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Academy Documents

Please access the Students' Policies & Forms through this link. The following documents are all available at the link - Student Handbook, Student Code of Conduct,  Students' Privacy Notice, Deferral, Suspension, and Cancellation Policy, Assignment Extension Policy, Re-Sit Policy, Complaints Procedure Policy, Equality Policy, and Student Disciplinary Policy.

Sessions' Venue

All sessions will be held at 21 Academy's Training Centre in Naxxar

21 Business Centre, No. 20., Triq in-Nutar Debono, Naxxar NXR 2525

Tuesday sessions 17:30 - 20:30hrs

Thursday sessions 09:30 - 12:30hrs (compulsory signature)

Saturday sessions 09:00hrs - 17:00hrs

Lecture Schedule & Notes

Lecture notes will be available during the week following the respective lecture. Schedule dates are indicative and may change. All changes, if any, may be communicated via email, SMS or telephone calls.

LecturePresentation 05Presentation 08DateTimePresentationNotes (If Any)
Lecture 0117 August 202409:00 to 17:00hrsPresentation 01
Lecture 0220 August 202417:30 to 20:30hrsPresentation 02
Lecture 0324 August 202409:00 to 17:00hrsPresentation 03
Lecture 0427 August 202417:30 to 20:30hrsPresentation 04
Lecture 0531 August 202409:00 to 17:00hrsPresentation 05
Lecture 0603 September 202417:30 to 20:30hrsPresentation 06
Lecture 0707 September 202409:00 to 17:00hrsPresentation 07
Tutiorial 01 + Self-Assessment10 September 202417:30 to 20:30hrsTutorial 01 - Presentation
Tutiorial 0214 September 202409:00 to 12:00hrsTutorial 02 - Presentation
Group Presentations17 September 202417:30 to 20:30hrs

Lecturer/s  

Mr Pierre Portelli

Lecture Summaries & Suggested Reading 

Lecture 1 - Introduction to Digital Corporate Communications

  • Self Assessment sitting 1

 

This introductory lecture covers the basics of corporate communications, its significance in strategic business contexts, the communications theories related to the corporate world and an overview of the syllabus. Students will learn how to plan and execute a LinkedIn Ad campaign.

Learning outcomes:

Understand the theories of corporate marketing communications and corporate digital responsibility.

Write corporate posts on LinkedIn and engage with the right audience.

Demonstrate an understanding of the following:

  • Content Management Systems (CMS)
  • Intranet Solutions
  • Employee Communication Apps
  • Media Monitoring Tools
  • Crisis Communication Software
  • Communications Alignment

 

Core Reading List

  • Troise, C., & Camilleri, M. A. (2021). The use of digital media for marketing, CSR communication and stakeholder engagement. In Strategic corporate communication in the digital age. Emerald Publishing Limited.
  • Cornelissen, J. P. (2020). Corporate communication: A guide to theory and practice. Corporate Communication, 1-336.
  • Wiencierz, C., & Röttger, U. (2017). The use of big data in corporate communication. Corporate communications: An international journal, 22(3), 258-272.

Supplementary Reading List

  • Utz, S., & Breuer, J. (2019). The relationship between networking, LinkedIn use, and retrieving informational benefits. Cyberpsychology, Behaviour, and Social Networking, 22(3), 180-185.
  • Kim, R. C. (2022). Rethinking corporate social responsibility under contemporary capitalism: Five ways to reinvent CSR. Business Ethics, the Environment & Responsibility, 31(2), 346-362.
  • Guo, S., Wang, C. L., Hwang, S., Jin, F., & Zhou, L. (2022). Doing bad by doing good? Corporate social responsibility fails when controversy arises. Industrial Marketing Management, 106, 1-13.

 

Lecture 2 - Audience and Message Conveyance

Identifying and understanding target audiences, customer segmentation and profiling. How to create a target audience for business networking campaigns. Tailored communication strategies for different audiences and developed messages that resonated with specific audience segments.

Learning Outcomes:

  • Ability to create target audiences for business networking campaigns
  • Understand how to tailor communication strategies to different audience segments

 

Core Reading List

  • Troise, C., & Camilleri, M. A. (2021). The use of digital media for marketing, CSR communication and stakeholder engagement. In Strategic corporate communication in the digital age. Emerald Publishing Limited.
  • Cornelissen, J. P. (2020). Corporate communication: A guide to theory and practice. Corporate Communication, 1-336.
  • Wiencierz, C., & Röttger, U. (2017). The use of big data in corporate communication. Corporate communications: An international journal, 22(3), 258-272.

