| 10593229 | ORGANIZATIONAL AND CORPORATE COMMUNICATION [SPS/08] [ITA] | 1st | 1st | 9 |
Educational objectives 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
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| 10606615 | Business management. Economics and tools [SECS-P/08] [ITA] | 1st | 1st | 9 |
Educational objectives Part I
The training objective of the course component is to provide the learner with an appropriate point of view on the decision making policies adopted by companies in the current complex transnational and digital competitive context.
The Course, on the basis of the main doctrinal approaches, describes the company, its constituent elements, its interlocutors, its principles of governance and management. In particular, it deals with the problems inherent in the governance and management of business activities from a managerial, strategic-organizational and financial point of view. Among the topics of greatest interest are: the strategic choices concerning the definition of the most suitable structure for the competition of companies in the global arena and the drivers of competitive advantage.
Upon completion, students should be able to:
1. perceive the essence of a company
2. analyze the sectoral areas within which the company operates and related peculiarities / criticalities
3. have a clear representation of the context within which management must make decisions.
4. have adequate knowledge of the set of operational tools, indicators and models to support business decisions.
Part II
The training objective of the course component is embodied in the sharing and explanation to learners of operational tools, indicators and models to support business decisions on:
to. planning, scheduling, budgeting,
b. rating,
c. budget dynamics
d. financial dynamics
is. strategic dynamics
At the end, students must be able to have an adequate knowledge of the set of operational tools, indicators and models to support business decisions.
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| 1052024 | STRATEGIC MARKETING [SECS-P/08] [ITA] | 1st | 1st | 6 |
Educational objectives 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.
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| 10611941 | SOCIAL INNOVATION SYSTEMS AND RESEARCH STRATEGIES [SPS/07] [ITA] | 1st | 2nd | 9 |
Educational objectives The aim of the course is to give students a framework for current and future problems of social innovation systems, focusing attention on the issues of complexity management.
In particular, the course aims to:
• provide the basics on the conceptual approaches and models that influence organizational action based on innovation;
• provide a series of interpretative categories to analyze the organizational configurations and understand their level of complexity/innovation
• develop critical and design skills through the realization of a project work/teamwork, also with the project management methodology;
• enhance critical communications skills during the course of lectures, seminars, and in the presentation of the works produced within the Laboratory of the didactic unit;
• in addition to the acquisition of theoretical and methodological baggage, to enable students to develop a critical competence that leads them to distinguish, to know, to co-design complex organizational systems, but also to recognize the gray areas on which to intervene to address the problematic issues of the innovation society.
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| 10611942 | BRAND COMMUNICATION [SPS/08] [ITA] | 1st | 2nd | 9 |
Educational objectives To provide students with knowledge on:
the advertising system and its players
the brand concept, its evolution, study approaches, functions for consumers, producers, and distributors, and its main dimensions (awareness, identity, image, reputation, personality, equity, etc.).
the concepts and guidelines (integration, narrative, experience, and relationship) underpinning the new advertising and brand communication.
the evolution of the role, characteristics, and functions of advertising and brand communication.
the design of an integrated communication campaign (analysis, creative brief, media plan, creativity, monitoring, and evaluation).
aesthetic and content trends in the latest advertising and integrated brand communication
pluses, minuses, and functions of the media that can be used in a communication campaign.
To provide students with the opportunity to develop skills in:
researching information and case studies to complement the knowledge acquired in the course
critical analysis of a communication campaign
recognition of the elements of a copy strategy
reading a marketing brief
reading data on the audiences of the main media
application of the main indicators of media planning
designing an integrated (brand) communication plan
designing a media plan
self-study
group work
(oral and written) communication
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| 10611943 | DIGITAL COMMUNICATION AND SOCIAL MEDIA STUDIES [SPS/08] [ITA] | 1st | 2nd | 9 |
Educational objectives The course is intended to be for students enrolled in the first year of the Degree Course Organisation and Marketing for corporate communication.
The aim of the course is to offer students theoretical knowledge and practical tools for effective analysis, monitoring, and management of digital and social media.
Through a multidisciplinary approach, comprising marketing, sociology of communication, Transmedia brand storytelling, and the analysis of the imaginary, the course aims to analyze the main areas of research and the most recent technological developments necessary to understand challenges and opportunities, risks, and threats of our current medial system. Particular attention will be paid to the analysis of social networking platforms, in order to highlight both the evolution in the management of communication and social ties and the potentiality of the applied use of social media.
