Business Management

Communication management is a key element in managing firms in order to pursue both consensus and legitimacy in their context. The course focuses on communication management with particular reference to marketing communication, in terms of theoretical framework, managerial tools and operational techniques, also with continuous use of case studies and project work. 1) Knowledge and understanding The course aims to transfer skills concerning communication planning, management and evaluation of communication processes. 2) Applying knowledge and understanding The acquisition of such knowledge and skills has to find concrete application in the development of useful application skills in the preparation of an integrated communication plan (with traditional and digital activities). In carrying out the plan, the theoretical notions proposed in the classroom can be applied and the ability to analyze the competitive communication context, strategic thinking and the development of operational initiatives can be developed. Finally, the students will have to acquire the necessary knowledge for the preparation of communication budget. 3) Making judgements The course aims to develop a critical ability to judge the stimuli of corporate and marketing communication; students must be able to recognize objectives, targets, creative strategy of the different types of communication. 4) Communication skills The course aims to develop the students’ ability to effectively communicate ideas during the lessons stimulating interactions and being able to present a communication plan in the classroom in front of colleagues, working not only on the proposed contents, but also on the ability to public speaking. 5) Learning skills Through the use of numerous examples, case histories and testimonies, students will be able to study independently, using personal examples that demonstrate the assimilation of theoretical concepts.