Corporate and Public Administration Communication

Educational objectives

Mainly, the course aims to provide students with the basic theoretical and conceptual tools of Sociology of Cultural Processes in order that these ones can understand clearly the relationships between social structure and symbolic production.
The teaching is also addressed to achieve specific aims, that are the following:
- transmit knowledge useful for a critical analysis of socio-cultural phenomena, aimed at tackling the excessive simplification produced by traditional and new media (Dublin Descriptor: Knowledge and Understanding);
- applicate some theoretical knowledges in the empirical analysis of specific social contexts and cultural objects (Dublin Descriptor: Applying Knowledge and Understanding);
- help students express autonomous judgments from stereotypes that usually orient the interpretation of socio-cultural transformations connected to the intensification of economic globalization and digital revolution (Dublin Descriptor: Making Judgements);
- transmit a specialized language, that will improve students’ ability of public speaking (Dublin Descriptor: Communication);
- make students build a cultural baggage that will help them learn additional knowledges concerning social and communication sciences at the next courses (Dublin Descriptor: Lifelong Learning Skills).

Educational objectives

Formative goals
The course aims at transmitting to the students the basis of the most important lines of thinking, within which the notion of scientific method develops and strengthens, in particular with reference to the social sciences. This knowledge is, in fact, necessary to a critical learning of the fundamental methodological categories, in order to make social-scientific analyses which are correct from a procedural point of view.
The course aims at giving to the students the necessary knowledge about the main questions at the base of the processes of production of social-scientific knowledge, in particular with reference to the validity of inference, the objectivity of scientific knowledge, the reference to values, and the distinction between the scientific knowledge and the other forms of knowledge.
The student will, therefore, be able to: 1) understand how the discussion about the above points was born, and has been developed, from the historical-cultural point of view; 2) use properly references to the above points, from the linguistic-conceptual point of view; 3) apply operatively these notions, both on the level of the design and of the evaluation of actual social-scientific analyses; 4) further develop the study of the above notions, and the reflection on them.
The learning capabilities will be ascertained by several written tests, and one oral test. By these tests, the student will evaluate and discuss with the teacher the level of learning he has reached, and improve it.

Educational objectives

The Course is aimed at students of the Degree Course in Public and Enterprise Communication. The course aims to develop a reflection on the role and pervasiveness of communication in contemporary society, on the one hand through the examination of the contribution that social sciences have given to the foundation of communication sciences, on the other hand through the study of communication as a scientific object. Considerable space is devoted to the analysis of the relationship between the origin and the development of means of communication and the main cultural and institutional change of the modern world. A special attention is also devoted to understand the role played by communication in representing and anticipating the changing postmodern environment. 1. Knowledge and understanding: The course aims to spread the knowledge of the main theories on communication, through the critical analysis of the paradigms, definitions and models of communication, as well as the main elements of the communication process. Specific focuses concern the link between communication and the practices of daily life, the development of the paradigms of mediated socialization, the media and extramedic consumption behaviors of young people, the ethical and experiential transformations linked to the ever wider access to interactive network technologies. A historical and theoretical reconstruction of the transformation in the exercise and control of power and the redefinition of the public-private dichotomy is also offered. 2. Ability to apply knowledge and understanding: The course aims to transfer mastery over the lexicon and knowledge about the theoretical models of mass communication. During the lessons, students are invited to participate in public speaking debates and exercises in relation to the main topics covered during the course. 3 – 4 – 5. Transversal skills: The course aims to develop a reflection on the role and pervasiveness of communication in contemporary society, on the one hand through the examination of the contribution that the social sciences have given to the foundation of communication sciences, on the other through the study of communication as a scientific object.

Educational objectives

The aim of the course is to develop an adequate mastery and awareness of communication processes from the psychological perspective.

Specific objectives:
1. Knowledge and understanding: the first goal of the course is to introduce students to the main themes of social and communication psychology, highlighting the areas of study, vocabulary and methodologies of the discipline: to this end the course will address classical studies and fundamental approaches. Current perspective and recent developments will be introduced as well.

2. Applying knowledge and understanding: the second specific goal of the course is being able to apply the acquired knowledge to problems concerning communication, and to develop arguments in the light of the contribution provided by psychology, and social psychology in particular, to understanding the processes of communication also taking into account the change of perspective brought in the discipline from dialogic, rhetorical and discursive perspectives.

