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

Globalization has led to the growth of many companies that operate in multiple markets worldwide. One of the key challenges for global communication teams is therefore adapting to culturally diverse customers and employees to ensure adequate and consistent reputation management.

How can a country-specific approach be adopted while maintaining brand consistency across the globe? How should responsibilities be assigned between headquarters and subsidiaries? And how should crises be handled in an interconnected world affected by content overload?

This course explores the dynamics of corporate communication in a multinational context, highlighting associated challenges and opportunities.

Students will learn how to balance global and local imperatives ('glocalization') while taking a strategic approach to communication that aligns with the company's business objectives.

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

12 x2h00

Each two-hour lecture is illustrated with case studies presented by students and enriched by guest speakers who are communication professionals from various international companies.

Last year’s guests, for example, came from companies including Disney, Stellantis, BNP Paribas, Pernod Ricard, and Kering.

The first lecture will introduce the subject, providing students with the grounding needed to understand the basic concepts of “glocal” and corporate communication.

The final collective assessment (30%) will take the form of a practical role-playing exercise, with students divided into different groups. The aim of this exercise is to apply the concepts learned in the course and to develop strategic communication skills in a real-world scenario.