A course is set for new management frontiers

The UK’s first masters course in corporate communications is being set up by Manchester School of Management, which has raised pounds 500,000 for a new research and teaching unit.

The UK’s first masters course in corporate communications is being

set up by Manchester School of Management, which has raised pounds

500,000 for a new research and teaching unit.



With support from an advisory board chaired by the Prince’s Trust’s fund

raising director Peter Sanguinetti, the two-year part-time course is

aimed at senior managers and professional communicators keen to get

formal training.



The move recognises the growing interest in corporate communications

among non-PR professionals and the fact that in many organisations

corporate communications has become a main board function.



Because corporate communicators tend to enter the profession from a

variety of backgrounds, the course organisers believe this can lead to a

certain amount of ’trial and error learning’ and potentially costly

mistakes.



Long term plans for the new research and teaching unit include the

integration of corporate communications into the MBA programme.



The business school, which has become the largest in Europe after a

recent merger with the Manchester Business School, will use the money it

has already raised to fund a chair and lecturer in the new unit.



The advisory board includes representatives from Tesco, Nortel,

Burson-Marsteller, the BBC and the Rover Group.



’We want to know what the industry wants,’ said pro vice chancellor

Professor Cary Cooper.



’The companies will help us formulate the curriculum. We plan to fit in

with people’s jobs, using workshops, projects and communicating ’down

the line’,’ he added.



Sanguinetti approached chancellor Professor Sir Roland Smith last year

with the idea of setting up the unit.



’The key principle is to combine research, theory and practice as a

really valuable contribution to the industry,’ he told PR Week.



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