Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2012-2013 (archived)


Department: Business School (Business)


Type Tied Level 4 Credits 15 Availability Available in 2012/13 Module Cap
Tied to N1KE12
Tied to N2KE12
Tied to N2KF12


  • None


  • None

Excluded Combination of Modules

  • None.


  • To provide students with the opportunity to study key topics in organisational communication at an advanced level.


  • History of organisational communication; propaganda and persuasion; corporate identity and image; organising communication; reputation management; conceptual tools of communication; reputation management; conceptual tools of communication systems, social marketing, multi-step flow and network approaches; internal communication; leadership and communication; public relations; crisis management; other stakeholders - community etc; personal communication styles and competency.

Learning Outcomes

Subject-specific Knowledge:
  • By the end of this module, student should have a critical appreciation of:
  • how the key concepts and models underpinning organisational communication can be related to real situations;
  • the relevance of history of corporate communications to current practice;
  • the various communication infrastructures within organisations;
  • how communication is linked to other organisational issues;
  • the challenges of communicating in a crisis;
  • their own communications styles.
Subject-specific Skills:
  • By the end of this module, student should be able to:
  • analyse the concepts and models underpinning organisational communication;
  • apply a variety of communication tools and techniques in different stakeholder contexts;
  • analyse the respective roles of identity, image and reputation in organisational life.
Key Skills:
    Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The learning outcomes will be met through a combination of lectures, facilitated discussion sessions, group work and guided reading. Extensive use will be made of case studies. All sessions have a high participation element, and an emphasis on action-learning.
  • Assessment of this module is by summative assignment, designed to: test the acquisition and articulation of knowledge; test conceptual understanding and skills of application and interpretation within the business context.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Lectures 9 hours in total
Groupwork 9 hours in total
Preparation & Reading 132
Total 150

Summative Assessment

Component: Individual written assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written assignment 3,000 words (Max.). 100%

Formative Assessment:

Feedback on group and individual activities undertaken during contact hours. Feedback on learning set reflections and action points related to this module.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University