Part 1

Objective

This assignment is aims to assess students’ comprehension of the roles and functions of corporate communication, as well as analyse the impacts of technology on corporate communication in maintaining a positive corporate brand image and reputation for an organisation

Requirements

The essence of identity, image, and reputation holds paramount significance within any organisational corporate communication framework. The surge in novel digital communication technologies has played a pivotal role in prompting a heightened awareness among organisations regarding the significance and necessity of fostering robust corporate communication. Consequently, enterprises are aligning their budget allocations and internal structures with these imperatives

Based on the above statement, prepare the following:

1. Search THREE research articles/journal articles/references related to Corporate Communication and Technology in our Digital Library at http://library.oum.edu.my/oumlib. Read the articles/references and, in your own words:

• Defines and summarises the meanings of Corporate Communication; AND
• Discuss the impacts of technology on corporate communication functions and roles. Each point discussed must be supported by these three journal articles/references.

2. Choose TWO private universities available in Malaysia. Based on the selected private universities:

• Provide the background of the private universities and their stakeholders.
• Analyse how these TWO private universities use corporate communication to develop their positive corporate brand image and reputation. Provide real examples related to the organisations.
• Compare the corporate communication strategies applied by both private universities to develop their corporate brand image and reputation with Open University Malaysia (OUM).
• To what extent do all these THREE private universities apply the strategies successfully and maximise the new technologies in developing their corporate brand image and reputation? Justify your answers with actual examples.
• Which strategy do you think is most effective? Why?

3. If you were given an opportunity to work with these private universities, suggest how you would help them develop or enhance their brand image and reputation among their stakeholders.

   
Part II

Online Class Engagement

Discuss the following topic(s) in the forum and submit proof of your participation in the online discussions:

Discuss the following questions in the forum and submit proof of your participation in the online discussions:

1. Compare between Corporate Communication and Public Relations. Provide real examples to support your points.
2. Give an example of unethical PR. Attach the link as a reference.
3. Which of the five principles of media relations are the most critical, and why?
4. Identify a corporate advertising campaign that you like. Attach the link as a reference and answer the following questions:
   
   A. Why do you like the campaign?
   B.Who are the main targets of the campaign?
   C.Do you think it is an effective advertising campaign? Explain.
   D.What can be improved? Give examples.