Organization and Marketing for Corporate Communication

FABIOLA SFODERA
FABIOLA SFODERA
CECILIA GRIECO
CECILIA GRIECO

1.1. Object

The course deals with the issue of strategic corporate governance, with particular reference to the management of market problems. The course also performs a function of connection between the basic knowledge of marketing - acquired during the three-year - and a path of consolidation and specialist study on the issues of market management, in line with the Degree Course.

The reference phenomenal context is the current market competition, characterized by high international interdependence and by the pervasive presence of science.

The course also intends to help homogenize the level of knowledge of the discipline by placing in the first year of the Degree in Organization and Marketing for Business Communication and addressing students from different three-year courses.


1.2 Specific Object
1.2.1 Knowledge and understanding
Acquire awareness of the concept of market strategy: a critical knowledge of strategic marketing, its evolutionary phases, the role in corporate governance, the processes for defining and implementing strategies.

1.2.2 Applying knowledge and understanding
At the end of the course, the student will be able to discern the different corporate strategies - corporate and business level - the related marketing and organizational implications. This analytical ability will be accompanied by the possession of the skills necessary to formulate a strategic market project.

1.2.3 Making judgements
Students are encouraged to develop critical and judgmental skills, to communicate what has been learned and to continue the work independently through the inclusion of case studies, benchmarking analysis and/or analysis of cases and testimonials by the marketing managers. Specifically, the case histories analysis stimulates students to debate and discuss the topics dealt with to develop critical judgment. The ability that is further stimulated through the classroom debate aimed at analyzing the marketing strategies implemented by companies, starting from the analysis of the demand (actual and potential), of the products, of the brand and the competition.

1.2.4 Communication skills
The ability to communicate what has been learned is stimulated both through the debate with testimonials and through the presentation in the classroom of insights made by students on the teacher's stimulus, concerning the strategies, operations or tactics implemented by companies in different economic sectors.


1.2.5 Learning skills
The insights (point 4), as well as the case studies, require students' autonomous homework. Their development implies the study of theoretical concepts and their subsequent practical implementation.

For students not attending the course, critical skills and study autonomy are stimulated through focus, case histories and examples contained in the textbook, also accompanied by exercises and other focuses available online.