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Internal Communication Management Masters (MA)

Mode Duration Attendance Start date
Part time 1 year Four two-day workshops plus an induction day September 2016

Choose Kingston's Internal Communication Management MA

This programme builds on the highly respected Postgraduate Diploma in Internal Communication Management offered by Kingston since 2000. If you choose to take the first two modules only, you will be awarded the Postgraduate Diploma.

"Students tell me, relatively shortly after starting the course, that their bosses have said to them, 'Gosh, I can see a real qualitative difference in what you're doing'. That's something I hope to hear even more of in the future."– Liz Cochrane, course director

People working in internal communication have known the power of what they do for a long time. Now boards are waking up to this fact. We're in a much more connected world. Professional and personal boundaries are blurring. Communications flow in all directions through organisations. Collaboration is increasingly important. In the midst of this, organisations are having to make tough decisions about change, which must be communicated very carefully.

The Internal Communication Management MA – unique to the UK – has been designed for this brave new world.

Designed for leading internal communication professionals

Our aim is to prepare professionals for increasingly strategic roles in internal communications – whether that is as a specialist engagement manager, a head of internal communications or a savvy operations manager looking to motivate their workforce.

You will develop your interpersonal and leadership skills as well as your understanding of communication and change in the organisational context. You will put theory into practice through application to your – or your client's – workplace environment. You will plan, undertake and present the findings of a substantial research project in the field of internal communication management with academic rigour.

Part-time study, blended learning

The Internal Communication Management MA can fit flexibly around your work schedule. Lessons are delivered in four two-day workshops during the year. We take a 'blended learning' approach and integrate online discussions, podcasts and expert speakers together with the highly interactive workshops. This stimulates enhanced interaction between the students throughout the programme and encourages the group to work as a whole, supporting one another throughout.

Key resources – including journal articles and teaching materials – can be accessed online when you need them. And the StudySpace platform keeps you connected with your peers in between times. Our theory into practice approach means that you apply your new knowledge in your workplace as part of the learning process.

Strategies and techniques for engagement and change

Employee and stakeholder engagement has a real impact for organisations, in terms of productivity, staff retention and advocacy. For these reasons engagement is being taken increasingly seriously at board level. We draw on a range of disciplines, from change management to the psychology of communication and sense making, to help you develop the skills to work and coach at this level.

You will learn how to assess the culture and environment of an organisation, support leadership communication, and identify effective communication strategies for particular situations. New developments are an important part of this, with a strong emphasis on leading edge communications such as the impact of social media on knowledge management. Evaluation and measurement are also an important part of the mix.

Influencing and coaching are becoming intrinsic to the internal communication role. Internal Communication Management MA graduates will have the skills and knowledge to be able to have a real impact at a senior level, together with the business acumen and understanding of senior management thought processes that bring credibility.

"I find it really satisfying to see people's confidence and knowledge grow – just blossoming! Obviously they're all really confident people with a high level of expertise before they come on the course, but it's great to hear the feedback they have at work about the difference the course makes. It's all because of the effort they put in, in the environment we provide." – Liz Cochrane, course director


Assignments, assessment of online discussion of key topics and management report (no exams).

Course structure

Students taking module one and two only will be awarded a Postgraduate Diploma in Internal Communication Management. Those taking all four modules will receive a masters award.


  • Gain the knowledge to conduct an in depth analysis of communication implications of the business and cultural environment, based on the practical application of theoretical models and theories. Investigate psychology and sensemaking theory, as well as theoretical models of cross cultural communication, and apply to practice. This module includes areas such as:

    • Assessing the role of the Internal Communication Manager;
    • Managing ethical dilemmas within the communication role;
    • Assessing the impact of 21st century business environment on internal communication;
    • Assessing structure, culture, power sources and politics within the organisation and evaluating the implications for the internal communication professional;
    • Reviewing models of management and leadership and the strategies required to support effective leadership communication;
    • Understanding sense making and its impact on organisational communication; and
    • Reviewing stakeholder diversity and the implications of individual and national cultural differences.
  • Build the knowledge and skills to develop effective communication strategies that support business as usual, underpin cultural and organisational change and build engagement. Review the integration of internal communication with other communication activities inside and outside the organization. Identify, manage and evaluate communication media and approaches appropriate for a world where organizational boundaries are blurring. This module includes areas such as:

    • The nature of change in organisations and potential psychological reactions, issues and arguments associated with culture change;
    • Employee engagement and the relationship with internal communication;
    • Designing internal communication strategies to manage risk and achieve objectives
    • The implications of social media for blurred internal/external organisational communication
    • Marketing topics such as internal branding and the employee value proposition;
    • Internal communication legislation; and
    • Evaluation and measurement.
  • Gain confidence as a key influencer and coach. Explore the role of rhetoric, discourse analysis and other language based disciplines, and get an understanding of the mindset of business leaders. Prepare yourself for future changes in the role of internal communication managers by assessing knowledge management in a connected world, the communication implications of on-going globalisation and new patterns of organisation. This module includes areas such as:

    • Knowledge Management and the implications and opportunities provided by social media;
    • Assessing potential for incremental and radical changes in the business environment and what it might mean for communication;
    • Leveraging business understanding to ensure communication is playing the fullest strategic role;
    • The potential of language and linguistics to influence people, including rhetoric and tools such as discourse analysis;
    • Sourcing and managing consultants, and defining the role of the internal business partner; and
    • Understanding the nature of decision making and the various skills and strategies fundamental becoming a trusted strategic adviser and coach.
  • Develop your client handling skills to identify, diagnose and make practical recommendations towards solving a workplace internal communication management issue. Deepen your knowledge and experience of using auditing techniques to conduct internal communication audits. Learn systematic research methods and techniques, apply them to diagnose a business problem, and write up and present the conclusions to clients. This module includes areas such as:

    • Identifying researchable topics;
    • Negotiating and understanding client needs, and preparing a project brief;
    • Data collection and analysis;
    • Applying research skills to the strategic communication role;
    • Communicating results with reference to the implications of sensemaking; and 
    • The opportunity to carry out an in depth piece of research on a current issue in your organisation.

For further information:

Admissions team
Tel: +44 (0)20 8417 5203
Email us


This course is taught at Kingston Business School

View Kingston Business School on our Google Maps

For further information:

Admissions team
Tel: +44 (0)20 8417 5203
Email us


This course is taught at Kingston Business School

View Kingston Business School on our Google Maps
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