ICM STUDENT MANUAL The communication organization

JIC-COMO.1V-11
Module organization Study Year 1, academic year 2013-2014 1. Course overview

Books: Mintzberg, H. (1989). Mintzberg on Management: Inside our strange world of organizations. New York: The Free Press. ISBN: 1416573194 , ISBN13: 9781416573197. Chapters to read: (chapters 6,7,8,9,10,11,12,13). OR Mintzberg, H. (1983). Structures in Fives. New Jersey: Prentice Hall. ISBN10: 013855479X , ISBN13: 9780138554798 Chapters to read: (chapter 6, 7, 8, 9, 10, 11 and 12) + (chapters 12 and 13) from Mintzberg, H. (1989). Mintzberg on Management. New York: The Free Press. Please dont forget to use these two extra chapters (chapters 12 and 13) if you use this (old version) book by Mintzberg. Riel, C.B.M. van & Fombrun, C. (2007). Essentials of Corporate Communication. London: Routledge. ISBN10: 0415328268, ISBN13: 9780415328265 Trompenaars, F. & Woolliams, P. (2003). Business across cultures. Chichester: Capstone Publishing. ISBN 1841124745 Digital content and course slides Module C Conceptual Learning Line on Sharepoint.

Tests: Assignment and exam Weight: 5 ECTS Lecturers: Evelyn Bekooij-Westerhoudt, Elvira Joldersma, Paul Williams, Aletta Smits

evelyn.bekooij-westerhoudt@hu.nl, elvira.joldersma@hu.nl, paul.williams@hu.nl, aletta.smits@hu.nl

Learning objectives:
During Module C you will be guided towards developing the competencies 1, 2 and 3 from the ICM competencies-list: See the study guide. 1. Apply the concepts Organization structure (Mintzberg) and Organization Culture (Hofstede, Trompenaars), and show an understanding of both theories. 2. Apply the concepts Corporate Communication, Corporate Identity Mix and Corporate Story, and show an understanding of these concepts related to a Communication Plan. 3. Identify and apply the concepts SWOT, Stakeholders, Trends & Issues, and show an understanding of the internal and external corporate environment.
!

Assessment criteria:
1. The organization is analyzed and explained according to Mintzbergs organizational structures. 2. The organization is analyzed and explained according to Hofstedes and Trompenaars cultural dimensions. 3. The concepts Corporate Communication, Corporate Identity Mix and Corporate Story are explained and applied to the organization. 4. Relevant Trends & Issues for the organization are identified, explained and adapted to its benefit. 5. Stakeholders are prioritized and target audiences are segmented, based on evidence and literature. "# The SWOT-analysis is constructed, based on evidence and literature. !

Deadline(s):
1.
2.

Exam: week 9 Assignment: hand in on Wednesday 26 March(week 8) before 12.00 (noon)

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Table of content
1. 2. 3. 4. 5. 6. 7. Course overview Course content Course structure and methods Assessment and evaluation Study load Competences How the course fits in the greater programme 1 4 4 7 8 9 10

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2.

Course content

Organizations communicate in a dynamic environment with several audiences (internal and external, commercial and non-commercial). In addition, an organization has to compete with many other organizations especially in an international environment. The challenge for you is to help the organization attract the attention of the target audience and to influence their attitude. To achieve these objectives you will need to analyze the organization, conclude why the organization could be attractive for the target-audience and consequently what message should be sent to the target audience and how.

3.

Course structure and methods

Contact hours Every week you will have two meetings of two hours each: A. meeting A is a large-scale formal lecture in which concepts and assignments are explained B. meeting B is a tutorial in which the assignments that you made are discussed, plenary and/ or with your team. Weekly tutorial (meeting B) What you need to do for every week: 1. Attend formal lecture (meeting A). 2. Start the weekly assignment immediately after meeting A. Your weekly assignment should be completed before you go to meeting B. Prepare the weekly assignments in PowerPoint. 3. During the first hour of meeting B, every group prepares a presentation or discussion of their results of the week assignment. You will receive more detailed instructions at the beginning of this meeting. During the preparation time your teacher will be present to ask questions and to offer guidance. 4. At the beginning of the second hour of meeting B your teacher will start various discussion forms, or select groups who will present their results during this second hour. 5. Your presentation should take about 10 minutes. After the presentation your classmates ask questions. The length and methods of the discussion forms will vary. 6. It is crucial that your group has finished the week assignment before meeting B starts, and every group has to prepare a PowerPoint presentation every week. Note. All group members must be familiar with the full content of the weekly assignments. 7. Include the improved PowerPoints of the week assignments as an appendix to the briefing (= Final Assignment).

