Corporate and Public Administration Communication

At the end of the course the student will have developed a basic knowledge of the main corporate communication tools and the related planning methods, and will be able to set up a coordinated and synergic communication plan to cope with the different communication needs of the company: institutional , financial, organizational and marketing. In parallel, with the advertising strategies workshop, the topics concerning advertising (primary corporate communication tool), its functioning, the organization and the tools to measure its effectiveness will be analyzed. The student will learn how to effectively present his work, either by written or multimedia document or in person. And this through group exercises during the course. In addition, students will be able to understand where and how to find the information necessary to deepen and update their knowledge on their own, because during the course the sector main actors (and websites) will be mentioned: communication agencies, research bodies , trade associations and media. Advertising strategies laboratory Upon completion of the course the student will have acquired a basic knowledge of the main tools and strategies for the brand communication and the product communication, with particular reference to the brand strategy and to the advertising in the various media and channels. He will be able to understand how to build and develop an advertising campaign, in the different phases of creation and realization that compose it, starting from its strategic objectives. He will have learned to identify the target of communication, through the study of the cognitive, motivational and behavioral mechanisms that characterize it in a specific group and in relation to definite products and services. He will also have acquired a new vocabulary, an alphabet and several tools to write and read advertising and to present himself convincingly in the world of work. The student will be able to set up a communication campaign in all its phases, to present a creative idea coherent to an assigned brief and adequate to create value for the brand and the company, to effectively make and show a power point presentation in oral and public form. It will also be able to analyze, even critically, an advertising campaign and its effects on the consumer and the market, thanks to the analysis in the classroom of national and international case studies with company testimonials, laboratory tests, extemporaneous tests ongoing and works that involve the creation of video and photographic artifacts.