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Syllabus for a Mini-Mester, Nine-Course Program

Interested in helping business students explore the communications issues impacting this fast-paced marketplace?

Consider using this easily modifiable program from Paul Argenti, professor of corporate communications, Tuck School of Business, Dartmouth College, to fit your course needs.

Session One: Changing Environment of Business/ Communications Function
Reading: Chapter 1, 3 (Corporate Communication, Paul Argenti, 5th Edition, pp. 1-15; 45-62)
Description:
• Attitudes about business
• Recognizing the changing environment
• Connecting corporate communication to business strategy
• Development of the communications function
• Structure of the communications function/reporting
Case: Google Inc. (pp. 16-26); Hewlett Packard (pp. 63-66)

Session Two: Communications Strategy/ Executive Branding
Reading: Chapter 2 (Corporate Communication, Paul Argenti, 5th Edition, pp. 27-42)
Reading: Chapter 1, 2 (Executive Presence: The Art of Commanding Respect Like a CEO, Harrison Monarth)

Description:
• Setting communication objectives
• Analyzing constituencies
• Delivering messages appropriately
• Identifying channels and structuring the message
• Macro writing
• Presentation delivery
Case: Cason Container Company (pp. 43-44)
Assignment: Mr. Haskell (from Carson Container Company case) must present to plant managers and materials managers from the individual plants. Rewrite memo/prepare speech

Session Three: Identity, Image, & Reputation
Reading: Chapter 4 (Corporate Communication, Paul Argenti, 5th Edition, pp. 67-98)

Description:
• Creating a coherent identity
• Image in the eye of the beholder
Building a solid reputation
• Issues management/reputational risk analysis
Case: Jet Blue (pp. 99-104)

Session Four: Corporate Social Responsibility
Reading: Chapter 5 (Corporate Communication, Paul Argenti, 5th Edition, pp. 105-133)
Reading: Chapter 1 (Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause, Philip Kotler, Nancy Lee, 1st edition, pp 1-21)

Description:
• What is corporate responsibility?
• Communicating about corporate responsibility
Case: Starbucks Coffee Company (pp. 134-154)

Session Five: Integrated Marketing Communications
Reading: Chapter 1 (The Handbook of Strategic Public Relations and Integrated Marketing Communications, Clarke Caywood, 2nd Edition)
Description:

• The role of IMC in the marketing process
• Public relations, publicity and corporate advertising
Case: Lowes

Session Six: Media Relations/Social Media
Reading: Chapter 6 (Corporate Communication, Paul Argenti, 5th Edition, pp. 155-172; European Financial Review: “Digital Strategies for Powerful Corporate Communications,” February/March Issue)
Description:
• Building better relations with the media
• Building a successful media relations program
• Integrating digital strategies into your business
Reputation management in a social media world
Cases: Adolph Coors Company (pp. 173-182); Domino’s Pizza (Click To See Details); Pepsi Refresh
Supporting material: Digital Strategies PPT (Paul Argenti)

Session Seven: Investor Relations
Reading: Chapter 8 (Corporate Communication, Paul Argenti, 5th Edition, pp. 203-223)
Description:
• Objectives of investor relations
• Developing an investor relations program
• Using investor relations to add value
Case: Steelcase (pp. 223-228)

Session Eight: Government Relations
Reading: Chapter 9 (Corporate Communication, Paul Argenti, 5th Edition, pp. 229-240)
Description:
• Rise of regulation
• How business manages government
• Government relations functions
Case: Disney’s America theme park (pp. 242-256)

Session Nine: Crisis Communications
Reading: Chapter 10 (Corporate Communication, Paul Argenti, 5th Edition, pp. 257-283)

Description:
• What is PR crisis? (Is all news really good news?)
• How to prepare for crises
• Communicating during the crisis
Case: Coca Cola India (pp. 284-300)