3. Making judgements
4. Communication Skills
Further specific objectives of the course concern the ability to analyse and reflect autonomously on issues of social relevance in light of the theoretical-methodological tools provided by the course, these objectives will be pursued through targeted small group activities of analysis, writing and presentation in the classroom.

Expected results: students will develop, starting from lectures, knowledge related to the main topics of social and communication psychology, and will acquire through practical exercises and thematic investigation new skills and mastery of the fields of study, the vocabulary and the methodologies of the discipline.

Educational objectives

The students will receive the fundamental computer science topic skills to face problems of low and medium complexity in this field. The knowledge will be sufficient to allow the understanding of technological and digital elements due to the mental approach received from the course.

Educational objectives

The course aims to offer to the students the conceptual and methodological tools for a critical knowledge of the past and its complex and changing relationships with the present time.
The general goal of the course is to transfer to the student the ability to problematize and contextualize, in a long-term framework, the analysis of the political-institutional, social and cultural processes of the contemporary age, stimulating a constant and close comparison between the historical method and the disciplines that concur to widen its visual angle and to enrich its analytical-conceptual instrumentation: mainly the sciences of the social and cultural processes, political and juridical-institutional sciences, social psychology, political philosophy, anthropology, sciences of language.
A more specific objective of the course is to provide students, within the framework of the more general knowledge and the multidisciplinary vision described above, an adequate basic knowledge of the history of information systems and of the cultural industry in the age of the 'public' and 'global networks', with particular attention to the political, social and cultural dimension of the relationship between communication and power.
At the end of the learning process the student will have to demonstrate knowledge and ability to understand history as a study of long-term change, in order to develop adequate and discerning skills in the analysis of social, political and cultural contexts, to raise awareness look at the diversity of the points of view on social reality, to develop a complex and problematic approach to the increasingly global and interconnected society of our time.
The student will then have to demonstrate his ability to face complex issues in the field of contemporary history, mainly in its international, political-institutional, socio-cultural dimensions, and, more specifically, in the social history of the media and the relationship between power and communication, with the support of advanced textbooks, seminar meetings, multimedia resources.
The student must also demonstrate that he is able to apply the acquired knowledge in a competent and reflective way, both to conceive and support arguments, and to solve problems in his field of study. It will therefore have to show itself capable of gathering and systematizing data, as well as selecting, cross-checking and analyzing information sources, organizing them in a congruent manner, establishing links and logical links to support his own reasoning skills and a more mature individual critical sense.
The study of contemporary history is consequently indispensable also in order to acquire, in line with the educational objectives of the degree course in Public and business communication, both general and specific communication and expressive abilities, in the face of the student's more general need to be endowed with that cultural sensitivity essential to dialectical confrontation, to relational activity in public and private organizations and institutions, in problem solving activities.

Educational objectives

1) The purpose of the course is to impart to the students the knowledge of the main institutes of private law and to inform them about the juridical problems that involve the world of communication also in comparison to the digital sector, to whom is dedicated a specific book to study. These knowledges allow the students to understand the decisions adopted by jurisdictional authorities by a critical approach.
2) The students that will have attended the course and succeeded their exam will be able to know the system of sources of national, European and international law, as well as the main juridical problems that involve the world of communication. Students will be able to implement the knowledges acquired to understand the matters that involve the privacy, the balance between the freedom of the press and the right to be forgotten, the relationship between big data and individual rights, the fake news, etc.
3) Over the course, the students will be called to think about the decisions adopted by the Italian and European jurisprudence to implement the autonomy of judgement about the specific cases in-depth studied, as well as the ability to marry and criticize.
4) The final exam consists in an oral test and for students it represents the opportunity to show the knowledge learnt, the acquired ability to communicate and marry and the technical and expositive speech.
5) Over the course the students will be called to examine jurisprudential and bibliographic materials so that they learn an adequate knowledge of the subjects studied.

Educational objectives

Course objectives:
By studying Fundamentals of Economics, students should learn some basic knowledge of Economics, master fundamental economic concepts and use economic theories to analyze micro- and macroeconomic phenomena in our daily life. In particular, the aim of the course is to provide students with a basic understanding of:

• the principles of demand, supply, and market price and quantity determination;

• the behavior of individual consumers and businesses in response to market forces

• the functioning of an economic system, the interactions among the main macroeconomic variables and the role of fiscal and monetary policies.

