Organization and Marketing for Corporate Communication

BARBARA MAZZA
BARBARA MAZZA

The course aims to deepen the role of communication in the companies starting from the main theoretical models in relation to management policies and advanced paradigms of integrated corporate communication.
The course aims to provide advanced knowledge and skills for the of communication management: the development of integrated communication, the enhancement of initiatives implemented in the territory, the incentive of partnerships and sponsorship, the creation of networks to the diffusion of social solidarity, the event management, the different and innovative forms of promotion, etc.
The course aims to provide information on innovative strategies and application solutions, including through the study of case histories.

In detail, the expected learning outcomes, consistently with the indicated objectives, intend to:
- provide a wealth of knowledge and advanced skills in the field of organizational and corporate communication by ensuring that the student has:
1- an in-depth knowledge and understanding of the processes and contents of the organization, communication and business relations;
2 - knowledge and skills necessary to carry out planning, design and management of communication processes both offline and online;
3 - skills necessary for the integrated management of corporate and brand communication, also in relation to the aspects that integrate internal and external communication with Corporate Social Responsibility profiles;
4 - adequate methodological knowledge aimed at developing tools for the collection and analysis of data regarding the needs and behaviors of users and consumers, stakeholders and competitors;
5 - methodological and technical-operational knowledge and skills for the preparation of business communication plans;
6 - advanced knowledge and skills related to corporate and organizational communication.
- In application terms, at the end of the course, students must:
1 - knowing how to organize, coordinate and manage organizational communication and know how to negotiate and manage relations with institutions, public bodies, profit and non-profit organizations at local, national and international level;
2- knowing how to conceive, design and manage corporate communication plans and campaigns;
3- possess methodological skills suitable for the management of integrated communication flows;
4-possess the necessary skills for the use of digital communication technologies for the management of communication processes with the various targets of potential and actual users;
5 - possess strong skills in coordinating, organizing and managing relationships and communication processes both within organizations and among stakeholders;
6 - know how to evaluate the effectiveness of actions and make the related "adjustments" during construction and face the "unforeseen" (crisis management);
- The course intends to allow the development of independent judgment. In particular, develop the ability to:
1 - critical reading of the transformations and processes that define the context in which a company operates and the various intervening variables that affect the environment and the business system through an accurate knowledge of the organizational, economic, technological and social aspects;
2 - collection and evaluation of the information to be examined, evaluated and monitored to estimate the levels of feasibility and effectiveness of the actions planned and undertaken;
3 - formulate judgments on the effectiveness of management models and relational, media and digital communication communication processes;
4 - estimate the effectiveness of communication actions to identify the most suitable processes, techniques and tools;
5- knowing how to make decisions for the implementation of integrated business communication projects.
- The main communication skills developed during the course include:
1 - knowing how to communicate effectively, differentiating techniques and strategies by virtue of the various reference actors: management, human resources, potential and actual customers, stakeholders, institutions and governmental bodies, non-profits, competitors;
2 - knowing how to discuss problems and solutions, apply negotiation and problem solving techniques;
3 - knowing how to present and promote corporate communication projects and products;
4 - know how to package contents;
5 - knowing how to listen to partners, competitors and stakeholders to optimize collaboration with the various actors involved in the organization of the event.
- Finally, the course intends to contribute to developing the autonomous learning ability, especially for:
1 - develop a study and work method through which to independently carry out research and insights for both

In detail, the expected learning outcomes, consistently with the objectives indicated, include:
- provide a wealth of advanced knowledge and skills in the sector of organizational and corporate communication, ensuring that the student comes to possess:
- an in-depth knowledge and ability to understand the processes and contents of organisation, communication and business relations;
- knowledge and skills necessary to carry out planning, design and management of communication processes both offline and online;
- skills necessary for the integrated management of corporate and brand communication, also in relation to the aspects that integrate internal and external communication with Corporate Social Responsibility profiles;
- adequate methodological knowledge aimed at developing tools for the collection and analysis of data regarding the needs and behaviors of users and consumers, stakeholders and competitors;
- methodological and technical-operational knowledge and skills for the drafting of corporate communication plans;
- advanced knowledge and skills relating to corporate and organizational communication.
In application terms, at the end of the course, students will have to:
1 - know how to organize, coordinate and manage organizational communication and know how to negotiate and manage relationships with institutions, public bodies, profit and non-profit organizations at a local, national and international level;
2- know how to conceive, design and manage corporate communication plans and campaigns;
3- possess methodological skills suitable for managing integrated communication flows;
4-possess the necessary skills for the use of digital communication technologies for the management of communication processes with the different targets of potential and actual users;
5 - possess strong skills in coordinating, organizing and managing relationships and communication processes both within organizations and between stakeholders;
6 - knowing how to evaluate the effectiveness of actions and make the relevant "adjustments" during the work and deal with "unforeseen events" (crisis management);
The course aims to allow the development of independent judgement. In particular, develop skills in:
1 - critical reading of the transformations and processes that define the context in which a company operates and the various intervening variables that impact the environment and the business system through an accurate knowledge of the organisational, economic, technological and social aspects;
2 – collection and evaluation of information to be examined, evaluated and monitored to estimate the levels of feasibility and effectiveness of the actions planned and undertaken;
3 - formulate judgments regarding the effectiveness of management models and relational, media and digital communication communication processes;
4 - estimate the effectiveness of communication actions to identify the most suitable processes, techniques and tools;
5- knowing how to make decisions for the implementation of integrated corporate communication projects.
Among the main communication skills developed during the course are:
1 - knowing how to communicate effectively, differentiating techniques and strategies by virtue of the different reference actors: management, human resources, potential and actual customers, stakeholders, institutions and government bodies, non-profits, competitors;
2 - knowing how to discuss problems and solutions, apply negotiation and problem solving techniques;
3 - knowing how to present and promote projects and corporate communication products;
4 - knowing how to package content;
5 – knowing how to listen to partners, competitors and stakeholders to optimize collaboration with the various actors involved in the event organization phase.
Finally, the course intends to contribute to developing autonomous learning ability, especially for:
1 - develop a study and work method through which to independently carry out research and in-depth studies both for one's own training and for one's updating;
2 - have the ability to increase one's knowledge, as a form of continuous updating, through moments of group experimentation and autonomous spaces for study, research and planning;
3 - know how to consult bibliographic sources, both in Italian and English, to update one's skills;
4 - knowing how to identify the most advanced tools for measuring and evaluating communication actions, starting from knowledge of the most current models and techniques;
5 - have the ability to refine relational and negotiation techniques based on experience and comparison in the field.

