Internal Communication (20516)
Degree/study: Bachelor's Degree in Advertising and Public Relations
Year: Third and fourth
Term: Second
Number of ECTS credits: 4 credits
Hours of studi dedication: 100/125 hours
Teaching language or languages: Catalan
Teaching Staff: Enric Ordeix Rigó
1. Presentation of the subject
Study of the roles, goals and principles of communication within organizations, from an integrated business management perspective. Knowledge of the tools used for internal climate measurement, informative channel establishment and communication strategy definition.
2. Competences to be attained
1. General skills
• Applying knowledge into practice.
· Ability to work autonomously.
· Team work and in-group debate skills.
· Critical assessment and self-assessment skills.
· Communication skills.
· Punctuality and respect towards others (teacher and students).
• Paying attention to the presentations and interventions done by classmates.
2. Specific skills
1. Students must know the communication models and the most suitable organization systems, as well as the functions, roles and composition of a typical internal communication department.
2. Students must know the internal communication process through its components: the promoter, the executer and the receiver subject, the messages, the channels and the more frequently used communication tools.
3. Students must be able to apply the internal communication methodological analysis process, as well as the variables and elements worthy to analyze.
Students must be able to develop the structure guidelines that an internal communication plan must have, as well as as being able to program the actions or campaigns springing from the plan.
3. Contents
Unit 1. Introduction
1. Conceptual limits.
2. The market situation.
Unit 2. Internal communication: definition.
1. Definition.
2. Authors and origin of the concept.
3. Currents of opinion and perspectives.
Unit 3. Organization environment.
1. Open systems versus closed systems.
2. Vertical structures versus horizontal structures.
3. Basic functions of IC.
4. Composition and location of the department.
Unit 4. The process.
1. Subjects and players.
2. Key messages.
3. Channels and communication tools.
Unit 5. Research and analysis.
1. Research process.
2. Analysis variables.
3. Methodological resources.
Unit 6. The internal communication plan.
1. Responsibilities.
2. Structure.
3. Components.
Unit 7. Tendencies
1. In organization management.
2. Connection to CSR.
3. Knowledge management as a guideline.
4. The added value in external communication when faced with a tumultuous competitive environment.
4. Assessment
Assessment criteria
This course's goal is to help students acquire a satisfactory level in all the skills required to approach, strategically and technically, any problem or opportunity within the internal communication's framework.
The teacher will contextualize the concepts in an academic and professional environment, contrasting the explanation of theoretical concepts with case observation and news follow up. Students will solve practical cases, individually or in group. Contents are organized in thematic blocks, explained with their theoretical context and specific bibliography so students are able to go into every topic in deep.
The teacher will mark the practical tasks with up to 70% of the final mark (individual and in group exercises, presentations of specific topics and punctual solutions for news cases along with a strategic application). A debate on already solved cases will be done: students will have to present other possible strategic and tactical solutions and the result that would arise from them. This debate will be marked with up to the 30% of the subject's final mark.
The mentioned bibliography and all the additional material that could illustrate explanations -case documentation, published news and etc- will also be included as material that could be used by students in their tasks.
When will the course be assessed?
The course's assessment is continuous throughout the term, through the case study and debate sessions. As well, a final exam will take place at the end of the term.
Weight of every assessment method in the final mark
Following the proposed structure, the weight of every assessment method in the final mark is detailed next.
Practical tasks (70% of the mark)
Concept based tasks about current issues within companies and organizations field.
Case debate (30 % of the mark)
Active participation in the in-class debates, reflections and content assessment through additional written tasks, to be done individually or in group.
FINAL MARK
Students must get a pass in every assessment method. The final mark will be an average of the marks in the different assessment methods, according to their weight.
In case of not getting a pass in one or more assessment methods, students will have to take an exam in September on the assessment methods they failed.
5. Bibliography and teaching resources
5.1. Basic bibliography
CANEIRO CANEDA, M. La responsabilidad social corporativa interna: la "nueva frontera" de los recursos humanos. Madrid: ESIC, 2004.
DEL POZO, M. Cultura empresarial y comunicación interna. Madrid: Fragua, 1997.
Harvard Business Review. Gestión del conocimiento. Bilbao: Deusto, 2003.
KOTTER, P. J.; HESKETT, J. L. Corporate Culture and Performance. Londres: The Free Press, 1992.
LUCAS MARÍN, A. La comunicación en la empresa y en las organizaciones. Barcelona: Bosch Casa Editorial, 1997.
PIÑUEL, J. L. Teoría de la comunicación y gestión de las organizaciones. Madrid: Síntesis, 1997.
SCHEIN, E. H. La cultura empresarial y el liderazgo. Barcelona: Plaza & Janés, 1988.
5.2. Complementary bibliography
GRUNIG, J.; HUNT. Dirección de Relaciones Públicas. Barcelona: Ediciones 2000, 2000.
GINER DE LA FUENTE, F. Los sistemas de la información en la sociedad del conocimiento. Madrid: ESIC, 2004.
PALENCIA-LEFLER, M. 90 técnicas de relaciones públicas. Manual de comunicación corporativa. Barcelona: Bresca, 2008.
SEITEL, Fraser: Teoría y práctica de las relaciones públicas. Madrid: Prentice Hall, 2002.
WILCOX, D. L.; AULT-AGEE. Relaciones públicas. Estrategias y tácticas. 6a. ed. Madrid: Pearson, 2002.
XIFRA, J. Tècniques de les relacions públiques. Barcelona: UOC, 2007.
6. Metodology
Master classes, debate and case study sessions. In the first case, the whole group will attend the classes. For the debate and case study sessions, students will be distributed in reduced groups. There will be a total of nine debate and case study sessions.
7. Planning of activities
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Learning structure |
Contents |
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Week 1 |
Opening session |
Master class |
Methodological presentation of the subject
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Master class |
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Week 2 |
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Practical case |
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Practical case |
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Week 3 |
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Master class |
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Master class |
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Week 4 |
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Practical case |
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Practical case |
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Week 5 |
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Master class |
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Master class |
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Week 6 |
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Debate on cases |
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Debate on cases |
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Week 7 |
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Master class |
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Practical case |
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Week 8 |
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Practical case |
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Practical case |
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Week 9 |
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Generic practical case integrating all the knowledge acquired during the course. |
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Generic practical case integrating all the knowledge acquired during the course. |
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Week 10 |
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Debate on the achieved knowledge. Solving doubts. |
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Closing session |
Closing of the subject, concepts revision. |