Managerial Communication

Syllabus

Thematic definition of lectures: 1. Introduction to management communication Theoretical background and characteristics of basic concepts. Internal and external manager communication, their specifics and content. Communication scheme, communication objectives. Prerequisites for effective managerial communication. 2. Internal managerial communication Communication as active problem solving, as open provision of information and as feedback. Communication models, different approaches to defining the essence of communication. Principles of effective functioning of the sender and receiver, the role of feedback in communication. 3. Eric Berne's transactional analysis Structural analysis, identification of the individual's egos and their role in communication. Transactional analysis, types of transactions, complementary, cross and covert transmission. Life scenarios - dimensions of access to self and other people. Game analysis. The function and background of games in transactional analysis. 4. Virginia Satir's growth model and its application in people management Ingredients of interaction. Stress communication positions. Reconciliation, blaming, lecturing and interference as individual couping strategies. The role of congruence in manager communication. Nonviolent communication. Power vs. respectful relationship. Principles and process of nonviolent communication, empathic response. 5. Persuasion in manager communication Definition of persuasion, its ethical dimension. The role of attitudes in persuasion, attitudinal change and its sources. Attitudinal theory. Principles of persuasion and their application in management. Non-verbal communication and persuasion. 6. Coaching approach in employee management Differences between coaching and coaching management approach. Objectives and essence of coaching. The relationship between coaching, mentoring, counselling and psychotherapy. Ethics and professional standards of coaching according to ICF (code of ethics, principles and assumptions of coaching, core competencies of a coach). The coaching process, basic phases of the coaching conversation. Coaching methods (Inner game, Grow model, Solution focused, Ericksons methodology). Basic coaching techniques and tools (scaling and open questions). 7. Alternative approaches to conflict resolution Mediation in the work environment and conditions for its application. The manager in the role of mediator, mediation skills. Principles of mediation, process and stages of mediation, mediation agreement. 8. External managerial communication Basic communication links between the company, customers and competitors. The importance of a company's identity for its management and communication. Identity and image of the enterprise, definition of the image of the organization, theories of image-determinants. Image measurement methods and image modification process. Relationship between the concepts of corporate identity, corporate image, corporate design, corporate culture and corporate communication. Design manual. 9. Marketing communication and its specifics and objectives Integrated marketing communication. Formulation of a communication strategy, its budget and evaluation of its effectiveness. Controversial communication issues. The use of marketing communication tools to reinforce the company's preferred values and patterns of employee behaviour. Communication patterns, their characteristics, cultural conditioning and use in marketing communication of the enterprise. 10. Communication with the customer The key role of the customer, getting to know him. Marketing research as communication with the customer. Marketing communication strategy. Communication marketing mix as a tool of communication with the customer and its optimization. Promotion, advertising, sales promotion, public relations, direct marketing, sponsorship. Electronic marketing communication. New forms of communication. Presentation of the company on the Internet. Communication mix on the Internet. 11. Communication with the media Mass media, use of mass media in the communication policy of enterprises. Lazarsfeld's two-stage model of communication. Evaluation of communication content, content analysis. Communication with journalists. 12. Communication with the public Integrated marketing communication in public administration. Communication with citizens. Information requirements, level of information. Communication audit. Lobbying. Characteristics of lobbying. Differences in the perception of lobbying in different cultural environments. Making lobbying contacts. Lobbying competences and lobbying skills. Lobbying in marketing communication. Lobbying law. 13. Trends in marketing communication Product placement, guerrilla communication, mobile marketing, viral marketing, buzz marketing. Event marketing and sponsorship - specifics and future perspective. Thematic definition of exercises: 1. Prerequisites for effective managerial communication Manager's personality, presenting the company's values in communication. Communication skills and communication competences of the manager in communication. Manager's reputational capital, its components and its use in communication. Internal and external managerial communication. 2. Feedback in communication Principles of giving and receiving feedback. Feedback as a management tool, feedback between co-workers, feedback from the customer. Training in working with feedback. 3. Transactional analysis Identification of individual's ego states (give birth, adult child), recognition of transaction types. Training of complementary, cross and hidden transfers. Self-recognition - TA test, life scenario analysis. Case study - analysis of managerial communication using transactional analysis. 4. The use of non-violent communication in the manager's work Training in the principles and process of non-violent communication and empathic response. Observation without evaluation, working with description, recognizing and expressing emotions in communication. The "I message" in manager communication. Empathic response. 5. Application of coaching and coaching management style in management What is and what is not coaching. Application of the GROW model in coaching. Basic phases of the coaching conversation. Goal setting and formulation (individual and team). Basic coaching techniques and tools (scaling and open questions). Practice in formulating coaching questions. The balance wheel and values integration, their impact on employee engagement. 6. Mediation in management Training of mediation skills. Use of neutral language, active listening, turning complaints into neutral statements. Simulation of conflict resolution in the workplace using mediation. 7. Maladaptive communication Characteristics of maladaptive communication and its sources. Assertive communication and its techniques as opposed to manipulative communication. Types of maladaptive communication. 8. Marketing communication of the enterprise Basic and specific methods used in marketing communication. Criteria of selection and application of individual methods to identify the marketing communication needs of the enterprise. 9. The theory of consumer behaviour as a basic basis of marketing communication Identification and characteristics of consumer behaviour patterns in the internal as well as external environment as carriers of marketing communication of the enterprise. 10. Corporate image and brand in marketing communication Image-forming components of the company's reputational capital and their creation. The importance of the company brand, company logo in corporate communication. 11. Business negotiation and bargaining and its place and roles in internal and external marketing communication of the enterprise Characteristics of individual stages of business negotiation in terms of communication. Negotiation styles applied in communication and in business negotiation. Business negotiation strategies and their communication effects. The boundaries between business negotiation and blackmail, intimidation, deception, manipulation, ridicule, underestimation and other manipulative techniques used in business negotiation. 12. Fundamentals of protocol and etiquette in communication Morals and ethics in marketing communication. Corruption, clientelism, nepotism, favoritism, discrimination and other phenomena contrary to morality and ethics in marketing communication. Nudge in marketing communication. 13. Interculturality in marketing communication Cultural and intercultural patterns of behaviour and their nature. Cultural competence and cultural skills in intercultural communication in marketing. Cultural intelligence (CQ) as a basis for communication in marketing in a global environment and intercultural corporate environment.