Organization and Marketing for Corporate Communication

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.