To better address the contents of the teaching, it is good that the student has already acquired basic knowledge of communication. In any case, the course suggests a reference thesis to acquire the necessary basic knowledge:
 Livolsi M., Manuale di Sociologia della comunicazione, Laterza, Roma-Bari, 2007
 McQuail D., Sociologia dei media, Il Mulino, Bologna, 2007
 Morcellini M., Comunicazione e media, Egea, Milano 2013
 Volli U., Il nuovo libro della comunicazione. Che cosa significa comunicare: idee, tecnologie, strumenti, modelli, Il Saggiatore, Milano, 2010

After a brief theoretical excursus on the evolution of management and communication principles and models, the course explores the most advanced paradigms of organizational and corporate communication.
The course includes the analysis of case studies and the experimentation of methods and techniques for defining the planning phases of communicative actions.
Students will have to demonstrate, through exercises and simulations, the ability to deal with planning situations, as well as crisis resolution and communication emergencies, and the propensity to manage complexity and take positions through the use of problem-solving. The analysis of concrete cases and the application of knowledge to specific operational situations through the design of communication processes are functional to verify the ability to understand and re-elaborate the techniques and strategies learned, to demonstrate the autonomy of judgment and the ability management of communication processes.
Specifically, the course is organized in three complementary and intersecting modules:
1 - Theoretical approaches and discussion of case studies: this module is in turn organized into sub-modules. The first is of a theoretical nature, aimed at providing basic knowledge on the fundamentals and evolution of the discipline; the others are dedicated to deepening the macro-dimensions in which business communication is articulated.
2 - The second module provides for the carrying out of exercises dedicated to the main macro-dimensions of organizational and corporate communication
3 - The third module involves setting up and implementing a project work in which to experiment with the knowledge learned.

to be defined

The didactic activities are organized face to face and in a blended way as follows:
-Lessons in presence aimed at the acquisition of knowledge and the ability to learn;
-Discussion and analysis of cases in the presence of individual and / or group exercises aimed at verifying the ability to understand and develop independent judgment and application skills;
- Group exercises aimed in blended mode to develop independent judgment, application skills, and communication skills;
-Setting and checking the progress of group work in blended mode aimed at developing independent judgment, communication skills, application skills, and the ability to learn.
Attending students must be present at the exercises and activities planned in the classroom in the presence of the methods indicated by the teacher.

Attending students must be present at the exercises and activities planned in the classroom in the presence of the methods indicated by the teacher.

The final judgment is the result of a series of assessments aimed at verifying the different learning outcomes:
Attending students
Bonus = average of the score of the exercises (0-5) and the case study (0-2)
Project work = up to a maximum of 10 points: A (9-10) – B (6-8) – C (3-5) – D (2-4) - E(0-1)
Written test up to a maximum of 15 points: up to 1: poor - from 2 to 5: insufficient 6: not at all sufficient - 7: just sufficient - 8: sufficient - 9: more than sufficient - 10: fully sufficient - 11: almost fair - 12: fair - 13: good - 14: more than good - 15: excellent

The final evaluation is given by the sum of the scores obtained from the different tests.
Written test Non-attending students
A+ (30 cum laude) excellent test in all its parts;
A (29-30): very good test;
B (27-28): good test;
C (24-26): fair test;
D (18-23): barely sufficient test;
E (up to 17): test failed because most of the answers are insufficient, incomplete or incorrect.

in the process of being defined