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 coursework (internal communication plan).

• Internal communication is the key to the survival of companies and the main goal for students is to be able to apply the knowledge obtained in this course. For example, the coursework is to apply the theory to the actual practice by implementing an internal communication plan. Students will be able to apply it in their future jobs.

Learning outcomes

• Students can identify the main roles in the internal communication process.
• Students can use external communication management tools in the internal environment of the organisation.
• Students can understand the importance of the internal communication process in the development of the organisation.
• Students can develop an internal communication plan.
• Students can analyse one's personal and professional skills in relation to different areas of the professional practie. 

Competencies

General skills

• Be able to analyse and summarise.
• 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 organise 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, analyse, select, organise 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 skills

• Be able to analyse 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 organisation.
• 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 organisation's approach to the market and customer relations.

Basic skills

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

Core skills

• 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

• 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 acquiring the basics properly, 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 solving exercises on a weekly basis.

Bibliography

Key references

• 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.

Further reading

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