Corporate Communication
A.Y. 2022/2023
Learning objectives
- Describe the role of corporate communication as a management tool for building, developing, handling, and protecting a corporate reputation;
- State the importance of corporate reputation for the management of relationships with an organization's internal and external stakeholders;
- Describe how reputation and relationships can determine the pursuit and attainment of business goals and results;
- List the founding elements of the discipline, along with the processes, tools, and modes for effective communications that serve the organization's purposes, while remaining in harmony with the organization's positioning and core values.
- State the importance of corporate reputation for the management of relationships with an organization's internal and external stakeholders;
- Describe how reputation and relationships can determine the pursuit and attainment of business goals and results;
- List the founding elements of the discipline, along with the processes, tools, and modes for effective communications that serve the organization's purposes, while remaining in harmony with the organization's positioning and core values.
Expected learning outcomes
The course is structured to allow students to view in context many principles already covered in such courses as marketing, advertising, public relations, and human resources management. Students will have opportunities to link these principles to wider corporate communication strategy.
Lesson period: First trimester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.
Course syllabus and organization
Single session
Lesson period
First trimester
Course syllabus
This course covers the broad area of the theory and practice of corporate communication for graduate-level study. It emphasizes the integration of the management functions of marketing and public relations in contemporary corporate communication. It includes an introduction to qualitative research methods as they may be applied to questions of the theory and practice of corporate communication.
Prerequisites for admission
None.
Teaching methods
Wednesday: Lecture on the weekly chapter reading; small-group discussion.
Thursday: Reading Presentations by students (credit); small-group discussion; Kahoot game for review.
Friday: Review Questions (credit); planning and development of Team Presentations.
Thursday: Reading Presentations by students (credit); small-group discussion; Kahoot game for review.
Friday: Review Questions (credit); planning and development of Team Presentations.
Teaching Resources
The required textbook is Corporate communication: A guide to theory and practice, by Joep Cornelissen, 6th edition. Two research articles related to each week's themes are assigned for reading and study for attending students.
Assessment methods and Criteria
For attending students, the main final assessment is the Team Presentation. There is no final exam.
Non-attending students are required to write a Final Examination. The mark received on the Final Examination constitutes 100% of the final grade in the course.
The Final Examination covers all of the topics discussed in the course. The resource for reviewing for the Final Examination is the textbook by Cornelissen, which is the core reading for the course. Nonattending students are strongly advised to obtain the text and to study all chapters.
Non-attending students are required to write a Final Examination. The mark received on the Final Examination constitutes 100% of the final grade in the course.
The Final Examination covers all of the topics discussed in the course. The resource for reviewing for the Final Examination is the textbook by Cornelissen, which is the core reading for the course. Nonattending students are strongly advised to obtain the text and to study all chapters.
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 9
Lessons: 60 hours
Professor:
Adria Marco Luigi