Supplementary Reading List

  • Utz, S., & Breuer, J. (2019). The relationship between networking, LinkedIn use, and retrieving informational benefits. Cyberpsychology, Behaviour, and Social Networking, 22(3), 180-185.
  • Kim, R. C. (2022). Rethinking corporate social responsibility under contemporary capitalism: Five ways to reinvent CSR. Business Ethics, the Environment & Responsibility, 31(2), 346-362.
  • Guo, S., Wang, C. L., Hwang, S., Jin, F., & Zhou, L. (2022). Doing bad by doing good? Corporate social responsibility fails when controversy arises. Industrial Marketing Management, 106, 1-13.

 

Lecture 3 - Strategic Planning Tools

How to use strategic planning tools such as SWOT and PESTLE and how such tools are essential to inform communication strategies when combined with digital tools. How to establish KPIs for corporate communication in the digital environment and how to be strategic when planning their corporate communication.

Learning Outcomes:

  • Apply corporate business techniques in sync with other digital marketing platforms to create a comprehensive campaign on all fronts.

 

Core Reading List

  • Troise, C., & Camilleri, M. A. (2021). The use of digital media for marketing, CSR communication and stakeholder engagement. In Strategic corporate communication in the digital age. Emerald Publishing Limited.
  • Cornelissen, J. P. (2020). Corporate communication: A guide to theory and practice. Corporate Communication, 1-336.
  • Wiencierz, C., & Röttger, U. (2017). The use of big data in corporate communication. Corporate communications: An international journal, 22(3), 258-272.

Supplementary Reading List

  • Utz, S., & Breuer, J. (2019). The relationship between networking, LinkedIn use, and retrieving informational benefits. Cyberpsychology, Behaviour, and Social Networking, 22(3), 180-185.
  • Kim, R. C. (2022). Rethinking corporate social responsibility under contemporary capitalism: Five ways to reinvent CSR. Business Ethics, the Environment & Responsibility, 31(2), 346-362.
  • Guo, S., Wang, C. L., Hwang, S., Jin, F., & Zhou, L. (2022). Doing bad by doing good? Corporate social responsibility fails when controversy arises. Industrial Marketing Management, 106, 1-13.

 

Lecture 4 - CRM and Corporate Communications

An introduction to CRM (Customer Relationship Management) with an overview of CRM platforms (e.g., Microsoft Dynamics). The strengths and weaknesses of CRM platforms and how these are applied in corporate communication using digital tools.

Learning Outcomes:

  • Understand the fundamental concepts of CRM and corporate communications
  • Recognise the strategic importance of communication in business

 

Core Reading List

  • Troise, C., & Camilleri, M. A. (2021). The use of digital media for marketing, CSR communication and stakeholder engagement. In Strategic corporate communication in the digital age. Emerald Publishing Limited.
  • Cornelissen, J. P. (2020). Corporate communication: A guide to theory and practice. Corporate Communication, 1-336.
  • Wiencierz, C., & Röttger, U. (2017). The use of big data in corporate communication. Corporate communications: An international journal, 22(3), 258-272.

Supplementary Reading List

  • Utz, S., & Breuer, J. (2019). The relationship between networking, LinkedIn use, and retrieving informational benefits. Cyberpsychology, Behaviour, and Social Networking, 22(3), 180-185.
  • Kim, R. C. (2022). Rethinking corporate social responsibility under contemporary capitalism: Five ways to reinvent CSR. Business Ethics, the Environment & Responsibility, 31(2), 346-362.
  • Guo, S., Wang, C. L., Hwang, S., Jin, F., & Zhou, L. (2022). Doing bad by doing good? Corporate social responsibility fails when controversy arises. Industrial Marketing Management, 106, 1-13.

