University of Nottingham Ningbo China
School of
International Communications
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CPD Courses

 

Branding and Identity Module

 Title of Session Outline Teaching methods
 

Constructing and branding personas

This session introduces concepts of public persona from a celebrity studies and persona studies perspective. It explores Richard Dyer’s notion that celebrity figures are texts whose identities are expressed through a multitude of media forms. It also examines P David Marshall’s notion that culture is now presentational, in which all individuals are performing a type of persona through multiple media platforms. This provides a foundation for participants to consider their own personas, and the arenas in which they are deployed. It also encourages participants to evaluate the effectiveness and appropriateness of their personas.  
  • Presentation (and case studies)
  • small group discussion
  • reflections
Reaching out: fans and consumers This session introduces concepts from John Fiske and Henry Jenkins relating to the activity of consumers and fans. In particular, the role of fans in the perpetuation and co-creation of brands is explored through case studies of celebrity personas and media franchises. Participants are encouraged to consider their relationship to their consumers and conceptualize them as fans.  
  • Presentation (and case studies)
  • small group discussion
  • reflections
Online influencers This session explores the work of Crystal Abidin, who examines the activity of micro-celebrity online influencers. It explores a number of case studies from Asia, South East Asia and Australia to uncover the contexts and methods to becoming a successful influencer. How can businesses use influencers to get in touch with their target audience more effectively?  
  • Presentation (and case studies)
  • small group discussion

 

Converged Media Marketing Strategy Module

Title of SessionOutlineTeaching methods
Classical vs Transmedia marketing campaign This session will focus on the differences between the classical way of developing a marketing campaign to promote a product through different media, including newspapers, television, radio, print, online platforms, and social media and the opportunities offered by media convergence to spread a company message across multiple delivery channels with each element making distinctive contribution to the development of the promotional story.  
  • Presentation (and case studies)

  • small group discussion

  • reflection

  • sharing

Understanding your audience This session focuses on the emergence of internet-based participatory culture by underlining important concepts such as "Creator" and "Participants" and it will focus on how many Web 2.0 ‘services’ rely on users to create content, while owners benefit from the surplus value.  
  • Presentation (and case studies)

  • small group discussion

  • reflection

  • sharing

Transmedia into practice This final session will help participants to put into practice what they learned during the first two sessions. The session will give participants an opportunity to draft their own transmedia campaign and visualize the different fields where they could apply their learning in the immediate future.  
  • Small group discussion

  • practice

 

Narrative and Narratology Module

Titel of SessionOutlineTeaching methods
The Storytelling Instinct Storytelling is powerful because it harnesses the natural causal pattern-seeking of the human mind. This session will explain why storytelling is so powerful in informing our most deeply felt beliefs, and ask how we might we use this power to influence others. Scholars of "narratology" have discussed the nature of storytelling, including the persuasive uses of fictional narrative, and their findings can help any communicator address their audience more effectively.  
  • Small group discussion

  • reflections

Social and Cognitive Narratology This session details the science behind communication. It introduces social and cognitive narratology - what do the social sciences, and in particular psychology, tell us about the human storytelling instinct? We will discuss the human "uses" of storytelling, and the ways in which researchers in fields such as social psychology and neuroscience have studied our engagement with and responses to narrative.  
  • Small group discussion

  • reflections

Storytelling in Practice The final session will talk through the way some of the concepts raised in sessions 1 and 2 can be put into practice. How can we tell stories with the power to move people, capture their imaginations, and perhaps even change their beliefs? This session will cover the applied ethics of storytelling, and its use across various media contexts.  
  • Presentation (and case studies)

  • small group discussion

  • reflection

 

HR and Employee Experience Module

Title of SessionOutlineTeaching methods
The future of HR This session will focus on the development of HR departments that should no longer be considered as organisational unit in charge of hiring, firing, payroll, and keeping up to date with tax laws, but as key department committed to employees learning and development, in support of the communities in which they operate, and their impact on society as a whole.  
  • Presentation (and case studies)
  • small group discussion

  • reflection

  • sharing

Mentoring and Coaching This session focuses on the differences between mentoring and coaching and on how the implementation of these programs within an organisation are helping to break down generational divide, foster working relationships and collaborations, support career development, facilitate leadership development, implement a giving back culture, and develop employee’s psychological investment in their organization.  
  • Presentation (and case studies)
  • small group discussion

  • reflection

  • sharing

 

Mentoring and Coaching into Practice This final session will help participant to put what they learned during the first two session into practice. The session will give participants the opportunity to participate in a mentoring and a coaching session to better understand the benefit of such activities and visualize how they could apply their learning in the immediate future.   Peer practice

 

Cross-Cultural Communication Module

 Title of session  Outline Teaching methods
Role of Culture in Effective Communication The ability to communicate through language is what makes humans unique. However, this form of linguistic communication is not transparent, but is heavily influenced or determined by one’s culture. This session introduces models of communication and explains the role that culture plays in effective communication and how it affects the way we perceive the world.   
  • Presentation (and case studies)
  • small group discussion

