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The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.

Marketing Communications
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Internal Brand Communication

IMC 537

This course is offered in:

M.S. Integrated Marketing Communications

And required in:

PR Leadership Specialization (M.S. IMC) and PR Leadership Graduate Certificate

Top Three Course Takeaways

  1. Prepare for the challenges inherent in leading through change.
  2. Understand how companies should communicate, both internally and externally, before, during and after a crisis.
  3. How the role employee communities can play in building brands through social media.

Course Topics

  • Purpose-Driven Cultures
  • Managing Up: Senior Leadership Responsibility
  • Employee Communications Methods and Practices
  • Enlisting Employees as Brand Champions
  • Story: Strengthening the Organization’s Core
  • Business Continuity Planning
  • Change is Constant: Design the Plan

WORKLOAD:   (8-10 hours per week)

This course explores the role that internal communications can play in a company's integrated marketing communications framework. Students examine internal communication strategies and implementation, the use of consistent messaging, and company-to-employee crisis communication.

Course Learning Outcomes:

  • Identify the characteristics of both effective and ineffective internal brand communications.
  • Explain how companies should communicate internally before, during and after a crisis.
  • Analyze how companies can repair their reputation with their internal stakeholders after a crisis has occurred.
  • Discuss the importance and business aspect of storytelling in internal brand communications.
  • Develop a change management communications proposal for a brand or organization.

View Full IMC Course Listing


Internal Brand Communication Instructors

Forester headshot
Cara Forester Sr. Director, Communications Cardinal Health
cdf00019@mix.wvu.edu Read More
Purvis headshot
Veronica Purvis Executive Director at Journalism Education Association (JEA)
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