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Syllabus

Below are full details of our Internal Communication Certificate syllabus.

Module 1 – Organisational culture and transformation

Suggested teaching time: approximately 10%.

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 management

Learning objectives

You will learn:

  • 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 outcome

You will be able to use knowledge of how culture impacts organisational effectiveness.

Module 2 – Communication theory and strategic internal communication and engagement

Suggested teaching time: approximately 15%.

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

You will learn:

  • 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 outcome

You will 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

Suggested teaching time: approximately 25%.

Aim

To provide a general 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

You will learn:

  • The background to planning models
  • How to conduct research
  • How to develop the right tactics
  • Measurement and evaluation

Learning outcome

You will be able to use knowledge of effective use of research for planning, tactical implementation and measurement.

Module 4 – Setting the right tone of voice

Suggested teaching time: approximately 20%.

Aim

To provide understanding of effective verbal and written communication:

  • Writing to engage your people
  • Effective presentations
  • Using corporate brand guidelines

Learning objectives

You will learn:

  • The way the 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 outcome

You will be able to use knowledge of effective written and verbal communication.

Module 5 – Using social media for internal communication

Suggested teaching time: approximately 20%.

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

You will learn:

  • 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 outcome

You will 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

Suggested teaching time: approximately 10%.

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

You will learn:

  • How communication enables leadership
  • How to develop effective management skills
  • How to embark upon a career development plan

Learning outcome

You will be able to use knowledge of how to develop a long term career in internal communication.

Assessment

Assessment is the completion of a 3,000-word critique that explores and examines a single aspect of internal communication theory in the context of 1 particular organisation.