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Internal Brand Communication

IMC 637

Course testimonial from WVU IMC student, Adam Cunningham:

“I enrolled in IMC 637 Internal Brand Communication because I thought I may learn about launching an intranet or other communications tools to connect colleagues in an organization. We did, but what impressed me most about this course was applicable leadership skills. Not only in day-to-day applications, but in a crisis as well. A crisis is a ‘not if, but when scenario,’ and this course teaches how to be prepared for the unexpected.

This class is unique because it incorporates the teachings of integrated marketing communications, but also prepares students for executive-level decision making and how to work at all levels of an organization. All employees are brand managers regardless of title or position, and marketing communications staff are often charged with leading this effort. IMC 637 provides immediate knowledge and understanding of how to sincerely engage co-workers.”

Course Description

This course addresses the important roles that internal communications and branding play in a company’s successful operation by examining internal communications strategies and implementation, the use of consistent messaging and company-to-employee crisis communication.


Topics in this course may include:
Branding – Inside & Out
Leadership Communications
Employee Communications
Employees as Brand Advocates
Storytelling: The Bond Between Employees & Customers
Crisis Communications
Internal Communication Trends & Social Media
Wrap-up Week

This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subjec t to change without notice.