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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Communication Management
Module Code CM5021
School School of Communications
Module Co-ordinatorSemester 1: Madeline Boughton
Semester 2: Madeline Boughton
Autumn: Madeline Boughton
Module TeachersMadeline Boughton
NFQ level 9 Credit Rating 10
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

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.

Workload Full-time hours per semester
Type Hours Description
Lecture20Weekly online lectures, via Loop.
Online activity25Engagement with discussion forums on Loop.
Online activity55Engagement with digital materials.
Assignment Completion50Researching and completion of course assignments.
Independent Study100Sourcing 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 Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
EssayStudents 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;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
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/,
Programme or List of Programmes
GDPRSCGrad Dip in Public Relations&Strat Comms
MSCPRMSc in Public Relations & Strategic Comm

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