KCOE 4025 - Corporate Communications in a globalized world

In today’s interconnected and fast-evolving world, corporate communication is more essential than ever.

This course explores the fundamentals of corporate communication and its pivotal role in shaping organizational performance, reputation, and relevance in a globalized context.

From navigating diverse media landscapes and cultural differences to addressing the expectations of varied stakeholders, we’ll examine key challenges and opportunities companies face today.

Through 24 hours of interactive sessions, students will engage in debates and critical discussions to tackle questions such as:

• Why is corporate communication a cornerstone of a company’s success?
• How can communication strategies adapt to cultural nuances and diverse stakeholder groups?
• Are some stakeholders more influential than others?
• Is there such a thing as a truly global company?
• What is the role of the corporate brand in relation to the consumer brand?
• How can companies achieve global consistency in messaging while leveraging local cultural insights?
• How can organizations reconcile their values with competing values in the global arena?
• What truly matters for building corporate reputation?
• What role do CEOs and employees play in effective corporate communication?

Students will develop a critical, analytical mindset to:

• Understand the interplay between global and local branding.
• Analyze the impact of cultural, media, and societal shifts on corporate strategy.
• Explore the dynamics between corporate identity and stakeholder perceptions.
• Examine case studies to understand real-world applications of theory.

This class prioritizes active participation, fostering an environment of exchange and debate to encourage diverse viewpoints. By situating discussions at the intersection of global and local branding, corporate values, culture, media, and strategy, students will gain the tools to think independently and critically about contemporary issues in corporate communication.

A series of guests from diverse corporate horizons (Public Affairs specialists, Crisis experts, Comms Directors, elected officials etc...) will come and present their professional journey, experiences and outline their current challenges.

Course taught in English Language: a C1 Level in English is required to register for this course.

12 x 2h00

The student's final grade will be awarded based on class participation and three specific exercises:

• 25% of the grade will be based on class participation
• 25% of the grade will be derived from a team exercise built around solving a corporate challenge.
• 25% of the grade will be evaluated via an individual exam around an Op-Ed type essay.
• 25% each student will deliver a C-Level Speech during the class.