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BUS3062 : Corporate Communication and Social Media

  • Offered for Year: 2021/22
  • Module Leader(s): Professor Iain Munro
  • Lecturer: Dr Laurence Vigneau, Mr Joshua Haist
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


The overall objective of this module is to provide an outline of the changing landscape of modern corporate communications techniques including traditional approaches such as public relations and issues management, and more the developments related to the use of a variety of social media platforms which effect the corporate semiotic environment. The module explores the main theoretical perspectives on corporate communication and social media technologies. It also addresses the debates around the changing role of corporations in relation to broader social issues including the role of social media in transforming a range of industries (especially, the news media and the music industries) and more generally in democracies (such as the role of ‘fake news’ in politics).

Outline Of Syllabus

The topics covered in this module include:
- Introduction to Corporate Communication and Social Media
- Theoretical perspectives on Corporate Communication and Social Media
- Actors, pressures and issues in Corporate Communication
- Communication and crisis management
- Advertisements and branding
- Critique of Corporate Communication
- Future perspectives on Corporate Communication and Social Media

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture62:0012:00PiP lectures
Guided Independent StudyAssessment preparation and completion160:0060:00N/A
Structured Guided LearningLecture materials72:0014:00online lectures
Guided Independent StudyDirected research and reading154:0054:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00PiP seminars
Scheduled Learning And Teaching ActivitiesDrop-in/surgery22:004:00N/A
Guided Independent StudyIndependent study150:0050:00N/A
Teaching Rationale And Relationship

The lectures will introduce the theories and approaches related to the relationship between business and society as well as the management of Corporate Communication practices. Case studies will be discussed in seminars to develop insight on current issues involved in Corporate Communication management. Drop-in sessions will be used to discuss the group presentations and essay preparation. These sessions are intended to facilitate the students’ independent study, “engaging students themselves in hands-on research and working with students as collaborators” (LTR Report, 2016).

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Oral Presentation201A30Group Presentation - Podcast
Other Assessment
Description Semester When Set Percentage Comment
Essay2M70Individual assignment of 2500 words
Assessment Rationale And Relationship

The essay will enable an in-depth investigation of one aspect of Corporate Communication and assess the students’ ability to relate theoretical concepts to a practical example. The assessment will assess the students’ overall understanding of the module content and their ability to critically analyse key issues in Corporate Communication and Social Media.
The group presentations will assess the students' overall understanding of the module content and their ability to critically analyse key issues in Corporate Communications ands Social Media.

Reading Lists