• Knowledge of processes in corporate communications.
• Knowledge of the role of stakeholders in the organization.
Skills
• Evaluate corporate communications activities
• Defining processes in corporate communications.
• Ability to choose positioning, branding
• Basic skills in branding.
• Ability to prepare brand communications strategies and methods and communication channels.
• Analyze the visual identity of brands and determine their meaning.
• Branding, management, rebranding, branding.
Other competences
• Understands the need for comprehensive organization communication.
• Understands the need to define goals, target groups and research projects.
Assessment criteria
Stationary lecture - written work (advertising analysis) + written final exam. Mandatory presence.
Online lecture - written work (advertising analysis) + exam online. Mandatory attendance.
Bonus - the best are exempt from the exam
Practical placement
lack-of
Bibliography
1. Cornelissen J., Komunikacja korporacyjna. Przewodnik po teorii i praktyce, Warszawa 2010
2. Daszkiewicz M., Wrona S., Kreowanie marki korporacyjnej., Wydawnictwo Difin, Warszawa 2014
3. D’Alessandro D. F., Kreowanie marki. Jak wypracować perfekcyjny wizerunek firmy i produktu, Wydawnictwo RM, Warszawa 2001
4. Krawiec F., Kreowanie i zarządzanie reputacja firmy, Centrum Doradztwa i Informacji Difin sp z o.o. Warszawa 2009,
5. Kall J., Silna marka. Istota i kreowanie, Polskie Wydawnictwo Ekonomiczne, Warszawa 2001
6. Kończak J. Bylicki P., Istota marki korporacyjnej i jej komunikacja w XXI wieku, Warszawa 2018
7. Fombrun C.J, van Riel C.B.M. Essential of corporate communication, Routledge Tylor and Francis Group, London and New York 2007
8. Kitchen J.P., Schultz E.D., Raising the corporate umbrella. Corporate communications in the 21st century, New York 2001
9. Van Riel C.B.M., Principles of Corporate Communication, London 1995,
10. Herlé M., Rustema C. Corporate Communication Worldwide, Noordhoff Uitgevers bv Groningen/Houten, the Netherlands, 2012
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: