Undergraduate perception of corporate communications

Abstract

Examines undergraduate corporate communications, and argues that the division into marketing and non‐marketing components is only partial. Students' curriculum choices often reflect society's rejection of political activity, but involvement in marketing communications can lead to conflictual activity. Presents the case for redesign of the curriculum to reflect the unity of communications, and provides a short, political economy analysis of UK organizations.

Citation

Moloney, K. (1996), "Undergraduate perception of corporate communications", Corporate Communications: An International Journal, Vol. 1 No. 1, pp. 25-29. https://doi.org/10.1108/eb046522