 

Lecture 5 - Email Campaigns and Content Creation

Creating engaging email content and designing email campaigns using MailChimp. Campaign planning and audience segmentation. Best practices for email marketing, personalisation and automation. A/B testing and performance analysis

Learning Outcomes:

  • Design and execute email campaigns using MailChimp
  • Write effective content for email campaigns

 

Core Reading List

  • Troise, C., & Camilleri, M. A. (2021). The use of digital media for marketing, CSR communication and stakeholder engagement. In Strategic corporate communication in the digital age. Emerald Publishing Limited.
  • Cornelissen, J. P. (2020). Corporate communication: A guide to theory and practice. Corporate Communication, 1-336.
  • Wiencierz, C., & Röttger, U. (2017). The use of big data in corporate communication. Corporate communications: An international journal, 22(3), 258-272.

Supplementary Reading List

  • Utz, S., & Breuer, J. (2019). The relationship between networking, LinkedIn use, and retrieving informational benefits. Cyberpsychology, Behaviour, and Social Networking, 22(3), 180-185.
  • Kim, R. C. (2022). Rethinking corporate social responsibility under contemporary capitalism: Five ways to reinvent CSR. Business Ethics, the Environment & Responsibility, 31(2), 346-362.
  • Guo, S., Wang, C. L., Hwang, S., Jin, F., & Zhou, L. (2022). Doing bad by doing good? Corporate social responsibility fails when controversy arises. Industrial Marketing Management, 106, 1-13.

 

Lecture 6 - Corporate Social Responsibility (CSR) and Digital Marketing

Definition and importance in the modern corporate landscape through theories and models of CSR.

Communicating CSR initiatives to various stakeholders by utilising digital platforms for CSR marketing.

Impact of CSR on corporate reputation and brand image. Measuring the effectiveness of CSR activities.

Learning Outcomes:

  • Understand the concept and importance of CSR in business
  • Develop and implement effective CSR communication strategies
  • Evaluate the impact of CSR initiatives on corporate reputation and brand image

 

Core Reading List

  • Troise, C., & Camilleri, M. A. (2021). The use of digital media for marketing, CSR communication and stakeholder engagement. In Strategic corporate communication in the digital age. Emerald Publishing Limited.
  • Cornelissen, J. P. (2020). Corporate communication: A guide to theory and practice. Corporate Communication, 1-336.
  • Wiencierz, C., & Röttger, U. (2017). The use of big data in corporate communication. Corporate communications: An international journal, 22(3), 258-272.

Supplementary Reading List

  • Utz, S., & Breuer, J. (2019). The relationship between networking, LinkedIn use, and retrieving informational benefits. Cyberpsychology, Behaviour, and Social Networking, 22(3), 180-185.
  • Kim, R. C. (2022). Rethinking corporate social responsibility under contemporary capitalism: Five ways to reinvent CSR. Business Ethics, the Environment & Responsibility, 31(2), 346-362.
  • Guo, S., Wang, C. L., Hwang, S., Jin, F., & Zhou, L. (2022). Doing bad by doing good? Corporate social responsibility fails when controversy arises. Industrial Marketing Management, 106, 1-13.

 

Lecture 7 - Integrating Corporate Communication Strategies with Digital Marketing

Evaluating the effectiveness of communication strategies by using digital metric tools. Methods to assess communication impact on corporate objectives and how to integrate digital marketing strategies into broader corporate strategies by aligning communication plans with business goals. Continuous improvement based on feedback and data analysis

Learning Outcomes:

  • Evaluate communication strategies against corporate objectives
  • Integrate communication strategies into overall business plans through digital marketing tools

 

Core Reading List

  • Troise, C., & Camilleri, M. A. (2021). The use of digital media for marketing, CSR communication and stakeholder engagement. In Strategic corporate communication in the digital age. Emerald Publishing Limited.
  • Cornelissen, J. P. (2020). Corporate communication: A guide to theory and practice. Corporate Communication, 1-336.
  • Wiencierz, C., & Röttger, U. (2017). The use of big data in corporate communication. Corporate communications: An international journal, 22(3), 258-272.

Supplementary Reading List

  • Utz, S., & Breuer, J. (2019). The relationship between networking, LinkedIn use, and retrieving informational benefits. Cyberpsychology, Behaviour, and Social Networking, 22(3), 180-185.
  • Kim, R. C. (2022). Rethinking corporate social responsibility under contemporary capitalism: Five ways to reinvent CSR. Business Ethics, the Environment & Responsibility, 31(2), 346-362.
  • Guo, S., Wang, C. L., Hwang, S., Jin, F., & Zhou, L. (2022). Doing bad by doing good? Corporate social responsibility fails when controversy arises. Industrial Marketing Management, 106, 1-13.

