Organization and Marketing for Corporate Communication

VALENTINA MARTINO
VALENTINA MARTINO

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

To attend the course, students should have already acquired basic knowledge of communication. During the course specific bibliographic references will be suggested to acquire the necessary basic knowledge and key competences.

The didactic programme includes the following thematic modules:
Module 1 - Relational paradigm: organizations, environment, publics (24 hours)
- Basic definitions and scenarios of evolution
- Company as a system: organisation, innovation and technology
- Main areas of business communication
- The governance of the communication system
Module 2 - From policies to communication and PR channels (48 hours)
- Corporate, crisis and social communication
- Employee communication: strategies and channels
- Interpersonal communication and public speaking
- Fundamentals of business writing
- Media relations
- Company publishing and journalism
- Strategic sponsorship and events
- Corporate cultural communication and heritage
- Guidance to curriculum vitae and job interview
- Guidance to the project work
According to the above mentioned topics, one third of the course (24 hours) will be dedicated to applicative activities and in-depth insights, equally distributed between class exercitations and discussion of case studies.

Module 1 - Relational paradigm: organizations, environment, publics
- J.E. Grunig, Public (&) Relations. Teorie e pratiche delle relazioni pubbliche in un mondo che cambia, Franco Angeli, Milano, 2016;
- A. Galardi, Comunicazione d'impresa, Vita e Pensiero, Milano, 2022; students attending the course will substitute this book with a project work.

Module 2 - From policies to communication and PR channels
- Educational materials provided by teachers.
- V. Martino, Dalle storie alla storia d’impresa. Memoria, comunicazione, heritage, Bonanno, Acireale-Roma, 2013;
- A scientific paper/chapter, proposed by each student.

Didactic activities combine theoretical insights, exercitations, and discussion. In particular, in addition to frontal lessons, the didactic programme will include individual exercitations and quick evaluations, group simulations, discussion of case studies, meetings and seminars with external witnesses and experts.
Students attending the course will have also the opportunity to develop an individual or group project work, under teachers' supervision. Such experience of field research will be dedicated to a company students themselves will propose and discusse during the examination.
By means of exercitations and simulations, students will demonstrate both the ability of analysis, strategic planning and problem solving and to analyse critically concrete company experiences and case studies (also self-arranged) in the main areas of business communication, to express their critical and argumentative skills, the use of the main documental sources and tools in the sector and, not least, the capability to investigate and understand communication phenomena and their evolution in specific corporate, business, technical and and social contexts.

Attendance in the course is not obliged, but recommended especially to those students attending the first semester of master course.
It represents a necessary prerequisite for students in order to be involved in a project work and, to this purpose, will be documented during the course by students themselves.

The evaluation of the learning outcomes will be documented by means of a final oral examination (with open answers), in which students will discuss the topics examined in class and in the course's bibliography. Students attending the lessons will also discuss a communication case study autonomously investigated as project work, in order to apply the main theoretical concepts and models proposed by the course to a concrete company experience.
For students attending the lessons, the final evaluations will consider, in equal part, both the study of the programme and the quality of the applicative project work. In evaluating them, other aspect will be also considered, as a constant attendance at the course, students’ participation in seminars and meetings with experts, the involvement in class activities and, in particular, in the individual and group exercitations.

- What are the major strategic-operative sectors within corporate communication?
- How publics and stakeholders can be defined?
- What is the connection among corporate culture, identity and reputation?