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Curriculum(s) for 2025 - Organization and Marketing for Corporate Communication (33626)

Single curriculum

1st year

LessonSemesterCFUSSDLanguage
10593229 | ORGANIZATIONAL AND CORPORATE COMMUNICATION1st9SPS/08ITA

Educational objectives

The course aims to deepen the role of communication in the companies starting from the main theoretical models in relation to management policies and advanced paradigms of integrated corporate communication.
The course aims to provide advanced knowledge and skills for the of communication management: the development of integrated communication, the enhancement of initiatives implemented in the territory, the incentive of partnerships and sponsorship, the creation of networks to the diffusion of social solidarity, the event management, the different and innovative forms of promotion, etc.
The course aims to provide information on innovative strategies and application solutions, including through the study of case histories.

In detail, the expected learning outcomes, consistently with the indicated objectives, intend to:
- provide a wealth of knowledge and advanced skills in the field of organizational and corporate communication by ensuring that the student has:
1- an in-depth knowledge and understanding of the processes and contents of the organization, communication and business relations;
2 - knowledge and skills necessary to carry out planning, design and management of communication processes both offline and online;
3 - skills necessary for the integrated management of corporate and brand communication, also in relation to the aspects that integrate internal and external communication with Corporate Social Responsibility profiles;
4 - adequate methodological knowledge aimed at developing tools for the collection and analysis of data regarding the needs and behaviors of users and consumers, stakeholders and competitors;
5 - methodological and technical-operational knowledge and skills for the preparation of business communication plans;
6 - advanced knowledge and skills related to corporate and organizational communication.
- In application terms, at the end of the course, students must:
1 - knowing how to organize, coordinate and manage organizational communication and know how to negotiate and manage relations with institutions, public bodies, profit and non-profit organizations at local, national and international level;
2- knowing how to conceive, design and manage corporate communication plans and campaigns;
3- possess methodological skills suitable for the management of integrated communication flows;
4-possess the necessary skills for the use of digital communication technologies for the management of communication processes with the various targets of potential and actual users;
5 - possess strong skills in coordinating, organizing and managing relationships and communication processes both within organizations and among stakeholders;
6 - know how to evaluate the effectiveness of actions and make the related "adjustments" during construction and face the "unforeseen" (crisis management);
- The course intends to allow the development of independent judgment. In particular, develop the ability to:
1 - critical reading of the transformations and processes that define the context in which a company operates and the various intervening variables that affect the environment and the business system through an accurate knowledge of the organizational, economic, technological and social aspects;
2 - collection and evaluation of the information to be examined, evaluated and monitored to estimate the levels of feasibility and effectiveness of the actions planned and undertaken;
3 - formulate judgments on the effectiveness of management models and relational, media and digital communication communication processes;
4 - estimate the effectiveness of communication actions to identify the most suitable processes, techniques and tools;
5- knowing how to make decisions for the implementation of integrated business communication projects.
- The main communication skills developed during the course include:
1 - knowing how to communicate effectively, differentiating techniques and strategies by virtue of the various reference actors: management, human resources, potential and actual customers, stakeholders, institutions and governmental bodies, non-profits, competitors;
2 - knowing how to discuss problems and solutions, apply negotiation and problem solving techniques;
3 - knowing how to present and promote corporate communication projects and products;
4 - know how to package contents;
5 - knowing how to listen to partners, competitors and stakeholders to optimize collaboration with the various actors involved in the organization of the event.
- Finally, the course intends to contribute to developing the autonomous learning ability, especially for:
1 - develop a study and work method through which to independently carry out research and insights for both
10606615 | Business management. Economics and tools1st9SECS-P/08ITA

Educational objectives

Part I

The training objective of the course component is to provide the learner with an appropriate point of view on the decision making policies adopted by companies in the current complex transnational and digital competitive context.
The Course, on the basis of the main doctrinal approaches, describes the company, its constituent elements, its interlocutors, its principles of governance and management. In particular, it deals with the problems inherent in the governance and management of business activities from a managerial, strategic-organizational and financial point of view. Among the topics of greatest interest are: the strategic choices concerning the definition of the most suitable structure for the competition of companies in the global arena and the drivers of competitive advantage.

Upon completion, students should be able to:

1. perceive the essence of a company
2. analyze the sectoral areas within which the company operates and related peculiarities / criticalities
3. have a clear representation of the context within which management must make decisions.
4. have adequate knowledge of the set of operational tools, indicators and models to support business decisions.