 

Lecture 8 - Tutorial Session 01

  • Self Assessment sitting 2
  • Tutorial Quiz
  • Case Study: How Patagonia's CSR activities are communicated through their annual sustainability reports and social media

 

Core Reading List

 

Supplementary Reading List

 

 

Lecture 9 -  Tutorial Session 02

  • Tutorial Quiz
  • Case Study: Examination of how customer feedback on social media platforms shapes Microsoft’s product announcements

 

Core Reading List

 

Supplementary Reading List

 

Lecture 10 - Tutorial Session 03

During this session students will:

  • Receive the scored self-assessment
  • Deliver the group presentations and answer to questions from both students and tutor
  • Go through the last assignment issues, if any.

 

Methods of Assessment

Self Assessment 15% of the final score: Students will be expected to sit for a multiple choice test during the module's first lecture on 17 August 2024. Students will be handed out the test sheet and their answers during session 8 on the 10 September 2024 and will be asked to correct their own submission.

Group Presentation 20% of final score

Reflective Notes 10% of final score

1 Assignment 55% of final score

Assignment

You have to choose one of the 3 questions that are available in the Assignment Submission form below. The assignment should be submitted no later than Thursday 26 September 2024. The assignment has to be submitted together with the Assignment Submission Form through 21 Academy's plagiarism software, Turnitin. Please indicate the questions which you have addressed in the Assignment Submission form and upload assignments in pdf format. Do not scan assignment but convert/save it directly to pdf. We ask you to keep the similarity percentage very low and definitely below 20%. You should  review and rephrase any assignments which show more than 20% similarity. Any assignments submitted with more than 20% similarity will not be scored and will be considered as failed.

Download your assignment submission form:

October 2023 Intake - Download Assignment Submission Form

January 2024 Intake - Download Assignment Submission Form

February 2024 Intake - Download Assignment Submission Form

April 2024 Intake - Download Assignment Submission Form

May 2024 Intake - Download Assignment Submission Form

July 2024 Intake - Download Assignment Submission Form

August 2024 - Intake - Download Assignment Submission Form

If you need information on how to plan, draft and submit your assignment, follow the 21 Academy presentation on Writing and Submitting your Assignment.

We are also making the 21 Academy's Assignments Rubric available for your guidance. This is a performance-based assessment tool. Tutors will use the rubric to assist them in allocating scoring while also allowing students to understand what is required in the assignment and how it will be graded. The Harvard Referencing Style should be used.

 

Group Presentation

You will be asked to design and deliver a group presentation. This will be the same group you worked with in-class. The presentation should be  delivered in 20 minutes and each member of the group should deliver part of the presentation . The presentation will be delivered on Tuesday 17 September 2024 between 17.30 and 20.30hrs.

This Presentation Rubric is being made available for your guidance. This is a performance-based assessment tool. Tutors will use the rubric to assist them in allocating scoring, while it also allows students to understand what is required in the presentation and how your presentation will be graded.

The presentation should be submitted in pdf format together with the Presentation Submission Form through Turnitin by not later than Monday 16 September, 2024 at 23.59hrs. Do not scan the presentation but convert/save it directly to pdf.

Note that the submitted presentations will be scanned for plagiarism.

Download your presentation submission form:

October 2023 Intake - Download Presentation Submission Form

January 2024 Intake - Download Presentation Submission Form

February 2024 Intake - Download Presentation Submission Form

April 2024 Intake - Download Presentation Submission Form

May 2024 Intake - Download Presentation Submission Form

July 2024 Intake - Download Presentation Submission Form

August 2024 Intake - Download Presentation Submission Form

Reflective Notes

Each student should submit Reflective Notes about their experience during the preparatory phase of the Group Presentation. From here, you can download 21 Academy's Reflective Notes template in Word Format or pdf format. The Reflective Notes have to be submitted to the academy through Turnitin no later than Monday 16 September, 2024 at 23.59hrs.

If you need information on how to write and keep your reflective notes for your involvement in the group work to prepare the presentation, please refer to Induction Presentation 04.