1. Knowledge and understanding: The course aims to deepen the knowledge of Internet Studies, with attention to the most current lines of theoretical reflection and empirical research also affirmed in the international arena. The course is designed to provide students with specific knowledge of social media and to integrate theoretical knowledge with practical social media understanding.
2. The course aims to translate the knowledge learned in relation to Internet Studies and the logic of operation of Digital and Social Media, in specific skills compared to social media management. Attending students will be invited to design and realize a project work where they will design and manage a set of digital communication tools (ranging from blogs to different social media platforms). All these communication tools will be organized within a communication plan, designed in order to put together strategic planning, and a detailed and practical application of different communication activities.
3 – 4 – 5. Transversal skills: The course aims to transfer transversal skills that can be applied to the contemporary job market, with special attention to digital and social media. Through the analysis of business case studies and in-depth analysis dedicated to the use of digital and social media, students will acquire tools to be used within the communication sector.
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| Optional group: THREE-DIMENSIONAL MODELING | | | |
| 10612044 | INTEGRATED COMMUNICATION AND EVENT MANAGEMENT [SPS/08] [ITA] | 2nd | 1st | 9 |
Educational objectives The aim of the course is to deepen the theories and methods, processes, and techniques of Event Management, as an essential foundation for managing the communication of an event for-profit and non-profit organizations.
The course provides knowledge and skills to operate in all the organizational phases of an event: conception, planning, promotion, sponsoring, fundraising, monitoring, and evaluation, etc.
In detail, the expected learning outcomes, consistent with the objectives indicated, intend:
- provide a wealth of knowledge and understanding in the field of Event Communication Management by ensuring that the student arrives to possess:
1- knowledge of management and communication models that characterize Event Management (theories and methods);
2 - knowledge and skills necessary for carrying out planning of communication processes in the field of events for-profit and non-profit organizations;
3 - adequate knowledge for the analysis and measurement of the effectiveness of the event in terms of economic, organizational, and communicative returns, both offline and online (Customer Base Event Equity);
4 - adequate methodological knowledge aimed at developing tools for collecting and analyzing data regarding the needs and behavior of institutions, stakeholders, and users;
5 - knowledge and methodological and technical-operational skills for event communication planning;
6 - advanced knowledge and skills for the promotion and sponsorship and integrated communication campaigns;
7 - basic knowledge of marketing and promotion of the territory
- In terms of applying knowledge and understanding, at the end of the course, students must:
1 - be able to organize, coordinate and manage operational staff and be able to negotiate and manage relationships with event commissions, public administration, and profit and non-profit organizations at local, national, and international levels;
2- to know how to conceive, design and manage integrated communication plans and campaigns;
3- possess appropriate methodological skills for managing internal and external communication flows;
4-possess the skills necessary for the use of digital communication technologies to communicate with the various potential and actual user targets;
5 - possess the skills for coordinating, organizing, and managing relationships and communication with stakeholders;
5 - know how to set up and manage sponsorship plans;
6 - know how to set up, read and interpret economic, logistical, structural, and communicative feasibility plans;
7 - be able to evaluate the effectiveness of the actions and make the related "adjustments" in progress and face the "unexpected events";
8 - knowing how to manage the crisis management of an event;
9 - know how to manage the monitoring and evaluation phases and know how to package the related reports for stakeholders, sponsors, and the media;
10 - Know how to write targeted texts for the various communication and promotional needs of the event.
- The course aims to allow the making of judgments. In particular, develop capacity for:
1 - critical reading of the transformations and the processes that define the context and the feasibility of an event;
2 - collection and evaluation of the information to be examined, evaluated, and monitored to estimate the feasibility and effectiveness levels of the actions envisaged and undertaken;
3 - formulate opinions on the effectiveness of management models and communication processes typical of the promotion of an event;
4 - estimate the effectiveness of marketing, advertising, and promotion actions to identify the most suitable processes, techniques, and instruments;
5- know how to make decisions for the implementation of integrated communication projects.
- Among the main communication skills developed during the course are:
1 - to know how to communicate effectively, differentiating techniques and strategies by virtue of the different reference actors: management, human resources, potential and actual clients, stakeholders, institutions and government, etc.;
2 - know how to discuss problems and solutions, apply negotiation techniques and problem-solving;
3 - know how to present and promote the event;
4 - know how to package reporting;
5 - know how to listen to partners, competitors, and stakeholders to optimize the collaboration with the various stakeholders.
