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Internal Brand Communication


IMC 637

Internal Brand Communication (IMC 637) addresses the important roles that internal communications and branding play in a company’s successful operation by examining internal communications strategies and implementation, the use of consistent messaging and company-to-employee crisis communication.

Course Learning Outcomes
Upon successful completion of IMC 637, students will be able to: 
  • Identify the many channels companies use when communicating internally.
  • Explain the characteristics of a leader who uses communication effectively.
  • Recognize, identify and prepare for the challenges inherent in leading through change.
  • Discuss effective strategies that can be used by leaders.
  • Explain strategies for executive communications during mergers and acquisitions.
  • Identify the characteristics of both effective and ineffective internal communications.
  • Explain how companies should communicate, both internally and externally, before, during and after a crisis.
  • Analyze how companies can repair their reputations after a crisis has occurred.
  • Discuss the importance and business aspect of storytelling in both internal and external brand communications.
  • Recognize the significance and value of employees as brand ambassadors.
  • Discuss how a company can turn its employees into ambassadors or advocates.
  • Analyze 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

What students say about IMC 637:

“I enrolled in IMC 637 Internal Brand Communication because I thought I may learn about launching an intranet or other communications tools to connect colleagues in an organization. We did, but what impressed me most about this course was applicable leadership skills. Not only in day-to-day applications, but in a crisis as well. A crisis is a ‘not if, but when scenario,’ and this course teaches how to be prepared for the unexpected. This class is unique because it incorporates the teachings of integrated marketing communications, but also prepares students for executive-level decision making and how to work at all levels of an organization. All employees are brand managers regardless of title or position, and marketing communications staff are often charged with leading this effort. IMC 637 provides immediate knowledge and understanding of how to sincerely engage co-workers.” - Adam Cunningham


Veronica Purvis
Profile: Purvis