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KCOE 4025 - Corporate communications in a globalized world

Type d'enseignement : Seminar

Semester : Spring 2017-2018

Number of hours : 24

Language of tuition : English


At least, level 4 in English

Course Description

The objective of this course will be to provide students with insights and thinking into how to structure Corporate Communications in a globalized environment. At a time when Corporate brands no longer belong solely to the companies that generate the corporate discourse but are increasingly becoming the product of conversations with their various stakeholders, we'll be analyzing the effects, strategies and consequences of this age of Corporate Co-construction. From the impact of financial markets, through digital and social innovations right through to the advent of micro-communities, the rise in environmental concerns, the importance of corporate culture and much more, we'll adopt a deliberately wide scope of analysis in order to evaluate the multi-cultural factor. And in the end, we'll make the case that any Corporate Communications worth its while will is one that empowers stakeholders.


KORENGOLD, Emlyn L. (President, TBWA Corporate)

Course validation

In addition to class participation (10%), students will be assessed through 3 exercises, a C-level speech to be delivered in a specific situation, a teamwork exercise of an agency pitch in order to win a specific Corporate Communications mandate (30%) and a written case study of an existing Corporate Communications event asking them how they would have done things differently (30%).

Required reading

  • The Culture Map: Breaking Through the Invisible Boundaries of Global Business
  • Hitting the sweet spot
  • Multicultural Communication and Popular Culture: Racial and Ethnic Images in Star Trek
  • Global Communication: Theories, Stakeholders and Trends, 4th Edition
  • Fundamentals: Intercultural Communication

Additional required reading

The Cultural Origins of Human Cognition