Announcements
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.
| Lecture | Date | Time | Presentation | Notes (If Any) |
|---|---|---|---|---|
| Lecture 01 | 24 May 2025 | 09:00 to 17:00hrs | ||
| Lecture 02 | 27 May 2025 | 17:30 to 20:30hrs | ||
| Lecture 03 | 31 May 2025 | 09:00 to 17:00hrs | ||
| Lecture 04 | 3 June 2025 | 17:30 to 20:30hrs | ||
| Lecture 05 | 10 June 2025 | 17:30 to 20:30hrs | ||
| Lecture 06 | 14 June 2025 | 09:00 to 17:00hrs | ||
| Lecture 07 | 17 June 2025 | 17:30 to 20:30hrs | ||
| Lecture 8 + Tutorial 01 + Self-Assessment | 21 June 2025 | 09:00 to 17:00hrs | ||
| Tutiorial 02 | 24 June 2025 | 17:30 to 20:30hrs | ||
| Group Presentations | 28 June 2025 | 09:00 to 12:00hrs |
Lecturer/s
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 final score - Students will be expected to sit for a multiple-choice test during the module's first lecture on 24 May 2025. Students will be handed out the test sheet and their answers during session 8 on 21 June 2025 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 are required to choose one of the three questions available in the Assignment Submission Form made available by clicking the button below. The assignment must be submitted no later than Thursday, 3 July 2025 at 23:59 hrs., along with the Assignment Submission Form. Please ensure that you indicate the question you have addressed on the Assignment Submission Form.
The Assignment Submission Form will be made available here at a later date.
For guidance on how to plan, draft, and submit your assignment, please refer to the 21 Academy presentation on Writing and Submitting Your Assignment by clicking the button below.
Writing and Submitting Your Assignment
We are also providing the 21 Academy's Assignments Rubric for your reference. This rubric is a performance-based assessment tool that tutors will use for grading, and it will help you understand the requirements of the assignment and how it will be assessed.
Group Presentation
You will be asked to design and deliver a group presentation about a business you plan to create together. This will be the same group you worked together 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 Saturday 28 June, 2025 between 09.00 and 12.00hrs.
The Presentation Submission Form will be made available here at a later date.
A Presentation Rubric is being made available for your guidance below. This is a performance-based assessment tool. Tutors will use the rubric to assist them to allocate scoring while it allows students to understand what is required in the presentation and how your presentation will be graded.
Your presentation should be also be submitted in pdf format on Turnitin by not later than 24 hours before it is being delivered. Do not scan the presentation but convert/save it directly to pdf.
Note that the submitted presentations will be scanned for plagiarism.
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
In any case, the document has to be submitted to the academy through Turnitin no later than the day before the presentation is meant to be delivered in class. The Reflective Notes have to be submitted to the academy through Turnitin by not later than Friday 27 June, 2025 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 the Induction Presentation 03.