Module 1 – Organisational culture and transformation (theory) Suggested teaching time – 10 per cent
Aim: To provide a general introduction to organisational culture and transformation:
- corporate strategy
- organisational structure
- systems theory, chaos and complexity theories
- employee motivation and human relations thinking
- the impact of internal communication on culture and the effect of organisational culture on communication and engagement.
Learning objectives to understand:
- the background to organisational culture and transformation
- what culture is
- why organisations need to transform and how they do it
- how internal communication and engagement supports transformation.
Learning outcomes, to be able to use knowledge of:
- how culture impacts on organisational effectiveness.
Module 2 – Communication theory and strategic internal communication and engagement (theory)Suggested teaching time – 15 per cent
Aim: To provide a general introduction to communication theory:
- the communication process
- effective communication and engagement
- focus on identifying the key issues facing internal communicators in setting the right strategies
- the strategic management of internal communication – themes and principles.
Learning objectives to understand:
- the background to communication theory
- how communication and engagement are linked
- why organisations need to communicate
- the difference between internal communication strategy and tactics.
Learning outcomes, to be able to use knowledge of:
- the way that effective internal communication strategy can change culture and enable organisations to achieve transformation objectives.
Module 3 – Planning and managing tactics (professional knowledge ) Suggested teaching time – 25 per cent Aim: To provide a basic introduction to planning models:
- internal communication strategy and planning
- research approaches in internal communication
- tactics and the role of line management
- measuring, monitoring and evaluating internal communications.
Learning objectives to understand:
- the background to planning models
- how to conduct research
- how to develop the right tactics
- measurement and evaluation.
Learning outcomes, to be able to use knowledge of:
- effective use of research for planning, tactical implementation and measurement.
Module 4 – Setting the right tone of voice (professional knowledge)
Suggested teaching time – 20 per cent
Aim: To provide understanding of effective verbal and written communication:
- writing to engage your people
- effective presentations
- using corporate brand guidelines
Learning objectives to understand:
- the way that language interests the reader
- how to avoid using jargon
- how to engage a live audience
- the importance of following brand and tone of voice guidelines.
Learning outcomes, to be able to use knowledge of:
- effective written and verbal communication.
Module 5 – Using social media for internal communication (professional knowledge) Suggested teaching time – 20 per cent
Aim: To provide understanding of social media in the internal communication context:
- understanding wikis, blogs, podcasts etc
- focus on when and where it is appropriate to use new media.
Learning objectives to understand:
- the different properties of social media
- how social media enables collaboration
- how to use social media effectively
- the golden rules of using social media.
Learning outcomes, to be able to use knowledge of:
- how to include social media effectively in the internal communication mix.
Module 6 – Role of internal communications in transforming organisations (professional development)
Suggested teaching time – 10 per cent
Aim: To provide understanding of the role of the internal communicator:
- internal communicators as organisational leaders
- networking, negotiation, decision making
- development of a personal development plan.
Learning objectives to understand:
- how communication enables leadership
- how to develop effective management skills
- how to embark upon a career development plan.
Learning outcomes, to be able to use knowledge of:
- how to develop a long term career in internal communication.
Assessment programme
Summative assessment is the completion of a 3000 word report, showing application of learning.
You should complete a report based on the consolidated learning from all modules, showing how internal communication is practiced in your own organisation (or an organisation of your choice).
This should be written in report format and should include an appendix of no more than 1000 words, explaining how theory from modules 1 and 2 has underpinned the investigation. This appendix would be included in the overall 3000 word count; any further appendices would not be included.
Final grade is fail, pass, merit or distinction (in accordance with other CIPR qualifications).
Note: this qualification is set at level 5 NQF qualification and could, at some future point, be submitted for recognition as such.
Level 5 qualifications recognise the ability to increase the depth of knowledge and understanding of an area of work or study to enable the formulation of solutions and responses to complex problems and situations. Learning at this level involves the demonstration of high levels of knowledge, a high level of work expertise in job roles and competence in managing and training others. Qualifications at this level are appropriate for people working as higher grade technicians, professionals or managers. Level 5 qualifications are at a level equivalent to intermediate higher education qualifications such as diplomas of higher education, foundation and other degrees that do not typically provide access to postgraduate programmes.
