All programmes
Internal Communication
Internal Marketing and Communication
Internal communication strategies aligned with the organisation's culture and goals.
Duration15 hours
Sessions5 × 3 hours, weekly
FormatOnline, live · also in-company
Group size4 to 14 people
Who it is for
Internal communication, HR, marketing and organisational culture professionals, as well as middle and senior managers with leadership responsibilities.
Objective
Enable participants to develop and implement effective internal marketing and communication strategies, aligned with the organisation's culture and strategic goals, and to strengthen employee engagement.
Curriculum
1Foundations and strategic context3 hours
- The basics of internal marketing and internal communication
- Why employee engagement decides organisational success
- How internal marketing, internal communication and culture connect
- Current trends and challenges in the field
- Methods for diagnosing organisational climate and internal communication
- SWOT analysis applied to the company’s internal context
2Strategic planning and communication actions3 hours
- Setting strategic objectives for internal marketing and communication
- Drawing up action plans and communication calendars
- Intranets and corporate portals
- Corporate email and newsletters
- Internal social networks
- Internal campaigns and internal marketing initiatives
3Interpersonal communication and change management3 hours
- Internal events and meetings
- Verbal and non-verbal communication
- Strategies for managing organisational change
- Communicating well through a transition
- Spotting and resolving internal conflict
- A culture of feedback and continuous improvement
4The manager as a channel, and hybrid communication3 hours
- The direct manager as the main channel of internal communication — and the point where the message most often breaks down
- Cascading messages from the board to the team without loss or distortion
- Equipping managers to communicate: scripts, message kits and regular contact points
- Organisational narrative: turning strategic objectives into something people understand
- Communicating in hybrid and dispersed teams: what is synchronous and what is not
- Information overload: choosing the channel and setting the rhythm
5Evaluating results and social responsibility3 hours
- Performance indicators for internal marketing and communication
- Satisfaction surveys and employee feedback
- Reading the results and adjusting the strategy
- Ethical practice in internal communication
- Valuing diversity and inclusion
- Internal marketing and corporate social responsibility
Skills you will develop
Diagnosing organisational climate and internal communication flowsStrategic internal communication planning aligned with business goalsSelecting and managing internal channelsDesigning internal marketing campaigns and initiativesInterpersonal communication and communication during changeConstructive management of internal conflictEnabling managers as a communication channelAdapting communication for hybrid and dispersed teamsDefining indicators and evaluating communication initiativesApplying ethical, diversity and inclusion criteria to internal communication