- Finally, the course aims to contribute to developing the learning skills, especially for:
1 - develop a method of study and work through which to carry out research and in-depth analysis both for their own training and updating;
2 - have the ability to increase their knowledge, as a form of continuous updating;
3 - know how to consult bibliographic sources, both in Italian and in English, to update their skills;
4 - be able to identify the most advanced tools for measuring and evaluating the event, starting from the knowledge of the most current models and techniques;
5 - have the ability to refine the relational and negotiation techniques based on experience and comparison in the field.
Through the study of case histories and the creation of a dedicated laboratory, students will be able to combine the acquisition of theoretical knowledge, with the experimentation of knowledge, methods, and techniques. They provide for the realization of projects, exercises, and comparisons in the classroom with witnesses.
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| AAF1985 | Stages and traineeships [N/D] [ITA] | 2nd | 1st | 3 |
Educational objectives Students can carry out the following activities:
• an external or internal internship at Sapienza structures, of at least 75 hours for 3 credits, regularly activated according to the procedures established by law and Sapienza regulations, for which please refer to the following page https://web.uniroma1.it/coris /teaching/internships/external-internships . It should be noted that the student can carry out a second internship period (equal to 3 AAF1985 credits), compared to the 6 CFU one (AAF1176), at a different company or at the same one as long as the educational objectives of the project are different from the internship to be 6 credits;
• attendance of additional or professionalizing university training and higher education courses related to the main topics of the course (business organisation, marketing and communication). These courses must include a final test and/or the issue of a certificate proving the activity carried out and the number of hours completed;
• participation in extracurricular research activities carried out under the coordination of a professor teaching at the relevant study course or at another Master's degree course of the Faculty of Political Sciences, Sociology, Communication (duly documented and requiring a commitment of at least 75 hours of work);
• attendance at data design, processing and analysis courses held at the Corislab structure of the Department of Communication and Social Research (duly documented). In this case, attendance at at least four courses and participation in the related exercises are required;
• participation in the activities carried out at the Radio Sapienza structure of the Department of Communication and Social Research (duly documented and in any case not less than 75 hours).
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| 10612042 | DATA ANALYSIS [SPS/07] [ITA] | 2nd | 1st | 6 |
Educational objectives EDUCATIONAL OBJECTIVES
The course is designed to provide students with knowledge and skills, basic and advanced, aimed at statistical data analysis. Through the use of specifically dedicated software, the application of innovative teaching strategies (learning by doing¸ problem solving, cooperative learning, etc.) and the enhancement of experiences and testimonies of professionals in the field (variously connected with institutions, associations, companies), the objective is to transmit practical knowledge and critical awareness in: selecting and querying accredited statistical sources; preparing and checking data; analyzing and synthesizing data at different levels and in a comparative key; interpreting and communicating results; and reporting.
1. Knowledge and Understanding
The course aims to provide the skills necessary to be able to consciously use differentiated techniques of quantitative data analysis. Students will be guided through a shrewd descriptive statistics course that will enable them to use data from external sources (secondary data analysis); construct a data matrix; check/evaluate and analyze data; interpret results; and consciously use the most appropriate graphical-tabular representation techniques.
2. Ability to Apply Knowledge and Understanding
Upon completion of the course, the student will be able to navigate the use of basic and advanced data analysis procedures; know how to appropriately choose the most relevant forms of representation; know how to make use of secondary data and metadata; and know how to interpret the results of such analyses.
3. Critical and Judgmental Skills
The student will acquire the ability to develop an analysis plan and to determine the appropriateness of the data and statistical techniques applied in relation to the analysis objectives.
4. Ability to communicate what has been learned
Through constant classroom exercises and the performance of group project works, the student will be able to describe, including in the context of public presentation/discussion opportunities, the rationale for the analyses performed and to communicate the results concisely and effectively, using appropriate and rigorous language.
5. Ability to continue studying independently
The student will be able to apply, in an original way, descriptive statistical techniques to any thematic domain of interest. In addition, he/she will be able to independently update and expand his/her knowledge by appropriately selecting databases, official reports and sources. Finally, he/she will be able to autonomously interpret the results of research already carried out in differentiated domains, developing a critical reading and comparative skills. The skills he/she will acquire will be fully expendable in business and marketing research (corporate and brand positioning strategies; customer satisfaction; reputation analysis of companies, brands, products/services, etc.).
6. Expected Outcomes:
The student will learn, from a theoretical and application perspective, the main techniques of descriptive statistics to independently and consciously perform data analysis and to appropriately and effectively communicate the results of such analysis.
