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Course 2021-2022 a.y.

30570 - FUNDAMENTALS OF CORPORATE COMMUNICATION

Department of Accounting

Course taught in English

Go to class group/s: 31

BEMACS (6 credits - II sem. - OP  |  SECS-P/07)
Course Director:
XIAOXI WU

Classes: 31 (II sem.)
Instructors:
Class 31: XIAOXI WU


Mission & Content Summary
MISSION

Corporate Communication is a fast-growing discipline. This course aims to provide students with insights into (1) sustainable corporate communication in the digital age, and (2) investor and stakeholder relations from a sustainability perspective. Students will gain theoretical and practical knowledge on various corporate communication channels, investor relation, sustainability reporting, and corporate communication with different stakeholders. Students will be fostered with the valuable ability to analyse and evaluate quantitative and qualitative corporate reporting, and an understanding on how business environment and sustainability issues affect corporate communication. Students will be able to apply the knowledge from this course to a number of case studies to understand how corporate communication works in the real life.

CONTENT SUMMARY

·      Communication for the different stages of corporate life cycle

·      Financial vs. non-financial corporate reporting

·      Corporate reporting for investors and other stakeholders

·      Sustainability reporting

·      Corporate annual reports, Corporate earnings conference calls, Communication via social media

·      Gobalization and international corporate communication

·      Manager-analyst relation

·      Crisis communication, corporate communication in pandemic 

·      Opportunistic and fraudulent communication

·      Managerial traits and corporate communication


Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...

·      Explain different corporate communication channels and different types of corporate reporting information

·      Describe and illustrate sustainable corporate reporting with various stakeholders

·      Select, explain and distinguish appropriate corporate communication strategies in the modern business environment

APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...

·      Analyze and evaluate quantitative and qualitative financial information, and compare corporate performance using financial information

·      Analyze stock market impacts of financial communication


Teaching methods
  • Face-to-face lectures
  • Case studies /Incidents (traditional, online)
  • Group assignments
DETAILS

·      Lectures: teaching materials involve textbook chapters on financial information analysis, real-life corporate financial documents, financial communication surveys and reports from professional bodies, and (intuitive and fun) academic research.

 

·      Case studies: Case studies will use timely and useful materials from the real business world (e.g. Tesla's corporate communication, etc.). 

 

·      Group assignment: Students will analyze and evaluate a real-world corporation's latest communication strategies through a group assignment. 


Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  •   x  
  • Active class participation (virtual, attendance)
  • x    
    ATTENDING STUDENTS

    Assessment system for attending students

    • One written general final exam, representing 19 points out of the final grade. The final exam includes two types of questions: (1) Closed-ended questions: such as multiple-choice questions, true or false questions, etc. (2) Open-ended questions: such as theory questions, discussion questions, etc.
    • One group assignment (1 assignment report + 1 presentation), representing 8 points out of the final grade.
    • Case discussion preparations checks, representing 4 points out of the final grade.
    NOT ATTENDING STUDENTS

    Assessment system for non-attending students

    • One written general final exam, representing 19 points out of the final grade. The final exam includes two types of questions: (1) Closed-ended questions: such as multiple-choice questions, true or false questions, etc. (2) Open-ended questions: such as theory questions, discussion questions, etc.
    • One individual assignment on the topic of corporate communication, representing 8 points out of the final grade.
    • Case discussion preparations checks, representing 4 points out of the final grade.

    Teaching materials
    ATTENDING AND NOT ATTENDING STUDENTS

    ·      Teaching materials involve textbook chapters on corporate communication, real-life case studies, real-life corporate reporting documents, surveys and reports from professional bodies and international regulators, and (intuitive and fun) academic research papers.

    ·      Case studies, corporate documents, surveys and reports, and most materials will be provided by course instructors and Bocconi University's electronic resources. (Let's create a greener world together!)

    ·      Investor Relations, 2nd editino, by Anne Guimard.

    Last change 08/03/2022 14:40