Educational objectives

The general objective of the course is to provide the first, essential, conceptual and operational tools for designing and conducting an empirical research in relation to social phenomena with relevance.
Knowledge and understanding of the acquisition of social research procedures, techniques and tools.
Applying knowledge and understanding: acquired in relation to the design of distinct social research designs, based on specific cognitive objectives.
Making judgments: regarding the choice and decision processes that underlie the adoption of specific social research operational strategies.
Communication skills in the exposition and argumentation of the procedural procedure related to social research drawings and in the interpretation of the empirical evidences achieved, as well as in relation to the moments of interaction with the study subjects.
Learning skills aimed at transmitting the ability of students to study and re-elaborate study materials in order to acquire autonomy in subsequent advanced studies and aimed at an increasingly autonomous management of social research paths.
Expected results: It is expected that the student at the end of the course will be able to design a social research, as well as to work with some of the main techniques for collecting and analyzing qualitative and quantitative data.

Educational objectives

According to the expected learning outcomes of the Study Programme, the Course of General Semiotics aims at providing students with the basic concepts and tools of Semiotics for the analysis and production of texts in the field of Public Communication. The main part of the course will regard origins and development of contemporary Semiotics as a basic knowledge to understand the role of this subject in the field of communication and language sciences. Another part will be dedicated to analyze specific communicative products (mainly about advertising, newspapers information, political communication) in order to improve the abilities to produce and analyze different kinds of texts for different kinds of addressees.

At the end of the course the student will demonstrate:

A. to know the main theories of contemporary semiotics and their specific terminology, and to understand their origins and developments in the field of contemporary human and social sciences (oral exam about knowledge and understanding);

B. to be able to select and apply the semiotic tools to the analysis of different types of text, taking in account different types of receivers (oral exam about applying knowledge and understanding);

D. to be able to communicate in a clear way the issues of the course, using the appropriate terminology (oral exam about the communication skills);

E. to be able to go into the issues of the course with autonomous in-depth studies, starting from the debates carried out in the classroom and the given bibliographic suggestions (learning skills).

Educational objectives

The hours making up the course are based on practical exercises carried out by an English mother-tongue ‘lettore’.

The main course objective is to consolidate and extend students’ abilities in all four language skills in English (Speaking, Listening, Reading, and Writing), to enable them to cope more effectively with, not only specialized genres pertinent to the three year degree course - journalism, social and communication sciences, business and economics -, but also those texts and contexts students are likely to meet in their future professions.
1. Knowledge and Learning: Presuming students will start at a general English B1 level (according to the Common European Framework of Reference for Languages, or CEFR), the primary objective of the course is to bring students up to a B2 level (according to CEFR) in some of the skills and in specialized areas relevant to the degree course and beyond by adopting an applied linguist approach to learning, that is, meaning is activated by context, with linguistic elements being presented in a variety of texts and contexts.
2. Ability to apply knowledge acquired: the second objective is of the course is to provide students with adequate theoretical principles of English, accompanied with ample opportunity to apply theory to practice through a variety of means.
3. Student autonomy: another objective is to foster student autonomy in their learning, where students are encouraged, not only to develop specific study skills, but also to assess their own performance through comparison of their own work and model answers.
4. Communicative ability: to foster students’ communicative ability in English, student participation during the course is actively encouraged, through discussion and assessment of genres, and debates, as is a sense of critical analysis of their own performance and output, and those of their peers.

2. Ability to apply knowledge acquired: the second objective is of the course is to
provide students with adequate theoretical principles of English, accompanied with ample opportunity to apply theory to practice through a variety of means.

3. Student autonomy: another objective is to foster student autonomy in their learning, where students are encouraged, not only to develop specific study skills, but also to assess their own performance through comparison of their own work and model answers.

4. Communicative ability: to foster students’ communicative ability in English, student participation during the course is actively encouraged, through discussion and assessment of genres, and debates, as is a sense of critical analysis of their own performance and output, and those of their peers.

5. Learning strategies: overall, the lessons and practical exercises aim to provide the students with both the means to continue to independently progress in their knowledge and application of English, and a flexibility of approach to adapt their language knowledge and learning to the different contexts they will meet in their future professions.

Expected results: at the end of the course, students are expected to have extended their knowledge and application of specialized genres in English, more fully understanding intended messages, and also being able to use appropriate forms to communicate in a clear and more efficient manner.

Educational objectives

The primary aim of the classi s to bring all the studens to an equal and intermediate level in written and spoken Spanish competences. This objective will be realized through theoretical lectures and grammar lessons of the language, and through practical exercises in class.

