Probeklausur PDF

Preview

Summary

Download Probeklausur PDF

Description

Institut für Kommunikations- und Medienwissenschaft Univ.-Prof. Dr. Ansgar Zerfaß · Dipl.-Kfm., Dr. rer. pol. habil. Telefon: Telefax: E-Mail: Website: Besucheranschrift:

+49-341-97-35040 +49-341-97-35049 [email protected] www.communicationmanagement.de Burgstr. 21, 04109 Leipzig (an der Thomaskirche)

SAMPLE EXAM

Written exam – Lecture „Corporate Communciations“ Master Communication Management, Module 06-005-522 Summer semester 2017 xx. July 20xx, 09.00 – 11.00 hrs Working time: 120 minutes Please note your family name, first name, student ID and e-mail address on the first page of your answer sheet. Exchange students should note their home university, level of study (BA/MA, overall semester) and full home address. Please number all pages consecutively and sign your work on the last page.

Questions Overall points: 100. The allocation of points to questions reflects the weight of each assignment. 1) Research on corporate communications might focus different levels of the overall field of inquiry. Please systematise the most important perspectives, explain which entities are analysed in each case, and name exemplary research questions. (9 P.) 2) Publics and public spheres are important concepts in the theory and practice of corporate communications. a) Define and explain publics as a sphere and area of communication (6 P.) b) Explain how structural aspects of a corporate sphere, an industry sphere and the political sphere will influence corporate communiation activities during a crisis situation. Refer to a car manufacturer who is confrontd with various accidents due to technical failures of airbags in a specific model, and has to communicate with employees, customers and governmental organisations with regulatory power (15 P.) 3) Internal communication is usually regarded as a key area of corporate communications. a) Use appropriate examples to describe how the key economic questions of calculation and control show up within organisations and when dealing with employees (10 P.)

2

b) Explain the concept of Internal Communication in the Theory of Corporate Communciations by Zerfass. Elaborate on the necessity, objectives and starting points to integrate interests and coordinate action in this context. (30 P.) 4) A recent article in McKinseyQuarterly titled „Rebuilding corporate reputations“ highlighted current challenges for corporate communications. The authors underline the relevance of reputational risks when stating: „As governments respond to the financial crisis and its reverberations in the real economy, a company’s reputation has begun to matter more now than it has in decades. (…) As a result, what formerly were operational risks resulting from failed or inadequate processes, people, or systems now often manifest themselves as reputational risks whose costs far exceed those of the original missteps. In banking, for example, data privacy has become a reputational issue. In pharmaceutical clinical trials, Merck’s experience with Vioxx showed that anything less than full transparency can lead to disaster. And as risk-management problems in the financial sector have generated astronomical losses that taxpayers are helping bear, it’s little wonder that the reputational fallout has been enormous.” Please refer to the academic debate about creating value through communications and discuss, whether and how communication management is able to influence reputational risks, and how this might create corporat value. (20 P.) 5) Many theories of Integrated (Marketing) Communications propagate a consistency of all corporate communication activities and messages. This has been questioned by Christensen und Cornelissen (2013, p. 62): „Although clarity and consistency may be essential dimensions of contemporary communication ideals, such communication does not necessarily guarantee the type of agreement, commitment and an esprit-decorps presupposed by corporate communication“. How is it possible to substantiate this statement? (10 P.)...