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Weekly schedule
Meetings A: large-scale formal lecture. Meetings B: tutorial/ workshop. Weekly assignments are made in groups of 3 students. Structure your weekly assignments for a large internationally operating organization/ company such as: Philips, Shell, Sara Lee, Unilever, Akzo Nobel, Heineken, Greenpeace, WWF, Unicef
Subject Weekly assignment Groups complete the following assignment for meeting 1B: Analyze the Corporate Identity Mix1 of this organization. Explain what starting points and personality are expressed. Group preparation, presentation or discussion, questions and reflection Groups complete the following assignment for meeting 2B: Describe the Corporate Story that the organization currently is telling. (In the Skills Learning Line of Block C you may have to create a Corporate Story that the organization could tell, to attract the desired target audience; there are likely to be differences between the described current Corporate Story and the created desired Corporate Story.) Explain your conclusions Group preparation, presentation or discussion, questions and reflection Groups complete the following assignment for meeting 3B: Analyze the structure of this organization and conclude which Structural Configuration according to Mintzberg is valid Study the PowerPoint of this week, your notes plus: Riel Ch 3 Creating Identity and Identification Riel Ch 4 Measuring Corporate Identity Riel Ch 5 Communicating with the Corporate Brand

Weekly schedule 1A

Corporate Identity Mix

1B

2A

Corporate Storytelling

Riel Ch 6 Developing a Reputation Platform Fill Ch 15 Content: credibility, messages and creative approaches (p376-398, see Sharepoint)

2B

3A

Organizational Structures

Mintzberg Ch6 Deriving Configurations Mintzberg Ch7 The Entrepreneurial Organization Mintzberg Ch8 The

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!! ! 1 The website is the most important tool in the Corporate Identity Mix; analyze at least the website. Find communication and symbols by analyzing verbal and visual communication that is: make a semiotic analysis as learned in a previous block and conclude what starting points and personality are expressed. Also analyze how the organization behaves as a whole: does it focus on shareholders value, CSR, etc., what starting points and personality does this behavior express?
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here. Explain your conclusions

Machine Organization Mintzberg Ch9 The Diversified Organization Mintzberg Ch10 The Professional Organization Mintzberg Ch11 The Innovative Organization Mintzberg Ch12 Ideology and the Missionary Organization Mintzberg Ch13 Politics and the Political Organization

3B

4A

Organization Culture

Group preparation, presentation or discussion, questions and reflection Groups complete the following assignment for meeting 4B: Analyze the Corporate Identity Mix of this organization and characterize the organization according to Trompenaars Seven Value Dimensions. Which of Trompenaars four extreme stereotypes of corporate culture fit best to this organization? Explain your conclusions

Trompenaars Ch 2 The organizational meaning: introducing value dimensions Trompenaars 3 Further value dimensions Trompenaars 4 Corporate culture www.cultureforbusiness. com http://www.itapintl.com/f acultyandresources/artic lelibrarymain/the-useand-misuse-ofquestionnaires-inintercultural-training.html http://www.chairt.com/co mpared.htmls

4B

5A

Finding trends & issues

5B

6A

SWOT

Group preparation, presentation or discussion, questions and reflection Groups complete the following assignment for meeting 5B: Find and briefly describe some trends & issues that are relevant for the organization. Explain how you found these trends & issues. Group preparation, presentation or discussion, questions and reflection Groups complete the following assignment for meeting 6B: Describe opportunities & threats for the organization, based on the trends & issues that you have found.

http://trendwatching.com /

http://www.mindtools.co m/pages/article/newSTR _89.htm

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6B

7A

Prioritize stakeholders Segmenting target audience Communicati on objectives Briefing Creative concept Selecting media

