Fr. A.C. Jesurajan, SJ
An elective course in General Management Area, of 3 credits
To be offered to students of PGDBM
It is a systematic and scientific enquiry into the components that make up the corporate image of an organization and identification of the underlying dynamics that go into the shaping of a corporate image. Fully based on case studies, as presented by student groups, the course is aimed at enhancing their knowledge of the industries, their ability to analyze their inner workings and identify the key factors that contributed to the success of the organizations.
Student learning outcomes
A thorough and a detailed knowledge of the workings of an organization
Perfecting one’s persuasive skills of communication through presentations
Better understanding of corporate advertising and corporate Public Relations
A fuller grasp of the ways by which organizations communicate
A practical knowledge of the ways of controlling rumours, stereotypes and corporate propaganda
Required text books
A specially prepared Book of Readings, based on the excerpts from standard books on advertising, PR, rumours, stereotypes, and propaganda and articles from prominent journals.
A bibliography on the components, with recommendations, on which of the listed books and articles would be of use for further study.
Session 01 Lecture on the components of a corporate image
Session 02 Introduction to preparing and offering a presentation in the class
Session 03 Presentations and discussion on how corporate personnel contribute to the building of a corporate image of an organization ( 1 )
Session 04 Presentations and discussion on corporate personnel ( 2 )
Session 05 Presentations and discussion on corporate personnel ( 3 )
Session 06 Presentations and discussion on how corporate advertising contribute to the building of a corporate image of an organization ( 1 )
Session 07 Presentations and discussion on corporate advertising ( 2 )
Session 08 Presentations and discussion on corporate advertising ( 3 )
Session 09 Presentations and discussion on how corporate Public Relations contribute to the building of a corporate image ( 1 )
Session 10Presentations and discussion on corporate PR ( 2 )
Session 11 Presentations and discussion on Corporate PR ( 2 )
Session 12 Presentations and discussion on how corporate rumours are to controlled in order to project a positive corporate image ( 1 )
Session 13 Presentations and discussion on controlling corporate rumours ( 2 )
Session 14 Presentations and discussion on overcoming corporate stereotypes in order to project a positive corporate image ( 1 )
Session 15 Presentations and discussion on overcoming corporate stereotypes( 2)
Session 16 Presentations and discussion on controlling corporate propaganda( 1 )
Session 17 Presentations and discussion on controlling corporate propaganda( 2 )
Session 18 Creating and maintaining a corporate image: a case study
Session 20 Summing up
Evaluation
Course work, presentations and leading the discussions 35 %
Research group project in creating a corporate image 20 %
End term examination 35 %
Full attendance 10 %