SYLLABUS AÑO: 2020 TIPO: CÓDIGO: HFA00866

ELECTIVA CARRERA
UNIDAD DE ESTUDIO:
ELECTIVA III- ORGANIZATIONAL COMMUNICATION III
MODALIDAD: CRÉDITOS: DURACIÓN: HORAS AC. DIRECTO: HORAS T. AUTÓNOMO: HORAS TOTALES:

PRESENCIAL 3 SEMESTRE 54 90 144

FACULTAD O INSTITUTO: PROGRAMA:
V.0 | CÓDIGO: FRN-001-F4-2 | 17/08/2016

HUMANIDADES Y CIENCIAS SOCIALES LENGUAS MODERNAS

UNIDADES DE ESTUDIO PRE-REQUISITO: UNIDADES DE ESTUDIO CO-REQUISITO:
UPPER INTERMEDIATE BUSINESS ENGLISH ESTILÍSTICA Y LEXICOLOGÍA

PROPÓSITO DEL CURSO (Justificación / Motivación / Aportes al perfil del egresado)

Through this study unit, students will be able to identify the concept of corporate strategy and how
it impacts on company's internal or external performance. Students will develop their competency t
o identify or prevent possible breakdowns or conflicts in internal or external communication issues.
Then, they will be able to propose a corporate strategy which will be aligned to a communication
plan or campaign. Besides, they will focus on the analysis of successful or campaigns and determ
ine the reasons that led to success. Therefore, the problems and breakdowns will be directly relate
d to internal communication, marketing communications, corporate reputation, corporate social res
ponsibility or shared value.

COMPETENCIA GLOBAL COMPETENCIAS ESPECÍFICAS (C.E.)

IAbility to communicate in foreign and native languages in personal and
Based on a diagnosis in organizational c A
ommunication, the student will be able to professional fields

B Ability to efficiently manage communication in organizations.

propose communication plans and cam
paigns that strengthen the organization a
gainst the problems detected.
C Ability to act ethically and with social responsibility facing different social,
cultural, economic and political realities.

COMPETENCIAS TRANSVERSALES (C.T.)* D Ability to communicate effectively in multicultural and multidisciplinary

EM SH IN CO TE environments.
Ability to apply knowledge in solving current problems in diverse contexts.
ENF REF REF ENF ENF E

METODOLOGÍA RESUMEN DE CONTENIDOS (Temas generales)

The methodology of this study unit
consists of lecture sessions, case
studies and in class discussion. The
student, on the other hand, should
undertake readings in their extra time,
develop workshops, create oral
presentations and other activities that
the teacher assigns.
1. Corporate Strategy. Definition and scope.
2. Key elements for Strategy: Corporate reputation or
Corporate Image.
3. Communication strategy for crises management.
4. Communication strategy for Corporate Social Respo
nsibility, Shared Value and Sustainability.

*Las competencias transversales corresponden a: EM: Emprendedoras, SH: Socio-humanísticas, IN: Investigativas, CO: Comunicativas,
TE: Tecnológicas. Los niveles de desarrollo de las competencias son: INT: Introducción, REF: Refuerzo y ENF: Énfasis.
SESIÓN 1 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. CORPORATE STRATEGY Reading assignment:

A
EM ✔
SESSION 1 Gillis, (2006) IABC Handbook of Organizational Co
B
SH ✔ Syllabus explanation, method and grading system. mmunication.

IN
✔ ✔C Reading assignment:

D
CO ✔ SESSION 2

E
TE ✔ Mind map on definiton of strategy, class debate on
the scope of strategy.
SESIÓN 2 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. CORPORATE STRATEGY

EM A
✔ ✔ Reading Assignment:
SESSION 1: García, H (2012). The Power of Communication.
B
SH ✔ Team workshop: Companies with appropriate stra
tegy scope. Analysis and presentations.
C
IN ✔
SESSION 2:
CO
✔ ✔D Team presentations.

E
TE ✔
SESIÓN 3 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. CORPORATE STRATEGY Reading assignment:

EM A
✔ ✔ Percy, (2008). Strategic IMC.
SESSION 1
B
SH ✔ Topics that contribute and impact an organizationa
l communication strategy.
IN
✔ ✔C
SESSION 2
CO
✔ ✔D * Institution characterization.
* Organizational context: inside and outside.
E
TE ✔
SESIÓN 4 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. KEY ELEMENTS FOR CORPORATE STRATEGY