Educational objectives

The course aims to provide in-depth knowledge and concepts related to media theories. It also provides tools to analyze the forms of communication that take place in digital platforms, with particular attention to Social Network Sites, the process of convergence of traditional media with Ip based technologies and the underlying socio-cultural practices.
1. KNOWLEDGE AND UNDERSTANDING
The course aims to develop knowledge on 1) vocabulary and theoretical models of communication, with particular reference to digital media environments and formats and their evolution up to platforms (publishing, distribution, social networking), 2) the user experience that characterizes the non-linear view of audiovisual content; 3) socio-cultural transformations affecting the "connected" society. This knowledge provides a solid basis for understanding the evolution of communication in the phase of media convergence
2. APPLIED KNOWLEDGE AND UNDERSTANDING
The application part of the course aims to develop specific skills with respect to 1) social media and community management, using the analysis of case studies and social campaigns proposed by different brands on various platforms and 2) raising awareness in the use of digital platforms' services.
3. MAKING JUDGEMENTS
Specific focus and discussion will be dedicated to the economic, political and social impacts of the media platforms in daily life. The aim is to increase autonomy of judgement and critical ability with regard to relevant issues that raise social alarm.
4. COMMUNICATION
Attending studentes will be invited to produce a short oral presentation, which may be accompanied by slides: a project for a social campaign or the analysis of a case study related to a specific platform, product or content.
5. LIFELONG LEARNING SKILLS
The specific lexicon of the discipline, the socio-communicative phenomena related to cultural practices in the use of digital media, the bibliographic references provided during the course, and the set of case studies used to support the theories exposed, will constitute a basic knowledge that students can easily deepen and decline according to their cultural interests or professional needs.

Expected results
Students will develop new skills and knowledge in theories, language and methodologies specific to the discipline. The skills acquired also ensure sufficient autonomy in the professional field

Educational objectives

The course aims to provide students with the conceptual and methodological tools to understand and examine the origins, characteristics, subjects and main changes of socio-economic organizations in contemporary societies.
The attention is paid, on the one hand, to changes in the structures and processes of work organization, with reference to the impact of technology on human work and to the conditions of consent given by the worker for his/her contribution; on the other hand, to the dynamics of capitalism and of the labor market, with particular reference to the personal and social consequences of flexibility, in terms of sustainability, unemployment and new forms of inequality. The focus will be on the Italian situation, in a perspective of comparison with the European and international level.

The specific objectives of the discipline include:

1) the knowledge and comprehension of fundamental theories and concepts elaborated by sociological reflection on the main changes of institutions and processes related to socio-economic organizations, with a special regard to capitalism and the labor market;

2) the capacity to interpret qualitative and quantitative data for the critical reading of institutions and socio-economic processes, with specific attention to the possibility of referring it to personal and eventually professional experience;

3) the ability to exercise critical thinking and communicate what it has been learned, both through the attendance of lectures and seminars and through the active participation to debates and working groups;

4) the capacity to continue the study autonomously, through the acquisition of a working method based on the cultivation of intellectual curiosity, systematic analysis and questioning of social representations coming from common sense and public discourse about the topics covered by the course.

Educational objectives

The course is designed to provide students with knowledge and skills to perform statistical analysis and to use quantitative information related to a wide range of social, economic and cultural issues.

1-Knowledge and understanding:
The course aims to provide student with the necessary knowledge :
- to retrieve data from national and international statistical sources;
- to analyze them using descriptive statistics techniques:
- to interpret the results of these analyzes.
The student will understand that the data are the products of complex production processes and therefore metadata are necessary for the interpretation of statistics.

2- Applying knowledge and understanding
The student will be able:
- to choice the appropriate statistical sources,
- to apply descriptive statistical techniques in the socio-cultural, socio-economic and political fields;.
- to interpret the results of these analyzes.

3. Making judgements
The student will acquire critical skills to establish the adequacy of the data as well as of the applied statistical techniques, in relation to the objectives of the analysis..

4. Communication skills
Through classroom exercises and examples taken from the sources, the student will be able to describe the logic of the analyzes performed and to communicate the results, using an appropriate and rigorous language.

5. Learning skills
Through the presentation of statistical databases by national and international sources, the student will be able to update or expand his knowledge by independently drawing on data and applying descriptive statistical techniques to any domain of interest.

Expected results:
The student will know the main statistical sources and the main descriptive statistics techniques to carry out secondary analyzes independently and to communicate the results.

