Organization and Marketing for Corporate Communication

Educational objectives

Digital technologies have radically transformed markets, thus ushering in a new era of contemporary capitalism. Through the study of issues on economic activity, on new forms of exploitation and circulation of information and digital wealth, the course aims to build and organize the ability to analyze the main problems that digital revolutions pose to law and select the reasons and the regulatory procedures suitable for governing them. To this end, the perspective adopted is the transnational one and, by virtue of the multiplicity of observation points, tends to implement the dialogue between the plurality of knowledge that structures the identity of the degree course.

The course aims to provide students with the skills to be able to carry out the activities of professional consultant in the digital communication market. At the end of the cycle of lectures and seminars, the student must be able to:
a) prepare deeds and negotiation models;
b) evaluate administrative procedures involving private interests related to the digital economy system;
c) adequately carry out jurisprudential research and critically organize the analysis of cases for application and preventive litigation purposes.

Educational objectives

1.knowledge and understanding (acquire the knowledge of the nature, the contents and the systematical articulation
of base and specialist activities and services of Public Relations and management of Sustainability, with particular
reference to social reporting guidelines)
2. applying knowledge and understanding (develop operational skills needed to apply knowledge to the concrete
implementation of specific activities in the field of Public Relations and management of Sustainability, with particular
reference to the capacity of reading, analysis, interpretation and writing of social reporting documents)
3. making judgements (acquire the capability of analysis and synthesis of situations and of reading, comprehension,
evaluation and preparation of typical written tools of Public Relations and management of Sustainability, with
particular reference to social reporting documents)
4. communication skills (acquire the capability to communicate the acquired knowledge through a related and
effective presentation of contents and the concrete implementation of activities in the fields of Public Relations and
management of Sustainability, with particular reference to the capacity to convey contents in the scope of social
reporting documents)
5. learning skills (acquire the methodology and needed references to complete and keep up-to-date own professional
competence, find associations and other proper referents, and acquire new skills in the field of Public Relations and
management of Sustainability, with particular reference to social reporting guidelines).

Educational objectives

Learning objectives

The aim of the course is to build and/or improve students’ competence in workplace, corporate, and institutional discourse. In particular, the focus of the course is on the theoretical knowledge, skills, and strategies needed to communicate in business contexts at multiple levels and across various genres and types of written and spoken texts in English. Students will be working on the analysis and on the production of different types of business texts both written (e.g. press releases, CVs, memos) and spoken (e.g. business meetings, job interviews, communication dynamics) with the aim of consolidating the acquired knowledge and experimenting its application. Specifically we will focus on the specialized language of corporate and institutional texts, their structures, audiences, and purposes. By the end of the course, students are expected to have acquired awareness of workplace discourse, its norms, and practices. They will also be able to show a working knowledge of the topics dealt with during the semester. It is expected that students will use English at the C1 level in both speech and writing.

Educational objectives

The course aims to provide students with conceptual and methodological tools developed in the field of consumer psychology, which support the degree's educational goals, especially as regards understanding the distal and proximal determinants of consumption behaviours.
In detail, the teaching objectives are as follows:

1. Knowledge and understanding. The course aims to provide adequate knowledge regarding the determinants of consumer behaviours with regard to the phases of motivation, acquisition, consumption, and disposal. The course also aims to provide an adequate understanding of how consumer behaviours should be interpreted from a situated perspective, taking into account the interactions between cultural dynamics, processes of the social construction of reality, and cognitive, motivational, affective and personality factors.

2. Ability to apply knowledge and understanding. Students will be able to contribute to communication initiatives targeting consumers, including persuasive and political communication strategies.

3. Critical and judgmental skills. The course will develop autonomy and critical judgement skills, regarding the interdependence -in the consumer experience- between psychological processes, value, power and cultural systems of reference. The various theoretical models will also be examined through collective class discussions and in-depth analyses of socially relevant issues, and challenges connected with sustainable development goals.

4. Communication skills. The learning of basic knowledge and skills will be constantly monitored and developed by means of classroom presentations and discussions in working groups.

5. Ability to pursue study independently, The course aims to provide mastery of the conceptual and methodological tools, including bibliographic databases and the various research techniques, so that students can independently develop their own research and training projects in the field.

Educational objectives

The course provides concepts, theories, and research tools for the sociological analysis of public opinion, the ways of its formation and expression, and its influence on everyday life. Expected results are the ability to draft and implement methodologically rigorous and conceptually oriented research designs (or specific research sections), with specific attention to "survey designs". The main intent is to promote the development of autonomous skills: design, analytical-conceptual, and technical-practical expertise (research design, construction of the empirical base, data analysis, and reporting).

Knowledge and understanding: The first objective of the course is to provide adequate knowledge of the conceptual and theoretical frameworks of the sociological analysis of public opinion, and a methodological preparation to design and make empirical research, also exploiting the chances offered by the Internet.

Applying knowledge and understanding: The second objective of the course is to provide the skills to use the acquired knowledge taking into account the specificities of the different empirical domains and modes of the analysis of public opinion.

Making judgments: Another specific objective of the course concerns the ability to autonomously reflect on the issues of the course, through the critical analysis of the debate and of the theoretical models, the classroom analysis, and the discussion of Italian and international empirical research on public opinion, the making of group projects to train the acquired skills.

Communication skills: the course also aims to develop skills to communicate outputs and methodological choices of research on public opinion.

