The aim of the course is to introduce students to theoretical models, methods and techniques of business communication activities, with a particular focus on marketing communication. Starting from the strategy and the marketing objectives, the students will be able to create a business communication strategy in an integrated perspective, using all the communication mix tools (with a focus on digital communication), and will be able to monitor and measure the performance of the developed initiatives.
There will be offered hints about different areas of business communication such as Institutional Communication, Organizational Communication and Economic-Financial Communication.
The course will also deal with various issues related to Branding, its development and its management over time and space. A particular attention will be given to the new phenomenon called "Brand Journalism" or "Brand Storytelling" which is leading companies to a communication focused on news and stories about the product and the brand, rather than on its characteristics. Students will then be able to create a story around a particular product or brand.
The course will be divided into two parts, a theoretical part and a practical part, including exercises and Project Works, which will lead the students attending to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works.
There will be offered hints about different areas of business communication such as Institutional Communication, Organizational Communication and Economic-Financial Communication.
The course will also deal with various issues related to Branding, its development and its management over time and space. A particular attention will be given to the new phenomenon called "Brand Journalism" or "Brand Storytelling" which is leading companies to a communication focused on news and stories about the product and the brand, rather than on its characteristics. Students will then be able to create a story around a particular product or brand.
The course will be divided into two parts, a theoretical part and a practical part, including exercises and Project Works, which will lead the students attending to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works.
Curriculum
teacher profile teaching materials
1. Part One: Management and communication; Communication in corporate governance, The communication process
2. Part Two: The areas of business communication;
Institutional communication, Marketing communication, Organizational communication (hints)
3. Third Part: Digital Communication;
Strategies, channels and digital platforms. A new type of Marketing and the consequent birth of new subjects.
4. Part Four: Brand management (IMC);
Brand and Communication, Brand strategy, global and local branding, distribution and sales.
5. Part Five: The Communication mix – Tools and vehicles for business communication-
Advertising, Public Relations, Direct Marketing, Promotions, Sales Force, Packaging, Point of Sale, Exhibitions, Social Report, Digital Communication, Emerging Aspects of the Communication Mix
6. Part Six: Planning, organization and control of communication activities;
Internal organizational skills and management, Marketing communication research, Communication budget, Communication plan.
Within the two modules of the course there will be two Project Works which will contribute to the formation of the final grade. Participation in these Project Works will give to each student the status of attending student.
• Slides and materials given in class.
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008 (chapters selection).
Not Attending students:
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008.
• POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018.
Programme
The course will be divided into two modules that will be about the following topics:1. Part One: Management and communication; Communication in corporate governance, The communication process
2. Part Two: The areas of business communication;
Institutional communication, Marketing communication, Organizational communication (hints)
3. Third Part: Digital Communication;
Strategies, channels and digital platforms. A new type of Marketing and the consequent birth of new subjects.
4. Part Four: Brand management (IMC);
Brand and Communication, Brand strategy, global and local branding, distribution and sales.
5. Part Five: The Communication mix – Tools and vehicles for business communication-
Advertising, Public Relations, Direct Marketing, Promotions, Sales Force, Packaging, Point of Sale, Exhibitions, Social Report, Digital Communication, Emerging Aspects of the Communication Mix
6. Part Six: Planning, organization and control of communication activities;
Internal organizational skills and management, Marketing communication research, Communication budget, Communication plan.
Within the two modules of the course there will be two Project Works which will contribute to the formation of the final grade. Participation in these Project Works will give to each student the status of attending student.
Core Documentation
Attending students:• Slides and materials given in class.
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008 (chapters selection).
Not Attending students:
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008.
• POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018.
Type of delivery of the course
The course will consist of lectures, case studies, exercises (group and individual), which will lead the students attending to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works.Type of evaluation
The exam will be written, with open-ended questions for students attending and not attending. For attending students, the grade obtained in the written exam is added to the average score of the results achieved in the two project works carried out during the lesson period and presented in the classroom. teacher profile teaching materials
1. Part One: Management and communication; Communication in corporate governance, The communication process
2. Part Two: The areas of business communication;
Institutional communication, Marketing communication, Organizational communication (hints)
3. Third Part: Digital Communication;
Strategies, channels and digital platforms. A new type of Marketing and the consequent birth of new subjects.
4. Part Four: Brand management (IMC);
Brand and Communication, Brand strategy, global and local branding, distribution and sales.
5. Part Five: The Communication mix – Tools and vehicles for business communication-
Advertising, Public Relations, Direct Marketing, Promotions, Sales Force, Packaging, Point of Sale, Exhibitions, Social Report, Digital Communication, Emerging Aspects of the Communication Mix
6. Part Six: Planning, organization and control of communication activities;
Internal organizational skills and management, Marketing communication research, Communication budget, Communication plan.
Within the two modules of the course there will be two Project Works which will contribute to the formation of the final grade. Participation in these Project Works will give to each student the status of attending student.
• Slides and materials given in class.
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008 (chapters selection).
Not Attending students:
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008.
• POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018.
Programme
The course will be divided into two modules that will be about the following topics:1. Part One: Management and communication; Communication in corporate governance, The communication process
2. Part Two: The areas of business communication;
Institutional communication, Marketing communication, Organizational communication (hints)
3. Third Part: Digital Communication;
Strategies, channels and digital platforms. A new type of Marketing and the consequent birth of new subjects.
4. Part Four: Brand management (IMC);
Brand and Communication, Brand strategy, global and local branding, distribution and sales.
5. Part Five: The Communication mix – Tools and vehicles for business communication-
Advertising, Public Relations, Direct Marketing, Promotions, Sales Force, Packaging, Point of Sale, Exhibitions, Social Report, Digital Communication, Emerging Aspects of the Communication Mix
6. Part Six: Planning, organization and control of communication activities;
Internal organizational skills and management, Marketing communication research, Communication budget, Communication plan.