Educational objectives

The aim of the course and the laboratory is to develop an adequate mastery and awareness of the theoretical and methodological framework of public communication in the communication sciences and in the sociology of organizations. Specific objectives: 1. Knowledge and understanding: the first goal is to provide students with a knowledge of the models, typologies, vocabulary, fields of application and the main techniques of public communication. 2. Applying knowledge and understanding: the second goal is to be able to apply the acquired knowledge to the areas of public communication both as regards the structures and the construction of tools and products (eg analysis of public relations offices models, drafting of a communication plan, drafting of a press release, analysis of the main characteristics of a message). 3.Making judgements: the third objective concerns the ability to analyze and reflect on areas and applications of public communication and organizational models, through exercises on analyzing public communication campaigns, the drafting of group projects and the classroom discussion of specific models and communication products. 4. Communication skills: the fourth objective is to develop an adequate mastery of the ability to communicate in public what has been learned, through the drafting of projects, the analysis of models and communication products and the presentation of results in the classroom. 5. Lifelong learning: students will develop - through lessons, laboratory activities and talks given by experts -, basic knowledge on the theoretical framework, fields of application and tools of public communication, with particular reference to the Italian and European context, acquiring new skills and mastery of the studied themes, through exercises, thematic analysis, drafting and presentation of projects.

Educational objectives

The aim of the course and the laboratory is to develop an adequate mastery and awareness of the theoretical and methodological framework of public communication in the communication sciences and in the sociology of organizations. Specific objectives: 1. Knowledge and understanding: the first goal is to provide students with a knowledge of the models, typologies, vocabulary, fields of application and the main techniques of public communication. 2. Applying knowledge and understanding: the second goal is to be able to apply the acquired knowledge to the areas of public communication both as regards the structures and the construction of tools and products (eg analysis of public relations offices models, drafting of a communication plan, drafting of a press release, analysis of the main characteristics of a message). 3.Making judgements: the third objective concerns the ability to analyze and reflect on areas and applications of public communication and organizational models, through exercises on analyzing public communication campaigns, the drafting of group projects and the classroom discussion of specific models and communication products. 4. Communication skills: the fourth objective is to develop an adequate mastery of the ability to communicate in public what has been learned, through the drafting of projects, the analysis of models and communication products and the presentation of results in the classroom. 5. Lifelong learning: students will develop - through lessons, laboratory activities and talks given by experts -, basic knowledge on the theoretical framework, fields of application and tools of public communication, with particular reference to the Italian and European context, acquiring new skills and mastery of the studied themes, through exercises, thematic analysis, drafting and presentation of projects.

Educational objectives

The aim of the course and the laboratory is to develop an adequate mastery and awareness of the theoretical and methodological framework of public communication in the communication sciences and in the sociology of organizations. Specific objectives: 1. Knowledge and understanding: the first goal is to provide students with a knowledge of the models, typologies, vocabulary, fields of application and the main techniques of public communication. 2. Applying knowledge and understanding: the second goal is to be able to apply the acquired knowledge to the areas of public communication both as regards the structures and the construction of tools and products (eg analysis of public relations offices models, drafting of a communication plan, drafting of a press release, analysis of the main characteristics of a message). 3.Making judgements: the third objective concerns the ability to analyze and reflect on areas and applications of public communication and organizational models, through exercises on analyzing public communication campaigns, the drafting of group projects and the classroom discussion of specific models and communication products. 4. Communication skills: the fourth objective is to develop an adequate mastery of the ability to communicate in public what has been learned, through the drafting of projects, the analysis of models and communication products and the presentation of results in the classroom. 5. Lifelong learning: students will develop - through lessons, laboratory activities and talks given by experts -, basic knowledge on the theoretical framework, fields of application and tools of public communication, with particular reference to the Italian and European context, acquiring new skills and mastery of the studied themes, through exercises, thematic analysis, drafting and presentation of projects.

