CIPR Internal Communication Certificate – Syllabus
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 and outcomes
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 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 and outcomes
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 basic introduction to planning models
Internal communication strategy and planning.
Research approaches in IC.
Tactics and the role of line management.
Measuring, monitoring and evaluating internal communications.
Learning objectives and outcomes
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 and outcomes
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 and outcomes
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 and outcomes
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
Summative assessment is the completion of a 3000 word report, showing application of learning.
Students should complete a report based on the consolidated learning from all modules, showing how internal communication is practiced in their own organisation (or an organisation of their 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).
Assessment dates: twice per year (December and August).
This qualification is set at level 5 NQF. Level 5 qualifications recognize 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.
Source: www.qca.org.uk
