Corporate communication
A.A. 2025/2026
Obiettivi formativi
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.
Risultati apprendimento attesi
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.
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 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
Prerequisiti
None
Metodi didattici
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.
Materiale di riferimento
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
Modalità di verifica dell’apprendimento e criteri di valutazione
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 - SOCIOLOGIA DEI PROCESSI CULTURALI E COMUNICATIVI - CFU: 9
Lezioni: 60 ore
Docente:
Montieri Vittorio
Docente/i
Ricevimento:
Venerdì ore 10,30 (previo appuntamento via mail)