Educational objectives

The aim of the course is to equip the students with the minimum knowledge necessary to analyze and understand consumer markets, in the highly competitive framework firms must face today.The point of view is that of the private-owned enterprise competing in a differentiated oligopoly market. We study manufacturing enterprises, without neglecting the specifics of services industries.
The framework of reference is that defined by the combined arrangement of globalization and technological revolution

knowledge and understanding
Students will learn fundamentals of economics and business management, will be able to frame them in the relevant macroeconomic coordinates (consumption, business investment, public spending, import-export balance), will understand the basics of microeconomics (economic functions of the players and their relationships) in order to put everything in the appropriate framework. The first part of the course is dedicated to the achievement of this goal which, of course, given the students' curriculum, will be achieved by adopting a descriptive approach and by simplifying the concepts to the essential.
Then, the student will be led to understand marketing management principles and objectives. The key concept of value will be stressed. The student will become aware of the conceptual and methodological system underlying each strategy and the consequent operation. The second part of the course is dedicated to achieve this goal. Formal lectures will be integrated with thematic seminars, held by qualified testimonials.
Great care, throughout the course, is given to the acquisition of the technical language of the discipline, recently renewed by the digital revolution.

applying knowledge and understanding
It is expected that students, at the end of the course, will be able to independently analyze markets, understanding what the business goals are, and the complexity of management

making judgements
It is the definitive aim of the course. The selection of themes, the breadth of the observation field, respond exactly to the ultimate goal of providing the student with an independent judgment, based on the data and facts that can be found.

communication skills
The number of students in the classroom does not allow the experiment of an active teaching oriented to develop communication skills. Nevertheless it is the teacher's constant care to try to stimulate the debate in the classroom and describe the tools to support the communication of concepts. The final exam test, in the part of the closed questions (multiple choice) is however oriented to verify the possession of the technical vocabulary of the discipline - indispensable for the purpose of a correct expression of the student's values.

learning skills
During the lessons the main information resources on markets are introduced (official data sources, specialized websites and / or focused on marketing, etc.) and, at the end of the course, the best ways to undertake higher-level studies on marketing will be detailed.

Educational objectives

1. Knowledge and understanding:
The student will deepen the concepts of politics, as well as the functioning of contemporary political systems, Italian and international.

2. Applying knowledge and understanding:
The student will acquire the tools to better understand the contemporary political context and activate forms of participation.

3. Making judgements:
The student will develop critical and judgmental skills through the organization of discussion forums in the classroom, with political scholars and political consultants.

4. Communication skills:
The communication skills are expressed in the organization of study groups for the preparation of papers that will be presented in the classroom and will be the subject of debates among the students.

5. Learning skills:
At the end of the course, the student will be able to autonomously explore the issues analyzed through the consultation of political sources and reports of specialized research institutions.

Educational objectives

Depending on the student's autonomous choice of the courses, knowledge and skills will be acquired that are useful for integrating and diversifying the educational path.

Educational objectives

KNOWLEDGE AND UNDERSTANDING
1. To know and understand the main sociological approaches to the theme of consumption, the notions of traditional consumption (action responding to needs; action introducing distinctions between members and groups of society; action aimed at structuring the cultural order of society; consequence of advertising persuasion, etc.) and the social, economic, psychological and anthropological aspects of consumption behaviour.
2. Knowing and understanding principles, theories, concepts, terms, rules, procedures, methods, techniques relating to the area of study of consumption, national and international consumption styles, cultural patterns of consumption (individual and collective), new forms of organisation of collective consumption and their values.
1. Recognising and managing the complexity of consumer behaviour, identifying determinants and patterns of choice, analysing socio-cultural trends influencing lifestyles and consumption experience.
APPLIED KNOWLEDGE AND UNDERSTANDING
1. Applying knowledge of sociology of consumption to complete tasks and solve theoretical or practical problems in the field of consumption (e.g. design a questionnaire, reading and interpreting statistical data, defining a communication plan).
2. Identifying patterns of consumption behaviour in specific case studies and constructing buyer/user personas of specific products and services
AUTONOMY OF JUDGEMENT
1. To acquire the ability to critically evaluate consumption processes, their meanings and the contradictions characterising consumption in contemporary societies.
COMMUNICATION
1. To communicate clearly and competently the acquired knowledge to experienced and inexperienced audiences.
LEARNING SKILLS
1. To develop learning skills that allow independent study and self-directed research of data and content.

Educational objectives

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.

Educational objectives

The path of the three-year study ends with the execution of a final test. This definition also wants to point out the terminological distinction
compared to the traditional degree thesis (masterly or old pre-reform regulation), which is undoubtedly a more complex research for duration and for
commitment.
The final exam aims to summarize the training acquired by the student over the three years. The purpose is to attest to the achievement of
an adequate mastery, on the one hand, of the disciplinary knowledge characterizing the course of study; on the other, of the capacity for argumentation and writing, of management
of the documentary sources and, last but not least, of autonomous planning intervention.
The final exam represents, therefore, an experience aimed at enhancing the nature of the three-year degrees as basic training for future professionals of the
communication.