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Année académique : 2021-2022
Département : Sciences économiques et de gestion
Domaine d'étude : Sciences économiques et de gestion
Cursus : Relations publiques
Volume horaire : 45 périodes
Nombre de crédits : 3
Implantation(s) : Hazinelle
Quadrimestre(s) : Q1
Niveau du cadre francophone de certification : 6

Intitulé U.E. : Internal communication and corporate identity Code U.E. : R204A
Pondération : 60 pts Cycle : 1 Obligatoire : oui Bloc : Bloc 2 Langue d'enseignement : English

Activités d'apprentissage composant l'UE :

Titre : Titulaire(s) de l'AA : Nombre d'heures :
Internal communication and corporate identityCASTIAUX Matthieu, 45

Coordonnées du responsable de l'UE :

CASTIAUX Matthieu (Matthieu.CASTIAUX@hel.be) 

Coordonnées des intervenants de l'UE :

CASTIAUX Matthieu (Matthieu.CASTIAUX@hel.be),

Prérequis :

Corequis :
Compétences visées

Analyser les données utiles à la réalisation de sa mission dans une démarche systémique.

- Assurer la cohérence de l’ « image d’entreprise ».
- Évaluer l’impact de toute action de communication.
- Identifier les carences de communication de l’entreprise, proposer les moyens d’y remédier et impulser les améliorations.

Communiquer : écouter, informer, conseiller les acteurs, tant en interne qu’en externe.

- Dans un environnement pluriculturel et multilingue : Structurer sa pensée et s’exprimer avec pertinence, par écrit et oralement, dans un langage adapté aux différents interlocuteurs.

Mobiliser les savoirs et savoir-faire propres aux relations publiques.

- Définir sa mission en adéquation avec les enjeux et stratégies de l’organisation.
- Utiliser et optimiser les techniques et outils de communication | en suivre les évolutions.

S’insérer dans son milieu professionnel et s’adapter à son évolution.

- Collaborer à la résolution de projets et problèmes complexes avec méthode, rigueur, proactivité et créativité.
Description du contenu des activités d'apprentissage (AA) :

1 : Internal communication and corporate identity

The main objectives of this course are:

  • Define, evaluate and be able to use internal communication tools in a communication strategy.
  • Create and write the contents of a new communication tool for the HEL Mobility department.

To get there, the following contents will be discussed: Knowledge of internal communication and corporate culture: vertical and horizontal communication, internal communication issues, problems encountered in internal communication, tools used and development of tools, limit of validity of the culture, cultural management, ...
Those issues will also be discussed: well-being workplaces and the management of digital natives.

All the elements will be illustrated with concrete examples.
Description des méthodes d'enseignement :

1 : Internal communication and corporate identity

The course will articulate theory and practice through examples. The objective is to use the tools and concepts discussed during the course to optimize the internal communication of concrete cases. In class, students will discuss in small groups and propose a communication strategy or communication tools regarding a concrete situation.
Modalités et critères d'évaluation :

1 : Internal communication and corporate identity

The teacher offers the students the possibility to prepare an individual presentation based on an actual communication action of his/her choice. It implies some research and some analysis work which should directly be connected to the theory and concepts as seen in class. This presentation is NOT mandatory and there will be no penalty if a student chooses not present it. His final mark will then be that of the oral examination.

Should the student choose to present his/her work and obtain a mark of 14/20 or more for the presentation, the student will be exempted from the oral examination taking place in January 2022. Should the student however obtain a mark of 12 or 13/20, the student will still be required to take the oral examination but to take his presentatin into consideration an addtional TWO points will be added to the final grade obtained for the oral exam. Should the student obtain 10 or 11/20 for the presentation, there will be ONE additional point added to the final grade of the oral examination.
Pondération A.A. :

1 : Internal communication and corporate identity

Should the student choose to present his/her work and obtain a mark of 14/20 or more for the presentation, the student will be exempted from the oral examination taking place in January 2022. Should the student however obtain a mark of 12 or 13/20, the student will still be required to take the oral examination but to take his presentatin into consideration an addtional TWO points will be added to the final grade obtained for the oral exam. Should the student obtain 10 or 11/20 for the presentation, there will be ONE additional point added to the final grade of the oral examination.

In case the student fails the oral examination of January, he/she will be required to take another oral examination in the second examination session, yet no other possibility of a presentation: there will only be an oral examination.
Dispositions spéciales COVID-19 :

1 : Internal communication and corporate identity
Dispositions spéciales COVID-19 (session août/septembre 2020) :

1 : Internal communication and corporate identity
Sources, références et supports éventuels :

1 : Internal communication and corporate identity

B. Arnaud et S. Caruso-Cahn, La boîte à outils de l’intelligence collective, Dunod, 2016 (consultable au local 300)

E. Cobut, La communication interne, Edipro, 2015 (consultable au local 300)

O. Devillard et D. Rey, Culture d’entreprise, un actif stratégique, Dunod, 2008

Magazine « Management », Le guide du bien-être au travail, hors-série de mars 2018 (disponible au local 300)

Magazine Télé Moustique et le Vif sur le télétravail (septembre 2020 et mars 2020)

Magazine Le Vif, dossier "Retour au travail", septembre 2021

 

Other books and publications on internal communication can be consulted in room 300.
Autres informations (AA) :

1 : Internal communication and corporate identity

Instructions regarding the oral presentation:

 

1) Choose an internal communication action which was introduced within the last three years in a company/organisation (with starting point any article on the matter, an interview from the communication manager, a personal experience, ...)

2) Do some research on the company (its culture, the communication tools used, challenges faced by the CM) - Find at least 3 different sources for obtaining information on the company (press release, website, interview, etc.)

3) Do some research on the action itself/on the communication tool: originality, efficiency, pros & cons, budget & human resources needed to put that in motion) - via books, the ABCI website, press articles/releases etc. - find at least 2 different sources

4) Define the pursued goals of the company for that communication action: what challenge was/is the company experiencing and how will that action solve/help solve some of the issues the company is facing?

5) Outcome/appraisal of that action: was the goal achieved ? Did it need readjustment ? Could it have been improved ? How did the company measure the success rate of that action ?

 

Form of the presentation:

1) 10 min individual presentation

2) Some material has to be used (powerpoint, etc.)

the various sources need to be presented as the presentation progresses and the concepts will be smoothly articulated around the presentation and its content
Pondération U.E. :

Should the student choose to present his/her work and obtain a mark of 14/20 or more for the presentation, the student will be exempted from the oral examination taking place in January 2022. Should the student however obtain a mark of 12 or 13/20, the student will still be required to take the oral examination but to take his presentatin into consideration an addtional TWO points will be added to the final grade obtained for the oral exam. Should the student obtain 10 or 11/20 for the presentation, there will be ONE additional point added to the final grade of the oral examination.

In case the student fails the oral examination of January, he/she will be required to take another oral examination in the second examination session, yet no other possibility of a presentation: there will only be an oral examination.
Pour les unités optionnelles de langues de du département économique, veuillez vous référer à la fiche de langue correspondante (en cours obligatoire).
Toute modification éventuelle de cette fiche en cours d’année ne peut se faire qu’exceptionnellement et avec l’accord de la direction départementale conformément à l’article 77 du décret du 7/11/2013 (force majeure touchant les enseignants responsables).