Corporate communication
A.A. 2023/2024
Obiettivi formativi
- 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.
Risultati apprendimento attesi
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.
to link these principles to wider corporate communication strategy.
Periodo: Primo trimestre
Modalità di valutazione: Esame
Giudizio di valutazione: voto verbalizzato in trentesimi
Corso singolo
Questo insegnamento può essere seguito come corso singolo.
Programma e organizzazione didattica
Edizione unica
Responsabile
Periodo
Primo trimestre
Programma
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
Prerequisiti
None
Metodi didattici
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.
Materiale di riferimento
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
Modalità di verifica dell’apprendimento e criteri di valutazione
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 - SOCIOLOGIA DEI PROCESSI CULTURALI E COMUNICATIVI - CFU: 9
Lezioni: 60 ore
Docente:
Montieri Vittorio
Siti didattici
Docente/i
Ricevimento:
Venerdì ore 10,30 (previo appuntamento via mail)
Aula 12 Livorno