Anthonissen (2008). Crisis Communication: Practic
EM A
✔ ✔
SESSION 1 al PR Strategies for Reputation Management and
B
SH ✔ * Identify and clasify the organizational speech: for Company Survival.
and internal and external audience.
IN
✔ ✔C
SESSION 2
CO
✔ ✔D
E
TE ✔
SESIÓN 5 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. KEY ELEMENTS FOR CORPORATE STRATEGY Gillis, (2006) IABC Handbook of Organizational Co
mmunication.
EM A
✔ ✔
SESSION 1
B
SH ✔ *Public relations: contributions to organizational str Anthonissen (2008). Crisis Communication: Practic
ategy. Team presentations. al PR Strategies for Reputation Management and
IN
✔ ✔C Company Survival.
SESSION 2
CO
✔ ✔D *Corporate Reputation: Communication with stake
holders. Team presentations.
TE
✔ ✔E
SESIÓN 6 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. KEY ELEMENTS FOR CORPORATE STRATEGY The Reputation institute web and measurement pr
EM A
✔ ✔ ocess.
SESSION 1 AND 2
B
SH ✔ Best practices in Corporate Reputation: The Reput
ation Institute.
IN
✔ ✔C
CO
✔ ✔D
TE
✔ ✔E
SESIÓN 7 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. KEY ELEMENTS FOR CORPORATE STRATEGY

A
EM ✔
Merco Insitute website analysis. Downloadable doc
B
SH ✔ SESSION 1 AND 2 uments and analyses.
Reputation: ¿How to measure it inside the organiz
IN
✔ ✔C ation?

CO
✔ ✔D
TE
✔ ✔E
SESIÓN 8 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. COMMUNICATION STRATEGY FOR CSR AND S Reading assignment:

EM A
✔ ✔ USTAINABILITY
Bartlett (2011)
B
SH ✔ SESSION 1 The Handbook of Communication and Corporate S
CSR definition, scope and benefits Ocial Responsibility.
IN
✔ ✔C
SESSION 2 Case study assignments on CSR for team present
D
CO ✔ CSR risks, crises and mistakes ations. Nestle, Primark, KitKAt.

TE
✔ ✔E
SESIÓN 9 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. COMMUNICATION STRATEGY FOR CSR AND S

USTAINABILITY Team presentations.
EM A
✔ ✔
B
SH ✔ SESSION 1 Reading assignment:
Communication strategies for CSR Moore, T (2014) CSR and shared value differences
IN
✔ ✔C
SESSION 2
CO
✔ ✔D Team presentations

TE
✔ ✔E
SESIÓN 10 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. COMMUNICATION STRATEGY FOR CSR AND S Reading assignment:

EM A
✔ ✔ USTAINABILITY
Moore, T (2014) CSR and shared value differences
B
SH ✔ SESSION 1
Shared value and sustainability: definition, scope a
IN
✔ ✔C nd benefits. Team workshop

CO
✔ ✔D SESSION 2
Risks, crises and mistakes
E
TE ✔
SESIÓN 11 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. COMMUNICATION STRATEGY FOR CSR AND S

EM A
✔ ✔ USTAINABILITY Reading assignments:
Sustainable CSR practices.
B
SH ✔ SESSION 1 CSR Action plan template
Communication strategies for shared value: Stake
IN
✔ ✔C holder segmentation.

D
CO ✔ SESSION 2
Best practices in segmenting and communicating
TE
✔ ✔E with stakeholders.

SESIÓN 12
TUTORIAL SESSION FOR FINAL PROJECT: OR
CONTENIDOS ACTIVIDADES DE APRENDIZAJE
GANIZATIONAL STRATEGY
C.T. C.E. COMMUNICATION STRATEGY FOR CSR AND S
EM A
✔ ✔ USTAINABILITY
Team presentations.
B
SH ✔ SESSION 1
Team presentations on shared value activities.
IN
✔ ✔C
SESSION 2
CO
✔ ✔D Team presentations on sustainability and green bu
sinesses.
TE
✔ ✔E TUTORIAL SESSION FOR FINAL PROJECT: OR
GANIZATIONAL STRATEGY
SESIÓN 13 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. COMMUNICATION STRATEGY FOR CRISES MA Reading assignment:

EM A
✔ ✔ NAGEMENT
Coombs, T (2010). Crisis Management and COmm
B
SH ✔ SESSION 1 unicationd
How to identify it? How to handle it?
IN
✔ ✔C
SESSION 2
CO
✔ ✔D TUTORIAL SESSION FOR FINAL PROJECT: OR
GANIZATIONAL STRATEGY
TE
✔ ✔E * Identify from a situation, the audience, aims, con
ditionals, contingency.
SESIÓN 14 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. COMMUNICATION STRATEGY FOR CRISES MA Reading assignment and presentations:
NAGEMENT
EM A
✔ ✔
Anthonissen (2008). Crisis Communication: Practic
B
SH ✔ SESSION 1 al PR Strategies for Reputation Maagement.
Communication strategies for crises management
C
IN ✔
SESSION 2
CO
✔ ✔D TUTORIAL SESSION FOR FINAL PROJECT: OR
GANIZATIONAL STRATEGY
TE
✔ ✔E * Identify communication media for the strategy: int
ernal y external.
SESIÓN 15 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. COMMUNICATION STRATEGY FOR CRISES MA

