Corporate Communication

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Table of Contents

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Program Details

Chapter 1: The Changing Environment for Business

Case:  Google in China

Chapter 2: Communicating Strategically

Case:   Carsen Container

Chapter 3: An Overview of the Corporate Communication Function

Case:   Sweet Leaf Tea

Chapter 4: Identity, Image, Reputation, and Corporate Advertising

Case:  Jet Blue’ Airways:  Regaining Altitude

Chapter 5: Corporate Responsibility

Case:  Starbuck’s Coffee Company

Chapter 6: Media Relations

Case:  Adolph Coors Company

Chapter 7: Internal Communications

Case:  Westwood Publishing

Chapter 8: Investor Relations

Case:  Steelcase, Inc.

Chapter 9: Government Relations

Case:  Disney’s America Theme Park:  The Third Battle of Bull Run

Chapter 10: Crisis Communication

Case:  Coca-Cola India