FSS:PERb1112 Organizational communication

PERb1112 Organizational Communication and Employer Branding

Faculty of Social Studies
Autumn 2025

Extent and Intensity

1/1/0. 5 credit(s). Type of Completion: zk (examination).
In-person direct teaching

Teacher(s)

Guaranteed by

Mgr. Iveta Zelenková, Ph.D.
Department of Social Policy and Social Work – Faculty of Social Studies
Supplier department: Department of Social Policy and Social Work – Faculty of Social Studies

Timetable

Mon 14:00–15:40 P22

Prerequisites (in Czech)

TYP_STUDIA(B)

Course Enrolment Limitations

The course is only offered to the students of the study fields the course is directly associated with.

fields of study / plans the course is directly associated with

there are 6 fields of study the course is directly associated with, display

Course objectives

The aim of the course Organizational Communication and Employer Branding is to provide students with a deeper understanding and practical skills in the effective management of communication within an organization and the establishment of a strong employer brand. Students will have the opportunity to examine key aspects, strategies, and modern trends associated with organizational communication and personnel marketing including the ethical issues and dilemmas associated with these areas. The primary objective of the course is to equip students with the knowledge necessary to comprehend the significance of high-quality internal and external communication within an organization. This includes the ability to analyze various communication channels and select the most effective ones in different contexts and situations. Students will also explore modern tools and technologies that support effective communication in organizations and will address issues relating to ethics and accountability in this area. Another key objective is to familiarize students with the principles and practices associated with employer branding. This encompasses understanding how to create and maintain a positive employer image, effectively communicate corporate values and culture, and attract and retain talented employees. Students will have the opportunity to examine various approaches to personnel marketing and building a strong employer brand. The overall goal of the course is, therefore, to equip students not only with theoretical knowledge but also with practical skills that they can apply in a real corporate environment. The aim is to create competent professionals capable of efficiently managing communication within an organization and contributing to the development of a positive employer image.

Learning outcomes

Students will be able to:
Define and apply principles of effective communication;
Understand classical and modern theories and their practical application;
Identify communication needs and create communication strategies;
Utilize effective methods and modern communication tools;
Evaluate the impact of globalization on communication, manage communication in diverse environments, and understand technological trends;
Communicate effectively in every phase of the managerial cycle;
Assess the importance of internal communication and manage socialization;
Create a positive employee experience through communication;
Effectively communicate in teams and during work meetings;
Communicate effectively in conflict management and addressing inappropriate workplace behavior;
Plan and implement crisis communication;
Restore trust and reputation after a crisis;
Utilize communication during changes and garner support for innovation;
Create an environment for knowledge sharing and use communication strategies for knowledge transfer;
Promote corporate culture through personnel marketing;
Build a strong employer brand with a focus on ethics;
Targetedly communicate with external stakeholders and understand the importance of PR for the organization's image;
Use methods and tools to assess the effectiveness of communication strategies;
Update strategies based on results measurement.

Syllabus

1) Fundamentals of Organizational Communication: Definition of organizational communication, Historical development of organizational communication, Basic principles of effective communication in an organization, Communication planning, Encoding and decoding of information, Feedback and its significance.
2) Theories of Organizational Communication: Classical theories of organizational communication, Modern approaches and models, Significance of theoretical frameworks for practical application.
3) Strategies, Methods, and Tools of Organizational Communication: Identification and analysis of communication needs and goals, Development of communication strategy in an organization, Specific communication methods and their advantages/disadvantages, Utilization of modern tools and technologies in communication. 4) Globalization, Diversity, and Technology in Organizational Communication: Influence of globalization on organizational communication, Managing communication in a diversified work environment, Technological trends and their role in communication.
5)Communication and the Managerial Work Cycle: Role of communication in each phase of the managerial work cycle, Communication as a tool for analysis, decision-making, planning, organizing, coordinating, managing, motivating, monitoring, and controlling, Effective communication in change and crisis situations. 6) Internal Communication, Socialization, and Employee Experience: Importance of internal communication for organizational culture, Socialization process for new employees, Motivation and creating a positive employee experience through communication.
7) Communication within Groups, Teams, and Work Meetings: Effective communication in workgroups, Team communication and its impact on performance, Organization and leadership of productive work meetings.
8) Communication in Conflict Management and Addressing Inappropriate Workplace Behavior: Identification and analysis of conflicts in the work environment, Communication strategies for conflict resolution Prevention of inappropriate behavior and ethical standards.
9) Crisis Communication: Preparation and planning for crisis communication, Rapid response and communication in crisis situations Rebuilding trust and reputation after a crisis.
10) Communication Strategies for Change and Innovation Support: Communication during organizational changes, Fostering an innovative culture through communication, Gaining support for changes through communication.
11) Communication Strategies for Knowledge Sharing: Creating an environment for knowledge sharing, Communication strategies for effective knowledge transfer, Supporting collaboration and learning through communication.
12) Personal Marketing and Employer Brand: Promotion of corporate culture and values through employer branding, Building and maintaining a strong employer brand, Importance of a positive employer image for talent recruitment, Ethical standards and responsibility in spreading a positive organizational image.
13) External Communication and Public Relations: Targeted external communication and public relations, Significance of effective PR for the organization's image, Communication with external stakeholders and partners.
14) Measuring the Effectiveness and Efficiency of Communication Strategies: Methods and tools for evaluating the effectiveness of communication strategies, Monitoring key performance indicators (KPIs), Evaluation and updating of communication strategies based on measurement results.

Literature

required literature

MUMBY, Dennis K., and Timothy R. KUHN. Organizational Communication: A Critical Introduction. 2nd edition. Los Angeles: Sage, 2018. ISBN 978-1483317069
KRAMER, Michael, and Ryan BISEL. Organizational Communication: A Lifespan Approach. 2nd edition. Oxford University Press, 2020, ISBN 9780190925802
MYSLIVCOVÁ, Světlana; Kateřina MARŠÍKOVÁ; Pavla ŠVERMOVÁ and Vendula MACHÁČKOVÁ. Personální marketing a budování značky zaměstnavatele. 1. vydání. V Liberci: Technická univerzita v Liberci, 2017, 210 stran. ISBN 9788074943829. info

recommended literature

MYSLIVCOVÁ, Světlana. Personální marketing v řízení lidských zdrojů (Personal marketing in management of human resources). 1st ed. Brno: Masarykova univerzita, 2019, 215 pp. ISBN 978-80-210-9356-0. info
BISEL, Ryan S., and Michael W. KRAMER. Cases in Organizational Communication: A Lifespan Approach. Oxford University Press, 2019. ISBN 978-0190925444
LUSSIER, Robert N. and Christopher F. ACHUA. Leadership : theory, application, & skill development. Sixth edition. Australia: Cengage, 2016, xxviii, 49. ISBN 9781285866352. info
TENCH, Ralph, and Stephen WADDINGTON. Exploring Public Relations and Management Communication. 5th edition. Pearson, 2021. ISBN 978-1-292-32174-5

Teaching methods

Lectures, in-class discussions, literature reading, homework assignments, task presentations, role-playing exercises, and case study solutions.

Assessment methods

Individual and group assignments, participation in seminars, final group project, oral exam.

FSS:PERb1112 Organizational communication - Course Information

PERb1112 Organizational Communication and Employer Branding

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