Corporate Communication
A.Y. 2023/2024
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 can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
First trimester
Course syllabus
The course provides students with an in-depth view into subjects such as organisational identity, corporate branding, strategic reputation management and corporate brand communication:
- Corporate identity
- Corporate reputation
- Branding and brand portfolio management
- Corporate brand audit
- Communication tools and techniques
- Integrated communication strategy and messaging
- Research and measurement
- Specialist areas
- Corporate identity
- Corporate reputation
- Branding and brand portfolio management
- Corporate brand audit
- Communication tools and techniques
- Integrated communication strategy and messaging
- Research and measurement
- Specialist areas
Prerequisites for admission
None
Teaching methods
The main body of the course will be delivered in lectures, which will be supported by case studies, self-managed practical exercises inside and outside the classroom, and a group project work.
Teaching Resources
Attending students:
The Final Test will be based on the material covered in Lectures (slide presentations and suggested readings available at https://ariel.unimi.it/)
Non attending students:
Cornelissen, J., Corporate Communications: Theory and Practice (5th Edition), SAGE, 2020
The Final Test will be based on the material covered in Lectures (slide presentations and suggested readings available at https://ariel.unimi.it/)
Non attending students:
Cornelissen, J., Corporate Communications: Theory and Practice (5th Edition), SAGE, 2020
Assessment methods and Criteria
Assessment (attending students):
- Group assignment, typically an outline communications plan for a specified company/brand/organisation in the form of a 15-minute presentation, worth 50% of the overall module mark;
- Individual written test (10 to 15 questions to be answered in 50 minutes), worth 50% of the overall module mark; the test must be performed within March exam session.
Assessment (non attending students): individual written test (10 to 15 open-ended questions based on the textbook(s) to be answered in 50 minutes.
- Group assignment, typically an outline communications plan for a specified company/brand/organisation in the form of a 15-minute presentation, worth 50% of the overall module mark;
- Individual written test (10 to 15 questions to be answered in 50 minutes), worth 50% of the overall module mark; the test must be performed within March exam session.
Assessment (non attending students): individual written test (10 to 15 open-ended questions based on the textbook(s) to be answered in 50 minutes.
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 9
Lessons: 60 hours
Professor:
Montieri Vittorio
Educational website(s)
Professor(s)