In the Corporate Culture course the focus is on the blend of values, beliefs, taboos, symbols, rituals and myths which organizations develop over time. Students will learn the communication techniques that the in-house public relations manager must practice. An emphasis is put on both the “macro” and “micro” tasks of the internal PR manager. “Macro” tasks refer to strategic planning of internal communication. “Micro” tasks include the evaluation of employee communication problems within organizations and the design of communication programs to handle them.
Hours of lecture
Hours of discussion
Hours of independent study
Total numbers of hours
Please note that the time spent on independent study exceeds hours of lecture and discussion.
The course will cover the following topics:
Corporate culture and corporate image (4 hours)
definition of corporate culture, typology of corporate culture
influence of corporate culture on business
Symbolic components of corporate culture (6 hours)
corporate culture as an integrator
naming and slogans
house style and its components
Verbal components of corporate culture (10 hours)
mission and vision
corporate philosophy and corporate code
corporate history and legends
ways of corporate culture promotion
Paul A.Argenti (2013). Corporate Communication. 6th ed. McGraw Hill
Lionel Wee (2015). The Language of Organizational Styling. Cambridge University Press.
Invernizzi Emanuele, Falconi Toni Muzi, Romenti Stefania (eds.) (2009). Institutionalosing PR and Corporate Communication. Proceedings of the Euprera 2008 Milan Congress. Milan.
Minaeva L.V. (2010) Vnutrikorporativnyje svyazi s obshchestvennost’u. Moscow: Aspect Press (in Russian).