NAGEMENT
EM A
✔ ✔
Written paper elaboration
B
SH ✔ SESSION 1
How to handle mass media and digital crises
IN
✔ ✔C
SESSION 2
CO
✔ ✔D TUTORIAL SESSION FOR FINAL PROJECT: OR
GANIZATIONAL STRATEGY
TE
✔ ✔E Analysis of an organizational communication strate
gy compounds.
* Identify tools for data collection.
* Message design.
SESIÓN 16 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. COMMUNICATION STRATEGY FOR CRISES MA

EM A
✔ ✔ NAGEMENT Written paper elaboration
Team oral presentation
B
SH ✔ SESSION 1
Describing a crisis management manual.
IN
✔ ✔C
SESSION 2
CO
✔ ✔D TUTORIAL SESSION FOR FINAL PROJECT: OR
GANIZATIONAL STRATEGY
TE
✔ ✔E
SESIÓN 17 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E. SESSION 1 Team final presentation following the communicatio

EM A
✔ ✔ TUTORIAL SESSION FOR FINAL PROJECT: OR n campaign format.
GANIZATIONAL STRATEGY Final paper with communication pieces design.
B
SH ✔
SESSION
IN
✔ ✔C ORGANIZATIONAL STRATEGY WRITTEN PAPE
R
CO
✔ ✔D Final paper with communication pieces design.

TE
✔ ✔E
SESIÓN 18 CONTENIDOS ACTIVIDADES DE APRENDIZAJE

C.T. C.E.

EM A
✔ ✔ SESSION 1
Team presentations COMMUNICATION STRATE
B
SH ✔ GY

IN
✔ ✔C SESSION 2
Fedback
CO
✔ ✔D
TE
✔ ✔E

CONTROL DE CAMBIOS
VERS. FECHA ELABORÓ REVISÓ APROBÓ DESCRIPCIÓN DEL CAMBIO

1 7-12- 2018 Yasmín Galvis Ardila Bibiana Clavijo Olmos Carlos Mario Reyes R. Ajuste bibliografía y temáticas, además cambio de formato d

2 23-11-2019 Yasmín Galvis Ardila Yasmín Galvis Ardila Jennyffer Vargas Ajuste de bibliografía.
EVALUACIÓN
1st ......................30%
*Workshop in class
*Evaluation
2nd ....................20%
*Workshop in class
*Evaluation
3rd .......................20%
BIBLIOGRAFÍA
*Workshop in class
*Evaluation
-Ackerman F, Eden C (2010). Strategic
4th ..................... 30%
Management of Stakeholders: Theory and
* Diagnostic document
Practice. In: Long Range Planning vol. 44. P.
* Work Defense.
179-196.
-Alanis, Business Academy (2010). Social
Responsibility Perspectives: Shareholder and
Stakeholder perspectives.
-Bonini SH, Court D (2009). Rebuilding
corporate reputation. The McKinsey Quarterly,
June. McKinsey & Company, p.1-8
-Case study Polar company:
http://www.youtube.com/watch?
v=0Xm_2TIp7p8
Cornelissen (2010) Defining Corporate
Communication. SAGE Editions. Chapters 1
and 2.
-Coombs, T and Holladay, S (2010). The
Handbook of Crisis Communication. London:
Wiley-Blackwell.
-Fearn-Banks K (2011) Crisis Communications.
A casebook Approach. New York: Routledge,
4th edition
-Garcia H (2009) The Power of Communication.
Skills to Build Trust, Inspire Loyalty and Lead
effectively. Chapters 9.
-Garcia H (2009) The Power of Communication.
Skills to Build Trust, Inspire Loyalty and Lead
effectively. Introduction.
RECURSOS TECNOLÓGICOS
Virtual classroom.
COMPONENTE DE LENGUA EXTRANJERA
LENGUA EXTRANJERA: PORCENTAJE:
INGLÉS 100%
-Gillis, T. (ed.) (2006). The IABC handbook of
organizational communication: a guide to
internal communication, public relations,
marketing, and leadership. San Francisco:
International Associations of Business
Communicators.
-GREENNOVATE (2009).The Journey of
Sustainable Business. Video produced by
Greennovate. MIT Sloan and the Boston
Consulting Group.
-GREENNOVATE (2009).The Journey of
Anthonissen (2010). Crisis communication.
Chapter 11; Can Corporate Cultures Really
Change?
-Kotter, J. P., & Schlesinger, L. A. (1979).
Choosing strategies for change (pp. pp-106).
Harvard Business Review.
-Percy L (2008). Strategic Integrated Marketing
Communication. Oxford: Elsevier, 1st ed.
Chapter 6, 8
-Schmitz Leiter, G. and Oliver, B. (2012) Why
communication is key to successful change
management. Case
-Sharma (2008) The 6 principles od
Stakeholder Engagement. In: Supply Chain
Management Review.
-Sustainable Business. Video produced by
Greennovate. MIT Sloan and the Boston
Consulting Group.
-Valackiene, A. (2010) Efficient Corporate
Communication: Decisions in Crisis
Management. Inzinerine
Ekonomika-Engineering Economics, 21(1) pp
99- 110