COMM 3010
Integrated Corporate Communication
3 Credit Hours

Course Information
Students examine important corporate communication areas such as internal communication, advertising, public relations, integrated marketing communications, and new communication technologies. The course focuses on how these areas work together to achieve organizational objectives.
  • Students explore corporate communication functions including advertising, marketing communications, public relations, and new media technologies.
  • Students focus on communication strategies and tactics reviewing the ingredients of a comprehensive corporate communication plan.
  • Students a variety of problem - solution approaches to research such as interviewing, ratings, circulation and subscription, surveys, and opinion panels used in corporate communication.
  • Students learn the responsibilities and duties of professional corporate communicators.
  • Students study the many aspects of corporate communications such as organizational operations, internal and external relations, effects of legal standards and ethical dilemmas, and crisis and issues management.
  • Students explore informative and persuasive campaigns and special events including media buys, copy writing, news release writing, and press conferences.
COMM 1200, COMM 1400, Junior status, or instructor approval.
A suggested sequence of course topics, perhaps noting that students should complete certain core modules prior to moving to elective or more advanced modules.
This course requires some work offline such as interviews with communication professionals.
Textbooks, Supplementary Materials, Hardware, and Software Requirements
 No textbooks are required for this course.
There are no other required materials.
Macintosh or Windows operating system computer with at least 56k modem, dial up Internet access.
Students must have Microsoft Word software; Windows and Macintosh versions are acceptable.
Assessment and Grading
This course uses online testing with objective examinations: true-false, multiple choice, and matching. Examinations are posted online only during the prelisted examination times.


Test Description

Point Value

Examination I
60 item objective test featuring true-false, multiple choice, and matching items covering corporate communication definition, status, and history and development.


Examination II
60 item objective test featuring true-false, multiple choice, and matching items covering corporate communication ethics, professional standards, laws and regulations, and practice.


Examination III
60 item objective test featuring true-false, multiple choice, and matching items covering corporate communication special events and campaign building, management functions, news and copy writing, and press conferences.


Examination IV
60 item objective test featuring true-false, multiple choice, and matching items covering advertising, new media technology, and crisis and issues management.


Final Examination
Comprehensive final examination with 100 items; 25 items taken verbatim but randomly from each of the four exams. Examinations I through IV will be posted online for student review in advance of the comprehensive final examination.


This course employs self, peer, class, and instructor evaluation when determining grades for the group presentations. Communication professional interviews are assessed by the instructor and the interviewee. Written assignments are graded by the instructor taking into account writing style, use of the English language, content information, organization, and resources cited.



Point Ranges




 1440 to 1600

90 to 100% 


 Very Good

1280 to 1439

80 to 89%



1120 to 1279

70 to 79%



 960 to 1119

60 to 69%



 0 to 959

0 to 59%

Assignments and Participation
The following are the assignments for this course.





Communication Plan
Students work in groups to develop a communication plan for a defines organization. 



Campaign with Special Event 
Students work in groups to plan, organize, and articulate a corporate communication campaign with a special event.



Reaction Papers
5-page, typewritten, double-spaced reaction papers using the American Psychological Association Style Manual (4th ed.).


 200 each

Professional Communicator Interview 
A face to face or telephone interview with a corporate communication professional, and follow up summary 2-page, typewritten report to be posted online for class member review.



Corporate Communication Writing
Small writing assignments (commercial copy writing, news release writing) for the professional communicator.


50 each

Student participation in discussion groups is expected and an evaluated part of this course.
It is important for students to keep up to date on the lectures and assignments.
Course Ground Rules
  • Participation in class is required.
  • Students are expected to communicate with other students in group projects.
  • Students are expected to keep abreast of course announcements through the class mail list.
  • Please use your assigned university email address as opposed a personal email address,
  • Report technical problems immediately,
Guidelines for Communications
Always include a subject line.

Remember without facial expressions some comments may be taken the wrong way. Be careful in wording your emails. Use of emoticons might be helpful in some cases, but capital letters are always discouraged as they represent overemphasis.

Use standard fonts.

Send large attachments (over 2,000 k) only with permission.

Respect the privacy of other class members.

Review the discussion threads thoroughly before entering the discussion. Be a lurker then a discussant.

Try to maintain threads by using the "Reply" button rather starting a new topic.

Do not make insulting or inflammatory statements to other members of the class or group. Be respectful of others ideas.

Be patient and read the comments of other group members thoroughly before entering your remarks. Try not to take constructive criticism personally as it is intended to assist you in improving your class performance.

Be cooperative with group leaders in completing assigned tasks.

Be positive and constructive in class or group discussions.

Respond in a thoughtful and timely manner.

Introduce yourself to the other class or group members in the chat session.

Be polite. Choose your words carefully. Do not use derogatory statements. Avoid overstatements.

Be concise in responding to others in the chat session.

Be constructive in your comments and suggestions.


  The Tennessee Board of Regents Virtual Library is available to all students enrolled in the Regents Degree Program. Links to library materials (such as electronic journals, databases, interlibrary loans, digital reserves, dictionaries, encyclopedias, maps, and librarian support) and Internet resources needed by learners to complete online assignments and as background reading must be included in all courses. 

Students With Disabilities

  Qualified students with disabilities will be provided reasonable and necessary academic accommodations if determined eligible by the appropriate disability services staff at their home institution. Prior to granting disability accommodations in this course, the instructor must receive written verification of a student's eligibility for specific accommodations from the disability services staff at the home institution. It is the student's responsibility to initiate contact with their home institution's disability services staff and to follow the established procedures for having the accommodation notice sent to the instructor.

Syllabus Changes

  Any necessary changes to the course syllabus will be sent to the student by e-mail and posted on the bulletin board.

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