Organization and Marketing for Corporate Communication

Educational objectives

Learning objectives

The aim of the course is to build and/or improve students’ competence in workplace, corporate, and institutional discourse. In particular, the focus of the course is on the theoretical knowledge, skills, and strategies needed to communicate in business contexts at multiple levels and across various genres and types of written and spoken texts in English. Students will be working on the analysis and on the production of different types of business texts both written (e.g. press releases, CVs, memos) and spoken (e.g. business meetings, job interviews, communication dynamics) with the aim of consolidating the acquired knowledge and experimenting its application. Specifically we will focus on the specialized language of corporate and institutional texts, their structures, audiences, and purposes. By the end of the course, students are expected to have acquired awareness of workplace discourse, its norms, and practices. They will also be able to show a working knowledge of the topics dealt with during the semester. It is expected that students will use English at the C1 level in both speech and writing.

Educational objectives

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.

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.

Educational objectives

GENERAL OBJECTIVES
The course aims to provide the skills needed to complete the educational project of the degree course, focusing on communication and advocacy planning and the knowledge of forms of civic participation, responsible consumption, and social innovation. Such knowledge, communication skills, and critical analysis skills aim to build expertise to be applied autonomously to address the innovations and trends taking place in contemporary societies.

SPECIFIC OBJECTIVES
The course intends to:

KNOWLEDGE AND UNDERSTANDING
- provide a theoretical frame to the concepts and to the most recent scenarios of the Third Sector’s communication, networked and creative activism
- study the theme of social innovation and new forms of economy and consumption such as, for example, fair trade, solidarity purchasing groups, responsible tourism, boycotting experiences, and ethical finance.
- deepen the knowledge on the subject of the cultural definition of social problems and of the processes of transformation of the widespread narratives and collective imaginary related to them.

APPLYING KNOWLEDGE AND UNDERSTANDING, MAKING JUDGEMENTS, AND COMMUNICATION SKILLS
- analyze and describe communication campaigns by institutions, enterprises, and civil society organizations. Analyse and describe the advocacy activities of social movements, participatory experiences, and active citizenship projects on those topics.
- provide the knowledge and skills necessary for the analysis and planning of communication and participation campaigns/activities through the adoption of heuristic tools of analysis and creative ideation as well as in the management of the necessary decision-making and participatory processes. Describe and present in a written, audiovisual, performative, or oral form the project realized through group work.

LEARNING SKILLS
- The set of this knowledge and skills, finally, aims to stimulate an interest in unusual and innovative actors and communication styles, as well as practices, trends, and "counter-trends" present in the world of contemporary markets or in the collective imagination; these skills are designed to be applied independently in the design of communication, marketing, and corporate social responsibility.

Educational objectives

Personnel management is a strategic process in the organization and management of companies, especially in current times in which listening to and taking care of "internal" stakeholders is crucial for the proper functioning of companies.
In this regard, the course aims to provide knowledge and skills relating to personnel management and frontal and digital communication processes in the context of Human management processes.
Within this approach, personnel management provides particular attention to diversity management, as a process of management of groups and organizations oriented towards the acceptance and enhancement of differences, considered as a potential and an added value of the organization. In particular, the course highlights the variety of differences and the way to favor their integration and inclusion at the company level, also countering any risks of mobbing and professional burnout deriving from prejudices, stereotypes, and segregation mechanisms against subjects belonging to minority groups or those with vulnerabilities. The goal is to encourage the creation of heterogeneous groups, capable of valuing differences to provide new opportunities for development and business competitiveness.
In detail, the main objectives of the course are:
provide specific knowledge on personnel management and diversity management;
apply the knowledge for the management of communication processes in support of personnel management and diversity management;
develop skills for carrying out internal climate analyses and for developing communication and human management plans;
definition of tools and strategies for organizing the work of heterogeneous groups, for assessment and inclusion;
application of skills for the development of attraction and retention of human resources;
development of critical judgment skills for the identification of original and relevant solutions with respect to the specific company context;
development of problem-solving and communication skills applied to the reference sector.

Educational objectives

The course provides the concepts, theories and techniques for managing communication in the field of public relations and lobbying. The expected results include the ability to design and develop communication materials to support the representation of interest for companies and institutions.

Educational objectives

Digital technologies have radically transformed markets, thus ushering in a new era of contemporary capitalism. Through the study of issues on economic activity, on new forms of exploitation and circulation of information and digital wealth, the course aims to build and organize the ability to analyze the main problems that digital revolutions pose to law and select the reasons and the regulatory procedures suitable for governing them. To this end, the perspective adopted is the transnational one and, by virtue of the multiplicity of observation points, tends to implement the dialogue between the plurality of knowledge that structures the identity of the degree course.

The course aims to provide students with the skills to be able to carry out the activities of professional consultant in the digital communication market. At the end of the cycle of lectures and seminars, the student must be able to:
a) prepare deeds and negotiation models;
b) evaluate administrative procedures involving private interests related to the digital economy system;
c) adequately carry out jurisprudential research and critically organize the analysis of cases for application and preventive litigation purposes.

Educational objectives

1. Knowledge and understanding (acquire knowledge relating to the nature, contents and systematic articulation of Sustainability management activities, with particular reference to the guidelines for the drafting of social reporting documents)
2. Ability to apply knowledge and understanding (develop operational skills that allow the application of knowledge to the concrete performance of specific activities in the field of Sustainability management, with particular reference to the ability to read, analyze, interpret and draft social reporting documents);
3. Critical and judgmental skills (acquire the ability to analyze and summarize situations and to read, understand, evaluate and draft written tools typical of Sustainability management, with particular reference to social reporting documents);
4. Communication skills (acquire the ability to communicate the knowledge learned verbally and in writing through a relevant and effective presentation of the contents and the concrete implementation of activities in the field of Sustainability management, with particular reference to the ability to convey contents within the social reporting documents);
5. Learning ability (acquire the methodology and references necessary to complete and update one's professionalism, find associations and other suitable interlocutors and acquire new skills in the field of Sustainability management, with particular reference to the guidelines for social reporting documents).

Educational objectives

The course provides the concepts, theories and techniques for managing communication in the field of public relations and lobbying. The expected results include the ability to design and develop communication materials to support the representation of interest for companies and institutions.