Part II

The training objective of the course component is embodied in the sharing and explanation to learners of operational tools, indicators and models to support business decisions on:
to. planning, scheduling, budgeting,
b. rating,
c. budget dynamics
d. financial dynamics
is. strategic dynamics
At the end, students must be able to have an adequate knowledge of the set of operational tools, indicators and models to support business decisions.
1052024 | STRATEGIC MARKETING1st6SECS-P/08ITA

Educational objectives

1.1. Object

The course deals with the issue of strategic corporate governance, with particular reference to the management of market problems. The course also performs a function of connection between the basic knowledge of marketing - acquired during the three-year - and a path of consolidation and specialist study on the issues of market management, in line with the Degree Course.

The reference phenomenal context is the current market competition, characterized by high international interdependence and by the pervasive presence of science.

The course also intends to help homogenize the level of knowledge of the discipline by placing in the first year of the Degree in Organization and Marketing for Business Communication and addressing students from different three-year courses.

1.2 Specific Object
1.2.1 Knowledge and understanding
Acquire awareness of the concept of market strategy: a critical knowledge of strategic marketing, its evolutionary phases, the role in corporate governance, the processes for defining and implementing strategies.

1.2.2 Applying knowledge and understanding
At the end of the course, the student will be able to discern the different corporate strategies - corporate and business level - the related marketing and organizational implications. This analytical ability will be accompanied by the possession of the skills necessary to formulate a strategic market project.

1.2.3 Making judgements
Students are encouraged to develop critical and judgmental skills, to communicate what has been learned and to continue the work independently through the inclusion of case studies, benchmarking analysis and/or analysis of cases and testimonials by the marketing managers. Specifically, the case histories analysis stimulates students to debate and discuss the topics dealt with to develop critical judgment. The ability that is further stimulated through the classroom debate aimed at analyzing the marketing strategies implemented by companies, starting from the analysis of the demand (actual and potential), of the products, of the brand and the competition.

1.2.4 Communication skills
The ability to communicate what has been learned is stimulated both through the debate with testimonials and through the presentation in the classroom of insights made by students on the teacher's stimulus, concerning the strategies, operations or tactics implemented by companies in different economic sectors.

1.2.5 Learning skills
The insights (point 4), as well as the case studies, require students' autonomous homework. Their development implies the study of theoretical concepts and their subsequent practical implementation.

For students not attending the course, critical skills and study autonomy are stimulated through focus, case histories and examples contained in the textbook, also accompanied by exercises and other focuses available online.
10611943 | DIGITAL COMMUNICATION AND SOCIAL MEDIA STUDIES1st9SPS/08ITA

Educational objectives

The course is intended to be for students enrolled in the first year of the Degree Course Organisation and Marketing for corporate communication.

The aim of the course is to offer students theoretical knowledge and practical tools for effective analysis, monitoring, and management of digital and social media.

Through a multidisciplinary approach, comprising marketing, sociology of communication, Transmedia brand storytelling, and the analysis of the imaginary, the course aims to analyze the main areas of research and the most recent technological developments necessary to understand challenges and opportunities, risks, and threats of our current medial system. Particular attention will be paid to the analysis of social networking platforms, in order to highlight both the evolution in the management of communication and social ties and the potentiality of the applied use of social media.

1. Knowledge and understanding: The course aims to deepen the knowledge of Internet Studies, with attention to the most current lines of theoretical reflection and empirical research also affirmed in the international arena. The course is designed to provide students with specific knowledge of social media and to integrate theoretical knowledge with practical social media understanding.

2. The course aims to translate the knowledge learned in relation to Internet Studies and the logic of operation of Digital and Social Media, in specific skills compared to social media management. Attending students will be invited to design and realize a project work where they will design and manage a set of digital communication tools (ranging from blogs to different social media platforms). All these communication tools will be organized within a communication plan, designed in order to put together strategic planning, and a detailed and practical application of different communication activities.

3 – 4 – 5. Transversal skills: The course aims to transfer transversal skills that can be applied to the contemporary job market, with special attention to digital and social media. Through the analysis of business case studies and in-depth analysis dedicated to the use of digital and social media, students will acquire tools to be used within the communication sector.
10620878 | BRAND COMMUNICATION STRATEGIES2nd9SPS/08ITA

Educational objectives

LEARNING OBJECTIVES

- Provide students with knowledge about: the concept of brand, its evolution and communication strategies; the advertising system and its players; approaches to studying brands, their functions for consumers, producers, and distributors, and their main dimensions (awareness, identity, image, reputation, personality, equity, etc.); the concepts and guidelines (integration, narrative, experience, and relationship) underlying contemporary integrated brand communication; the evolution of the role, characteristics, and functions of advertising and integrated brand communication.
Additionally, students will acquire knowledge about: the development phases of an integrated communication campaign (situational analysis, development of a creative brief, design of a media plan, creative development, monitoring, and evaluation); aesthetic and content trends related to the most recent advertising and integrated brand communication; advantages, disadvantages, and functions of the media that can be used in a communication campaign.
- Provide students with the opportunity to develop research skills for information and case studies to supplement the knowledge acquired during the course.
- Provide students with competencies related to: critical analysis of communication campaigns; recognition of the elements of a copy strategy; reading a marketing brief; interpreting audience data for the main communication media; application of the main media planning indicators; designing an integrated (brand) communication plan; designing a media plan.
- Strengthen students' capabilities in independent study, group work, and communication (oral and written) of acquired knowledge and any developed projects.

