Programme And Module Handbook
Course Details in 2018/19 Session

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Module Title LI Internal and External Communications
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 29341
Module Lead Mark Foster
Level Intermediate Level
Credits 10
Semester Semester 1
Restrictions None
Contact Hours Guided independent study-78 hours
Practical Classes and workshops-8 hours
Lecture-14 hours
Total: 100 hours
Description The module uses communication theory and contemporary case studies to examine how an organisation presents itself to an audience. This audience can be internal to the company, or external. Topics covered will include communication channel selection, persuasive campaigns, engaging an audience on the internet, communicating change to internal and external audiences, organisational use of social media for engagement. Also, the role and function of Human Resource Management and recruitment marketing is analysed. Podcast scripting and production is taught and experienced as a channel of engagement.
Learning Outcomes By the end of the module students should be able to:
  • Demonstrate a knowledge and a critical understanding of the role of internal and external communicators in engaging internal and external audiences.
  • Identify and apply key communication theory theories and practices, and apply these to engagement collateral such as a podcast.
  • Critically evaluate leadership and management communications and their influence on internal and external engagement and relations
  • Analyse how organisations use internal communications as marketing for external use via recruitment
  • Understand and critically evaluate how organisations communicate change to both internal and external stakeholders
  • Critically evaluate models and practices and apply theory to analyse modern communication practices
Assessment 29341-01 : Podcast proposal, script and recording : Coursework (25%)
29341-02 : 2000 word Essay : Coursework (75%)
Assessment Methods & Exceptions Assessments:

Podcast proposal, script and recording 25%
2000 word Essay 75%


Individual essay, 2,000 words (100%)
Other None
Reading List