Corporate communication

The following objectives are identified:
- provide a thorough and comprehensive review of the theoretical basis of corporate communication, its dynamics and impact;
- provide an in-depth view into subjects such as organisational identity, corporate branding, strategic reputation management and corporate brand communication;
- apply theoretical frameworks to diagnose and describe a company's identity;
- present the latest research in corporate and brand communications and adapt this to a practical setting through workshops and projects.

After exploring corporate communication functions, students must demonstrate a critical understanding of the role of the corporate communication practitioner in an organisation. They will develop the managerial skills and knowledge necessary for designing and implementing a realistic communication plan within a corporate environment, together with the scholarly skills needed to indipendently conduct further research. These outcomes will be pursued by practicing analytical tasks (corporate brand audit and analysis of scenarios, trends, customer typologies) and by familiarising with effective ways of communicating (concept development and professional presentation creation).