Within the two modules of the course there will be two Project Works which will contribute to the formation of the final grade. Participation in these Project Works will give to each student the status of attending student.
Core Documentation
Attending students:• Slides and materials given in class.
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008 (chapters selection).
Not Attending students:
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008.
• POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018.
Type of delivery of the course
The course will consist of lectures, case studies, exercises (group and individual), which will lead the students attending to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works.Type of evaluation
The exam will be written, with open-ended questions for students attending and not attending. For attending students, the grade obtained in the written exam is added to the average score of the results achieved in the two project works carried out during the lesson period and presented in the classroom. teacher profile teaching materials
1. Part One: Management and communication; Communication in corporate governance, The communication process
2. Part Two: The areas of business communication;
Institutional communication, Marketing communication, Organizational communication (hints)
3. Third Part: Digital Communication;
Strategies, channels and digital platforms. A new type of Marketing and the consequent birth of new subjects.
4. Part Four: Brand management (IMC);
Brand and Communication, Brand strategy, global and local branding, distribution and sales.
5. Part Five: The Communication mix – Tools and vehicles for business communication-
Advertising, Public Relations, Direct Marketing, Promotions, Sales Force, Packaging, Point of Sale, Exhibitions, Social Report, Digital Communication, Emerging Aspects of the Communication Mix
6. Part Six: Planning, organization and control of communication activities;
Internal organizational skills and management, Marketing communication research, Communication budget, Communication plan.
Within the two modules of the course there will be two Project Works which will contribute to the formation of the final grade. Participation in these Project Works will give to each student the status of attending student.
• Slides and materials given in class.
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008 (chapters selection).
Not Attending students:
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008.
• POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018.
Programme
The course will be divided into two modules that will be about the following topics:1. Part One: Management and communication; Communication in corporate governance, The communication process
2. Part Two: The areas of business communication;
Institutional communication, Marketing communication, Organizational communication (hints)
3. Third Part: Digital Communication;
Strategies, channels and digital platforms. A new type of Marketing and the consequent birth of new subjects.
4. Part Four: Brand management (IMC);
Brand and Communication, Brand strategy, global and local branding, distribution and sales.
5. Part Five: The Communication mix – Tools and vehicles for business communication-
Advertising, Public Relations, Direct Marketing, Promotions, Sales Force, Packaging, Point of Sale, Exhibitions, Social Report, Digital Communication, Emerging Aspects of the Communication Mix
6. Part Six: Planning, organization and control of communication activities;
Internal organizational skills and management, Marketing communication research, Communication budget, Communication plan.
Within the two modules of the course there will be two Project Works which will contribute to the formation of the final grade. Participation in these Project Works will give to each student the status of attending student.
Core Documentation
Attending students:• Slides and materials given in class.
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008 (chapters selection).
Not Attending students:
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008.
• POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018.
Type of delivery of the course
The course will consist of lectures, case studies, exercises (group and individual), which will lead the students attending to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works.Type of evaluation
The exam will be written, with open-ended questions for students attending and not attending. For attending students, the grade obtained in the written exam is added to the average score of the results achieved in the two project works carried out during the lesson period and presented in the classroom. teacher profile teaching materials
1. Part One: Management and communication; Communication in corporate governance, The communication process
2. Part Two: The areas of business communication;
Institutional communication, Marketing communication, Organizational communication (hints)
3. Third Part: Digital Communication;
Strategies, channels and digital platforms. A new type of Marketing and the consequent birth of new subjects.
4. Part Four: Brand management (IMC);
Brand and Communication, Brand strategy, global and local branding, distribution and sales.
5. Part Five: The Communication mix – Tools and vehicles for business communication-
Advertising, Public Relations, Direct Marketing, Promotions, Sales Force, Packaging, Point of Sale, Exhibitions, Social Report, Digital Communication, Emerging Aspects of the Communication Mix
6. Part Six: Planning, organization and control of communication activities;
Internal organizational skills and management, Marketing communication research, Communication budget, Communication plan.
Within the two modules of the course there will be two Project Works which will contribute to the formation of the final grade. Participation in these Project Works will give to each student the status of attending student.
• Slides and materials given in class.
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008 (chapters selection).
Not Attending students:
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008.
• POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018.
Programme
The course will be divided into two modules that will be about the following topics:1. Part One: Management and communication; Communication in corporate governance, The communication process
2. Part Two: The areas of business communication;
Institutional communication, Marketing communication, Organizational communication (hints)
3. Third Part: Digital Communication;
Strategies, channels and digital platforms. A new type of Marketing and the consequent birth of new subjects.
4. Part Four: Brand management (IMC);
Brand and Communication, Brand strategy, global and local branding, distribution and sales.
5. Part Five: The Communication mix – Tools and vehicles for business communication-
Advertising, Public Relations, Direct Marketing, Promotions, Sales Force, Packaging, Point of Sale, Exhibitions, Social Report, Digital Communication, Emerging Aspects of the Communication Mix
6. Part Six: Planning, organization and control of communication activities;
Internal organizational skills and management, Marketing communication research, Communication budget, Communication plan.
Within the two modules of the course there will be two Project Works which will contribute to the formation of the final grade. Participation in these Project Works will give to each student the status of attending student.
Core Documentation
Attending students:• Slides and materials given in class.
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008 (chapters selection).
Not Attending students:
• PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008.
• POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018.
Type of delivery of the course
The course will consist of lectures, case studies, exercises (group and individual), which will lead the students attending to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works.Type of evaluation
The exam will be written, with open-ended questions for students attending and not attending. For attending students, the grade obtained in the written exam is added to the average score of the results achieved in the two project works carried out during the lesson period and presented in the classroom.