KCOE 4400 - From global to Glocal, Navigating multinational corporate communications

Globalization has led to the growth of many companies which have developed activities in multiple markets. One of the key challenges at stake for global communication teams is therefore to adapt to culturally diverse customers, employees to ensure adequate reputation management. How to adopt a country-relevant approach while keeping a brand consistency across the globe ? How should responsibilities be assigned between headquarters and subsidiaries ? And how to deal with crisis coms in a porous and infobese world ? This course aims to explore the dynamics of corporate communication in a multinational context, highlighting the associated challenges and opportunities. Students will learn to navigate between global and local imperatives ("glocalization") while adopting a strategic approach to communication that aligns with the company's business objectives.

Domitille FAFIN,Guillaume LABBEZ

Séminaire

English

Perform mandatory readings Class participation Presentations and case studies Expected deliverables for presentations - Timed presentation - 10 min debriefing / Q&A - 2-3 students per group - mandatory to include examples and use cases - remember to include both Headquarters and affiliate's perspectives

Course taught in English Language: at least a C1 level in English is required to register

Autumn 2024-2025

- Participation throughout the course (20%) - Individual homework (presentation/case studies) (40%) - Final collective assessment (40%)The final exam will take the form of a practical role-playing exercise divided between different groups of students. One group will act as the global headquarters of a multinational corporation, while the other group represents various country offices. This exercise aims to apply the concepts learned in the course and to develop strategic communication skills in a real-world scenario. -Practical details : * The exercise will be carried out in small groups, with each group representing a subsidiary/company. * Each group will have to highlight the local issues specific to the subsidiary, in agreement with the company, in order to preserve its global identity. * Students will have to complete this exercise in a limited time

12 sessions of 2 hours. Each 2 hour lecture is illustrated with a presentation. The first lecture will be an introduction to the subject “From global to Glocal, Navigating multinational corporate communication”. It will enable students to have the grounds to understand the stakeholders and the peculiarities of the corporate communication for a global company. The first session will set out the fundamentals of the course, which students will use as a basis for their presentations and case. The course programmation will be presented,such as the expected deliverables.