Programme And Module Handbook
 
Course Details in 2020/21 Session


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Module Title LH Strategic Stakeholder Communications
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 29345
Module Lead Hazel Westwood
Level Honours Level
Credits 10
Semester Semester 1
Pre-requisites
Co-requisites
Restrictions Available to all students who have been allowed onto the final year of a degree programme for which it is a compulsory module

On programmes on which the module is optional the module is available to those who have passed Internal and External Communications
Contact Hours Guided independent study-78 hours
Practical Classes and workshops-4 hours
Lecture-18 hours
Total: 100 hours
Exclusions
Description The aim of this module is to examine the theories, principles and practice of strategic stakeholder communications. It focuses on advanced level management and organisational communications, from both contextual and analytical standpoints.

The module aims to equip future Marketing Communications specialists, and Public Relations leaders with the knowledge and frameworks to enable strategic communications mapping, engagement, relationship development and management.

Analysis of strategic approaches to managing challenges, conflict, and negotiation with all stakeholders at a corporate, national and international level. The module will also analyse the role of leaders in strategic communications, and provide frameworks for cross cultural approaches as a part of the programmes global approach. Students will also apply contemporary frameworks for Customer Relationships Management and reputation building.

Pedagogy includes in class formative exercises continuing the experiential learning of the communications theme.
Learning Outcomes By the end of the module students should be able to:
  • Display understanding and application of strategic stakeholder communications planning and mapping across both organisational and management communications.
  • Apply a range of theoretical frameworks to manage communications and relationships with different groups of stakeholders
  • Balance communications planning across all stakeholder groups according to stakeholder salience
  • Critically analyse and assess communication strategies in stakeholder relationship management, including customer relationship management.
  • Evaluate, compare and contrast communication strategies across leadership communications.
  • Critically assess communication tactics in managing stakeholder relations cross culturally.
  • Analyse and understand contextual considerations of strategic communications in practice, for example the challenges and synergies in integrated marketing communications campaigns.
  • Understand and compare the frameworks for Public Affairs and the communication interfaces between business and governments, nationally and internationally.
Assessment 29345-01 : Essay : Coursework (100%)
Assessment Methods & Exceptions Assessments: 2,500 word individual course work (100%)
Reassessment: 2500 word essay
Other None
Reading List