  • reflections

Understanding Cultural Dimensions and Differences Having understood the interrelationship between culture and communication, this session introduces Hofstede’s cultural dimensions as a toolkit to better examine the cultural differences that exist (whether this is defined in terms of national or organisational culture), along with the real-world consequences of ignoring or misunderstanding them.  
  • Presentation (and case studies)
  • small group discussion

  • reflections

How to develop Cultural Intelligence This session aims at developing cultural intelligence (CI) in you, to see how increased cultural intelligence can allow you to communicate more effectively as team members and leaders across different cultural contexts. This includes both verbal and non-verbal forms of communication.  
  • Presentation (and case studies)
  • small group discussion

  • peer practice

 

Media Ethics Module

Title of sessionOutlineTeaching methods
Ethical foundations and the media This session introduces the study of ethics, and the ways in which concepts in moral psychology and philosophy can be used to illuminate contemporary problems: for instance, problems in public relations, the sharing economy, or simply how we represent one another's interests across the media. How can businesses use these theories to answer questions regarding their responsibilities, and likewise the responsibilities of their audiences?  
  • Presentation (and case studies)
  • small group discussion

  • reflections

Media ethics in practice How can discussions of media ethics be put into practice? This session demonstrates the ways in which the ethics covered in session one can be applied by media practitioners and professional journalists, editors, broadcasters, storytellers and communicators. We will consider the differences between institutional and individual responses to the particular moral challenges of the media industry.  
  • Presentation (and case studies)
  • small group discussion

  • reflections

 

The Protection and Leveraging of your IP Module

 Title of session Outline  Teaching methods
The importance of protecting your IP This session will focus on the protection of the most important aspect of companies’ work, their ideas. It will explain the rationale for companies and individual creators to protect their IP with the use of real world examples, including those which highlight the problems that emanate from undue attention to this type of protection. It will also provide practical advice on the measures that companies can put in place to protect their IP, as well as what steps can be taken to combat the unapproved imitation of their original ideas.    
  • Presentation (and case studies)
  • small group discussion

  • reflections

Protecting and leveraging your IP in international markets This session looks at the strategies which companies might adopt to protect their IP in international markets. This will involve introducing participants to the most up-to-date international laws and practices which regulate IP protection, primarily through an analysis of WIPO (World Intellectual Property Organization) and WTO regulations. There will also be an analysis of law and practice on IP protection in key international markets, most notably the USA, UK and EU. The session will involve a role play in which participants’ will use the knowledge of international rules and regulations to think about how they might leverage IP for one of their products in a key international market  
  • Presentation (and case studies)
  • small group discussion

  • reflections

Case studies in the leveraging of IP for commercial gain. This final session will focus on specific case studies as a means of explaining how the content of the first two sessions relates to actual practice. The session will be mainly informative, but will give participants an opportunity to discuss with each other how these case studies might inform their own strategies for leveraging IP for commercial gain.  
  • Presentation (and case studies)
  • small group discussion

 

Managing Change Module

 Title of session  Outline Teaching methods
Introduction to Change Management Organizations often need to change to remain competitive. In this class, we will discuss the concept of organizational change: What it is, why it is important, and how it unfolds.   
  • Presentation (and case studies)

  • small group discussion

  • reflections

Resistance to Change Organizational change is rarely an easy task. In this class, we will discuss the concept of resistance to change. We will gain a better understanding of resistance to change and learn effective ways to deal with it. We will also critically reflect on the possible constructive facets of resistance to change.  
  • Presentation (and case studies)

  • small group discussion

  • reflections

Leadership and Change Leaders play an essential but challenging role in the management of organizational change. In this class, we will learn more about the roles of leaders in change management and we will learn strategies to become effective change leaders ourselves.   
  • Presentation (and case studies)

  • small group discussion

  • reflections

Managing Change in Multicultural Environments Multicultural environments often make organizational change more challenging. In this class, we will learn about cultural differences and reflect on the challenges that multicultural environments pose to the management of organizational change. We will also gain insights into how to overcome these challenges. 
  • Presentation (and case studies)

  • small group discussion

  • reflections

 

Team Building Module

Title of session OutlineTeaching methods
Theatre for Team-building This session encourages participants to work together to perform various challenging activities. It starts with non-verbal exercises which encourage colleagues to communicate via other modalities (observation, facial expression and gesture) before moving into language-based activities designed to explore common problems in workplace communication and potential solutions. The crucial feature is that all participants are engaged in a cooperative environment, and must work together to complete tasks successfully; along the way, they will also discover some tips for successful presentations and greater confidence in speaking.  
  • Problem-based learning

  • Cooperative production

  • Demonstration and performance