QUESTION 1

Chapter 1 Defining Corporate Communication (50 POINTS)

Write a text of around 200 words and answer the following questions. You will be given a maximum of 10 MARKS for your use of language, e.g. grammar, vocabulary, spelling etc., in addition to the points detailed below.

1A) Use your own words to provide a definition of corporate communication. (20 MARKS)

1B) According the to the course textbook (Table 1.1), there are multiple key concepts in corporate communication: mission, vision, corporate objectives, strategy, corporate identity, corporate image, corporate reputation, stakeholder, market, communication, integration. Read the following examples, identify the term that suits each example, define that term, and briefly explain its importance. (20 MARKS)

Example 1 (British Airways): 'British Airways aims to communicate its brand values of service, quality, innovation, cosmopolitanism and Britishness through all its communications in a consistent and effective manner.' Example 2 (Etihad Airways): 'To be the best airline in the world, connecting the globe via Abu Dhabi. The airline seeks to reflect its values of Arabian hospitality and warmth- as well as enhance the reputation of Abu Dhabi as world class business and leisure destination.'