Lifelong learning: through analysis and reflection on the theoretical and methodological frameworks and the making of specific projects, the course aims to provide skills and mastery of the vocabulary and of the techniques of the sociological analysis of public opinion, to get the student ready for continuing his training project.

Educational objectives

Digital technologies have radically transformed markets, thus ushering in a new era of contemporary capitalism. Through the study of issues on economic activity, on new forms of exploitation and circulation of information and digital wealth, the course aims to build and organize the ability to analyze the main problems that digital revolutions pose to law and select the reasons and the regulatory procedures suitable for governing them. To this end, the perspective adopted is the transnational one and, by virtue of the multiplicity of observation points, tends to implement the dialogue between the plurality of knowledge that structures the identity of the degree course.

The course aims to provide students with the skills to be able to carry out the activities of professional consultant in the digital communication market. At the end of the cycle of lectures and seminars, the student must be able to:
a) prepare deeds and negotiation models;
b) evaluate administrative procedures involving private interests related to the digital economy system;
c) adequately carry out jurisprudential research and critically organize the analysis of cases for application and preventive litigation purposes.

Educational objectives

1.knowledge and understanding (acquire the knowledge of the nature, the contents and the systematical articulation
of base and specialist activities and services of Public Relations and management of Sustainability, with particular
reference to social reporting guidelines)
2. applying knowledge and understanding (develop operational skills needed to apply knowledge to the concrete
implementation of specific activities in the field of Public Relations and management of Sustainability, with particular
reference to the capacity of reading, analysis, interpretation and writing of social reporting documents)
3. making judgements (acquire the capability of analysis and synthesis of situations and of reading, comprehension,
evaluation and preparation of typical written tools of Public Relations and management of Sustainability, with
particular reference to social reporting documents)
4. communication skills (acquire the capability to communicate the acquired knowledge through a related and
effective presentation of contents and the concrete implementation of activities in the fields of Public Relations and
management of Sustainability, with particular reference to the capacity to convey contents in the scope of social
reporting documents)
5. learning skills (acquire the methodology and needed references to complete and keep up-to-date own professional
competence, find associations and other proper referents, and acquire new skills in the field of Public Relations and
management of Sustainability, with particular reference to social reporting guidelines).

Educational objectives

GENERAL OBJECTIVES
The course aims to provide the skills needed to complete the educational project of the degree course, focusing on communication and advocacy planning and the knowledge of forms of civic participation, responsible consumption, and social innovation. Such knowledge, communication skills, and critical analysis skills aim to build expertise to be applied autonomously to address the innovations and trends taking place in contemporary societies.

SPECIFIC OBJECTIVES
The course intends to:

KNOWLEDGE AND UNDERSTANDING
- provide a theoretical frame to the concepts and to the most recent scenarios of the Third Sector’s communication, networked and creative activism
- study the theme of social innovation and new forms of economy and consumption such as, for example, fair trade, solidarity purchasing groups, responsible tourism, boycotting experiences, and ethical finance.
- deepen the knowledge on the subject of the cultural definition of social problems and of the processes of transformation of the widespread narratives and collective imaginary related to them.

APPLYING KNOWLEDGE AND UNDERSTANDING, MAKING JUDGEMENTS, AND COMMUNICATION SKILLS
- analyze and describe communication campaigns by institutions, enterprises, and civil society organizations. Analyse and describe the advocacy activities of social movements, participatory experiences, and active citizenship projects on those topics.
- provide the knowledge and skills necessary for the analysis and planning of communication and participation campaigns/activities through the adoption of heuristic tools of analysis and creative ideation as well as in the management of the necessary decision-making and participatory processes. Describe and present in a written, audiovisual, performative, or oral form the project realized through group work.

LEARNING SKILLS
- The set of this knowledge and skills, finally, aims to stimulate an interest in unusual and innovative actors and communication styles, as well as practices, trends, and "counter-trends" present in the world of contemporary markets or in the collective imagination; these skills are designed to be applied independently in the design of communication, marketing, and corporate social responsibility.

Educational objectives

Personnel management is a strategic process in the organization and management of companies, especially in current times in which listening to and taking care of "internal" stakeholders is crucial for the proper functioning of companies.
In this regard, the course aims to provide knowledge and skills relating to personnel management and frontal and digital communication processes in the context of Human management processes.
Within this approach, personnel management provides particular attention to diversity management, as a process of management of groups and organizations oriented towards the acceptance and enhancement of differences, considered as a potential and an added value of the organization. In particular, the course highlights the variety of differences and the way to favor their integration and inclusion at the company level, also countering any risks of mobbing and professional burnout deriving from prejudices, stereotypes, and segregation mechanisms against subjects belonging to minority groups or those with vulnerabilities. The goal is to encourage the creation of heterogeneous groups, capable of valuing differences to provide new opportunities for development and business competitiveness.
In detail, the main objectives of the course are:
provide specific knowledge on personnel management and diversity management;
apply the knowledge for the management of communication processes in support of personnel management and diversity management;
develop skills for carrying out internal climate analyses and for developing communication and human management plans;
definition of tools and strategies for organizing the work of heterogeneous groups, for assessment and inclusion;
application of skills for the development of attraction and retention of human resources;
development of critical judgment skills for the identification of original and relevant solutions with respect to the specific company context;
development of problem-solving and communication skills applied to the reference sector.