LCOMU2310 - Organizations strategies and strategic communication

First part

Strategy: concepts, schools and trends.

Business strategies: choice and balance of the organization, product policy, information system, coherence of objectives, relations with the economic environment.

Internal analysis: resources, balance sheet, product portfolio. External analysis: the customer, the competitors (Value Chain Analysis), the market (Five Forces Model), the environment (PEST).

Second part

Essential notions in the field of strategic communication of organizations. The communication plan. The financial dimension of a communication plan (communication budget, in coordination with the course LCOMU2706 management of communication). Types and areas of strategic communication of organizations, focusing on different types of organization: large corporations and multinationals; SMEs (small and medium-sized enterprises); Non-profit sector and associations; The public sector.