Бакалавриат
2025/2026
Внутренние коммуникации
Статус:
Курс обязательный (Международная программа «Международные отношения и глобальные исследования»)
Кто читает:
Факультет мировой экономики и мировой политики
Где читается:
Факультет мировой экономики и мировой политики
Когда читается:
3-й курс, 3, 4 модуль
Охват аудитории:
для своего кампуса
Преподаватели:
Реутская Мария Андреевна
Язык:
английский
Кредиты:
3
Контактные часы:
40
Course Syllabus
Abstract
The course introduces students into the problems of corporate culture and the tools of internal communications. It provides students with various practical tools and advises on the establishment and maintenance of corporate culture, rules, and ethics.
Learning Objectives
- In conditions of staff shortage, internal communications are becoming one of the most important management disciplines for business development. Internal communications specialists help retain, unite and increase employee engagement. Internal Communications discipline provides with tools and methods to form and keep corporate culture, boost employee loyalty, foster employer brand effectiveness. Practical cases from largest well-known Russian and international companies help students find out how internal communications can support business to meet these targets. Thus, students get acquainted with real-life experience of internal communications campaigns and activities. The goal of the discipline is to: • Provide understanding of the role of internal communications in improving organization effectiveness, how the discipline is changing, what trends are shaping it now, and what skills are needed for internal communications specialist. • Master basic approaches to retain, increase engagement, and rally employees. This will allow students to study market development trends in detail and examine in practice key internal communication tools used today in companies and teams.
Expected Learning Outcomes
- Formulate ideas about the goals and objectives of internal communications, their importance in the formation and maintenance of employer brand.
- Understand the role of internal communications in the life of the company and employees. Explain the "employee as customer" approach.
- Can list and explain in detail the main competencies of an internal communications specialist.
- Have a well-formed understanding of engagement concept, are able reasonably choose the method for evaluation, tools and methods to increase this indicator.
- Select most effective internal communications formats and channels. Understand how to use internal digital tools, can reasonably explain the choice of tools.
- Know how to develop IC strategy and a detailed annual internal communications plan for an organization, can lead project communication planning.
- Understand how to use metrics and KPIs to evaluate IC effectiveness.
- Have a structured understanding of the non-material motivation system, employee retention strategies, including employee programs: recognition, corporate well-being, ambassador programs, corporate charity and volunteering.
Course Contents
- Section 1. The role of internal communications in improving the effectiveness of the organization
- Section 2. Internal Communications target audiences. Employee Engagement and other IC key metrics.
- Section 3. Employee Engagement and other IC key metrics.
- Section 4. Key internal communications channels
- Section 5. Internal events
- Section 6. Programs for employees
Assessment Elements
- Activity on seminarsTypical situations developing in internal communications will be modeled and students will need to offer solutions to the given challenges. Retake: Possible Retake rules: if there is a valid reason for absence at the seminar
- Business gameThe situation in the company is modeled, requiring the development and implementation of internal communication programs. Students need to develop, present and defend a project presentation suggesting solutions to the given challenges. Retake: Impossible
- ExamThe exam is conducted orally (main question and additional clarifying questions). During the exam, the student receives a ticket consisting of 1 question with 10 minutes to get prepared. Retake: Possible
Interim Assessment
- 2025/2026 4th module0.25 * Business game + 0.5 * Exam + 0.25 * Activity on seminars
Bibliography
Recommended Core Bibliography
- FitzPatrick, L., & Valskov, K. (2014). Internal Communications : A Manual for Practitioners. London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=816423
- Internal communications : insights, practices, and models, Verghese, A. K., 2012
Recommended Additional Bibliography
- HR как он есть, Кожевникова, Т. Ю., 2017
- HR как он есть, Кожевникова, Т. Ю., 2023
- HR-брендинг: фокус на эффективность - 978-5-4461-0348-5 - Осовицкая Н.А. - 2017 - Санкт-Петербург: Питер - https://ibooks.ru/products/354012 - 354012 - iBOOKS
- Вовлеченные сотрудники : как создать команду, которая работает с полной отдачей и достигает высоких результатов, Егорова, А. А., 2023
- Путь сотрудника. Практики лучших работодателей, Осовицкая, Н., 2021
- Сотрудник как клиент. HR-маркетинг для успеха бизнеса и победы в борьбе за таланты, Кожевникова, Т. Ю., 2024