Corporate Communication
A.Y. 2025/2026
Learning objectives
The course aims to:
- Provide a comprehensive overview of the theoretical foundations of corporate communication, including its functions and impact.
- Explore key topics in depth, such as organisational identity, corporate branding, strategic reputation management, and the orchestration of communication channels.
- Develop qualitative and quantitative research skills to generate insights that inspire the creation of integrated communication strategies.
- Apply learning through hands-on simulations and team-based project work.
- Provide a comprehensive overview of the theoretical foundations of corporate communication, including its functions and impact.
- Explore key topics in depth, such as organisational identity, corporate branding, strategic reputation management, and the orchestration of communication channels.
- Develop qualitative and quantitative research skills to generate insights that inspire the creation of integrated communication strategies.
- Apply learning through hands-on simulations and team-based project work.
Expected learning outcomes
Upon completion of the course, students are expected to demonstrate a critical understanding of the role of the corporate communication practitioner within an organisation. They will develop the theoretical knowledge and managerial skills needed to design and implement effective communication plans in corporate settings.
The achievement of these outcomes will be supported by analytical and practical activities — such as corporate brand audits, scenario analysis, and audience profiling — along with the application of specialised techniques that enhance campaign development and the design of high-quality presentations.
The achievement of these outcomes will be supported by analytical and practical activities — such as corporate brand audits, scenario analysis, and audience profiling — along with the application of specialised techniques that enhance campaign development and the design of high-quality presentations.
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 understanding of key topics such as organisational identity, corporate branding, strategic reputation management, and corporate brand communication.
Areas covered include:
· Stakeholder theory and mapping
· Corporate identity
· Corporate reputation
· Corporate branding and brand portfolio management
· Communication tools and techniques
· Strategic communication planning frameworks
· Integrated communication planning and messaging
· Corporate storytelling and advertising
· Corporate social responsibility
· Specialist areas: media relations, issue and crisis management, employee communication, and employer branding
· Branded entertainment and sponsorship
· Research and measurement of communication effectiveness (KPIs, media monitoring, surveys)
· Final project: developing a corporate communication plan
Areas covered include:
· Stakeholder theory and mapping
· Corporate identity
· Corporate reputation
· Corporate branding and brand portfolio management
· Communication tools and techniques
· Strategic communication planning frameworks
· Integrated communication planning and messaging
· Corporate storytelling and advertising
· Corporate social responsibility
· Specialist areas: media relations, issue and crisis management, employee communication, and employer branding
· Branded entertainment and sponsorship
· Research and measurement of communication effectiveness (KPIs, media monitoring, surveys)
· Final project: developing a corporate communication plan
Prerequisites for admission
None
Teaching methods
The main body of the course will be delivered through lectures, supported by case studies, independent practical exercises both inside and outside the classroom, and a group project.
Teaching Resources
Attending students:
The final test will be based on the material covered during lectures, including lecture slides and recommended readings, all available on the course platform (Ariel).
Non-attending students:
The exam will be based on:
Cornelissen, J., Corporate Communication: A Guide to Theory and Practice (7th Edition), SAGE, 2023
The final test will be based on the material covered during lectures, including lecture slides and recommended readings, all available on the course platform (Ariel).
Non-attending students:
The exam will be based on:
Cornelissen, J., Corporate Communication: A Guide to Theory and Practice (7th Edition), SAGE, 2023
Assessment methods and Criteria
Assessment (attending students):
· Group assignment: typically, an outline of a communications plan for a specified company, brand or organisation, presented as a 15-minute oral presentation. Worth 50% of the overall module mark.
· Individual written test: 10 to 15 open-ended questions to be answered in 50 minutes, based on course materials. Worth 50% of the overall module mark. The test must be taken before the 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 of a communications plan for a specified company, brand or organisation, presented as a 15-minute oral presentation. Worth 50% of the overall module mark.
· Individual written test: 10 to 15 open-ended questions to be answered in 50 minutes, based on course materials. Worth 50% of the overall module mark. The test must be taken before the 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
Professor(s)