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| Elective course [N/D] [ITA] | 2nd | 2nd | 9 |
Educational objectives With a view to greater flexibility of the training path, students have various options for identifying exams of the student's choice:
- exams which are alternative to each other in the educational path, excluding those selected as characterizing in the definition of one's study path;
- exams present in the address that the student did not choose in his/her educational path;
- exams offered by the department, faculty and university boards as long as they are similar to the educational objectives of the course of study.
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| AAF1176 | FOR STAGES AND INTERNSHIPS AT COMPANIES, PUBLIC OR PRIVATE BODIES, PROFESSIONAL ORDERS
[N/D] [ITA] | 2nd | 2nd | 6 |
Educational objectives Students can ask the internship office for recognition of 6 credits (150 hours), code "AAF1176 - FOR INTERNSHIPS AND INTERNSHIPS IN COMPANIES, PUBLIC OR PRIVATE BODIES, PROFESSIONAL ORDERS", expected in the second year, following the carrying out of the following activities :
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· a work activity of a qualified level (i.e. whose duties are at least at the level of a three-year degree), duly proven by a regular employment contract (permanent, fixed-term or project-based);
· an external or internal internship at Sapienza structures, of at least 75 hours for 3 credits, regularly activated according to the procedures established by law and Sapienza regulations, for which please refer to the page https://web.uniroma1.it/coris/ teaching/internships/external-internships
· the voluntary national civil service
- collaboration grant at Sapienza facilities
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| AAF1013 | Final exam [N/D] [ITA] | 2nd | 2nd | 15 |
Educational objectives The final exam allows the student to:
- knowledge and understanding of the processes and contents of the organization, communication and business relationships;
- to develop applying knowledge and understanding through the deepening of methodological skills suitable for the creation of communication products and promotional campaigns of public administration, companies and non-profit organizations; to possess appropriate methodological skills for managing internal and external communication flows of companies, public bodies and companies and third sector organizations.
- The drafting of the final test is also useful to making judgments because it allows:
1 - be able to gather information and evaluate it through the knowledge and experimentation of the instruments of analysis, evaluation and measurement learned;
2 - be able to make judgments about the effectiveness of organizational models and management processes initiated by a company with respect to its corporate communication objectives;
3- have the ability to make decisions for the implementation of integrated communication projects.
It also encourages the development of communication skills because it requires being able to communicate effectively, differentiating techniques and strategies by virtue of the different reference actors: management, human resources, potential and actual customers, consumers, stakeholders, institutions and government agencies, non-profit organizations.
Finally, it promotes the development of learning skills as it allows:
1 - develop a method of study and work through which to carry out research and in-depth analysis both for their own training and for their own updating;
2 - have the ability to increase their knowledge, as a form of continuous updating, through moments of group experimentation and autonomous areas of study, research and planning;
3 - have the ability to consult bibliographic sources, both in Italian and in English, to update their skills.
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| AAF1981 | BUSINESS LABORATORY ENGLISH
[N/D] [ENG] | 2nd | 2nd | 3 |
Educational objectives General Learning Objectives:
The objective of the course is to contribute to the education of the future professionals who will be able to interact in international contexts and to use written and spoken English, along with specialized lexicon and specific pragmatic competence as effective work tools, both in reception and in production. The course aims at encouraging students' learning autonomy and evaluative capabilities through a series of tools that will allow them to analyze and critically evaluate various text typologies.
Specific Objectives:
1. Knowledge and Learning: The course will start at a general English (B1+/B2) upper-intermediate level and should reach a C1/C1+ level, especially as regards the analysis of specialised texts and materials. Students are therefore expected to have an intermediate level of English at the beginning of the course.
2. Ability to apply knowledge acquired: Students are encouraged to study the theoretical aspects of the language and do various types of activities manly dealing with academic English, and the use of English in business, marketing and promotional language. This allows students to apply their theoretical knowledge through the use of specific study techniques and exercises, such as oral presentations and the writing of a paper.
3. Students’ ability to evaluate texts: Students are particularly encouraged to become autonomous learners and to develop their critical abilities in the analysis of various types of texts and their content. They should be able to assess their own performance and that of their colleagues.
4. Communicative ability: Through an interactive didactic approach, students are encouraged to actively participate in class activities through the use of presentations and discussions. This will help to improve their communication skills in English and to develop and apply what they have learnt during the course.
5. Student learning autonomy: By the end of the course, students will be expected to have acquired a good level of specialized language. This knowledge will allow them to understand specialized texts, to produce texts and to communicate efficiently by using appropriate English forms. These tools are also intended to encourage students to become autonomous learners so that they can progress in the acquisition of specialized English lexis on their own. Moreover, these tools will be particularly useful to students in their future work environment.
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| Optional group: New group | | | |
