This course delves into the strategic use of language by global companies in the modern digital landscape. It explores how businesses employ linguistic strategies to achieve essential objectives. Drawing upon insights from linguistics and business studies, we will examine various facets of corporate communication in the digital age. We will investigate persuasive linguistic and visual techniques frequently employed in digital advertising, analyze how companies convey their strategies for addressing climate change in the online realm, explore reputation management practices following crises, and study how organizations navigate customer feedback on social media platforms. Throughout the course, we will closely examine diverse forms of corporate communication, including
financial and sustainability reports, online corporate press releases, entrepreneurial pitches, and explore their distinctive linguistic characteristics. The course will also provide insights into various research methodologies used in the study of corporate communication, encompassing qualitative text analysis, quantitative corpus-based approaches, and experimental research methods. By the end of this course, students will have gained a comprehensive understanding of strategic corporate communication in the digital age, along with valuable skills applicable across various professional
contexts.