7B

Explain your conclusions Analyze your preceding weekly assignments and conclude what could be the organizations strengths & weakness in the eyes of the target audience and its segments. (That is: what is attractive about its structure, culture, etc.) Construct a SWOT-matrix Construct a confrontation matrix based on the SWOTmatrix. Group preparation, presentation or discussion, questions and reflection Groups complete the following assignment for meeting 7B: Prioritize the stakeholders of this organization. Conclude which stakeholders should now be targeted with a corporate story. Segment target audiences. Find unique elements of the organization, based on your confrontation matrix; these unique elements are important building blocks for the desired corporate story. Construct a matrix which confronts unique elements (or starting points) with media which can be used to influence the target audience; in other words, make a matrix of embedding the corporate story in multiple media. Group preparation, presentation or discussion, questions and reflection

Van Riel 7 Expressing the Company http://www.ejc.net/media _landscape/.

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4.

Assessment and evaluation

Summative assessment final assignment Summarize the weekly-assignments in a briefing for a creative team who will create a cross-media-concept based on your briefing. (In previous blocks you have learned what should be in a briefing, apply that here!) Appendixes to this briefing are the weekly-assignments that you prepared. The title of your document has to consist of your class, team number, student number and name of organization. For example: JIC-D03, team 2, Philips. Weight: 50% of final mark for module The Communicating Organization Minimal passing mark = 5.5 Deadline: Wednesday 26 March 2014 (week 8) before 12.00 (noon) to Sharepoint and Ephorus. Requirements: Osiris registration. Final assignment must be complete, submitted before the deadline and meet the general ICM requirements as stated in the ICM Code of Conduct. Resits: as a group you need to analyse and apply the final assignment to another organisation. Deadline resit: Wednesday 4 June 2014 (week 8 Block D) before 12.00 (noon). Summative assessment exam Exam consists of 30-50 multiple choice questions (see weekly schedule for chapters), no aids are allowed Weight: 50% of final mark for module The Communicating Organization Minimal passing mark = 5.5 Requirements: Osiris registration Resits: If you missed the exam or if you scored lower than 5.5 for your exam then you can try again during the exam-week of the next period. Formative assessments Weekly assignments, presentations and discussions. See weekly schedule.

5.

Study load
Hours 28 (= 7 x 4) 60 (600 pages, 10 pages per hour)2 46 (average 6,5 hours per week) 4 2 140

Activity Class hours Studying literature Making assignments Preparing test Making test TOTAL

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! !!!!!!!!!!!!!!!!!!!!!!!!!!! ! 2 See: http://www.cusu.cam.ac.uk/academic/exams/speedreading.html or http://www.rasmussen.edu/studentlife/online-community/pick-up-the-pace/ 250 words per minute ->15.000 words per hour; 600 words per page -> 25 pages per hour
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6.

Competences

See the study guide, chapter 1.2.3. for the list of competencies. During Module C you will be guided towards developing the following competencies from the ICM competencies-list. 1. Analyzing a problem. The graduate has an insight in communication processes as well as policy and organization processes related to these. He analyses these processes, shapes them and puts them in an organizational context. In addition, he indicates how these processes can be used in the best way by means of communication means within an organization. 2. Carrying out research. As a result of a problem concerning the field of communication and information management , the graduate sets up practical research. The graduate carries out this research, analyses the results and reports about this.

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7.

How the course fits in the greater programme

ICM is built on the pillars Audience, Media, Organization and Effect, all in an International Environment.

Theme ICM year 1 Who Says What In Which Channel To Whom With What Effect (Lasswell) Focus: who says what. Theme Block C Consequently the theme for Block C is the following activity: Promoting the Organization Titles of the blocks Conceptual Learning Line: The communicating organization. Skills Learning Line: Story telling in a cross-media context. Project: Corporate Video Analysis, creation, syntheses The conceptual learning line is focused on analysis; you will learn to analyze the communicating organization by applying theoretical concepts and models of analysis. The skills learning line is focused on creation, you will learn to create a story and tell this by means of a video. The project is focused on synthesis; you will learn to integrate analysis and creation into one project. Entry requirements You are expected to have followed all courses of Blocks A and B.

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