Module: Communication Management

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Communication Management
Module Code	CM5021 (ITS) / MCO1045 (Banner)
Faculty	Humanities & Social Sciences	School	Communications
Module Co-ordinator	Madeline Boughton
Module Teachers	Martin Molony
NFQ level	9	Credit Rating	10
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

None

Description

This module will provide students with a good working knowledge of the theories, practices and key issues underpinning effective communication management.

Learning Outcomes

1. Demonstrate an understanding of how to resource and manage a communications function.
2. Demonstrate an awareness of the role of the communications function within the wider organisation.
3. Identify the required skills and capabilities to design and execute a communications programme.
4. Measure and evaluate the outcomes and impact of a communications activities within organisational context.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	20	Weekly online lectures, via Loop.
Online activity	25	Engagement with discussion forums on Loop.
Online activity	55	Engagement with digital materials.
Assignment Completion	50	Researching and completion of course assignments.
Independent Study	100	Sourcing and reading module-related materials.
Total Workload: 250

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

The Communications Plan
Background and situation analysis; goals and objectives; research; target audiences / stakeholders; key messages and themes; proof points; communication tools; evaluation.

The Communications Team
Roles on a communications team; Choosing a spokesperson; Best practice in media training.

Networking & Relationship Management
Creating, maintaining and developing relationships with key stakeholders.

How Agencies Work
Understanding the role and purpose of the departments within agencies and their relationship with the market and the client.

The In-house Function
How internal communications functions work within the wider organisational context. Identify internal stakeholders; create, develop and maintain relationships with internal publics; recognise the importance of internal stakeholders in communicating with a wider audience.

Managing Digital Within Communications
How to optimise the use of digital in achieving effective and sustained communication through effective co-ordination and management.

Measurement & Evaluation
Review of existing measurement and evaluation models.

Case Studies
Case Studies in effective communication management.

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Essay	Students are required to research, analyse and present the communication management aspects of an existing or past, local, national or international, event.	60%	Week 9
Report(s)	Conduct and report on an interview with the head of a communications function, or account director in an agency, identifying the key challenges and opportunities for the management of communications.	40%	As required

Reassessment Requirement Type
Resit arrangements are explained by the following categories: Resit category 1: A resit is available for both* components of the module. Resit category 2: No resit is available for a 100% continuous assessment module. Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element.
* ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment
This module is category 1

Indicative Reading List

Capozzi, Louis & Rucci, Susan: 2013, Crisis management in the age of social media, Business Expert Press, New York,
Gruing, James E.: 1992, Excellence in Public Relations and Communication Management, Routledge,
Hearit, Keith Michael: 2006, Crisis management by apology: corporate responses to allegations of wrongdoing, Lawrence Erlbaum Associates, Mahwah, N.J,
Lukaszewski, James E: 2013, Lukaszewski on Crisis Communication: What Your CEO Needs to Know about Reputation Risk and Crisis Management, Rothstein Publishing,
Theaker, Alison: 2012, The Public Relations Handbook, 4th, Routledge,

Other Resources

23444, Web site, Coombs, W. Timothy, 2014, Crisis Management and Communications, Institute for Public Relations, http://www.instituteforpr.org/crisis-management-communications/, 23445, Blog, 0, Bulletproof, Levick Strategic Communications, http://levick.com/insights/crisis, 23446, Blog, 0, Communicating through a Crisis, Dan Hicks, http://crisisexperts.blogspot.ie/,