LEARNING OUTCOMES
Upon completion of the course, students will have acquired the following competencies:

Knowledge and Understanding
Mastery of the main theoretical models related to brand communication
Understanding of individualization dynamics and belonging in the context of contemporary consumption
Knowledge of various brand management strategies and their historical evolution

Applied Competencies
Ability to critically analyze case studies in brand communication
Skills in designing brand positioning and brand identity strategies
Competencies in brand storytelling and content creation

Transversal Competencies
Capacity for interdisciplinary interpretation of advertising communication phenomena
Critical thinking in analyzing relationships between brands and socio-cultural changes
Problem-solving abilities applied to contemporary brand strategy challenges

Learning Results
Upon completion of the course, students will be able to:

- Analyze brand positioning in relation to cultural context and target audience
- Develop brand communication strategies consistent with the identity dynamics of contemporary consumers
- Design and implement effective brand storytelling plans across various channels and touchpoints
- Critically evaluate the social and cultural impact of brand communication strategies
- Integrate theoretical knowledge related to individualization and social belonging into strategic brand planning
10620880 | STRATEGIC RESEARCH FOR INNOVATIVE ORGANIZATIONS2nd9SPS/07ITA

Educational objectives

The objective of the course is to provide students with interpretative categories and advanced research tools suitable for empirically analyzing the organizational models and practices of entities/companies, in different sectors, characterized by a high level of complexity and innovation.
In particular, the course aims to:
• suggest the fundamental models and conceptual approaches useful for guiding the management of innovation-oriented organizations/transmit the interpretative categories for the analysis of organizational configurations and the understanding of their level of complexity/innovation;
• training in the conscious and competent use of research strategies suitable for analyzing, in their different configurations and dimensions, organizational practices and models characterized by high levels of complexity/innovation;
• stimulate critical and planning skills through project work/group work, applying and enhancing the interpretative categories and research strategies learned;
• enhance the ability to communicate critically during the lessons/seminars and in the presentation of the work prepared as part of the teaching unit Laboratory;
• in addition to transferring a theoretical-methodological background, to enable students to distinguish, understand and co-design complex organizational systems, but also to recognize the grey areas on which to intervene to address problematic issues typical of the innovation society.
INSTITUTIONAL RELATIONS AND LEGAL SYSTEMS

2nd year

LessonSemesterCFUSSDLanguage
AAF1981 | BUSINESS LABORATORY ENGLISH 1st3ENG

Educational objectives

General Learning Objectives:

The objective of the course is to contribute to the education of the future professionals who will be able to interact in international contexts and to use written and spoken English, along with specialized lexicon and specific pragmatic competence as effective work tools, both in reception and in production. The course aims at encouraging students' learning autonomy and evaluative capabilities through a series of tools that will allow them to analyze and critically evaluate various text typologies.

Specific Objectives:

1. Knowledge and Learning: The course will start at a general English (B1+/B2) upper-intermediate level and should reach a C1/C1+ level, especially as regards the analysis of specialised texts and materials. Students are therefore expected to have an intermediate level of English at the beginning of the course.

2. Ability to apply knowledge acquired: Students are encouraged to study the theoretical aspects of the language and do various types of activities manly dealing with academic English, and the use of English in business, marketing and promotional language. This allows students to apply their theoretical knowledge through the use of specific study techniques and exercises, such as oral presentations and the writing of a paper.

3. Students’ ability to evaluate texts: Students are particularly encouraged to become autonomous learners and to develop their critical abilities in the analysis of various types of texts and their content. They should be able to assess their own performance and that of their colleagues.

4. Communicative ability: Through an interactive didactic approach, students are encouraged to actively participate in class activities through the use of presentations and discussions. This will help to improve their communication skills in English and to develop and apply what they have learnt during the course.

5. Student learning autonomy: By the end of the course, students will be expected to have acquired a good level of specialized language. This knowledge will allow them to understand specialized texts, to produce texts and to communicate efficiently by using appropriate English forms. These tools are also intended to encourage students to become autonomous learners so that they can progress in the acquisition of specialized English lexis on their own. Moreover, these tools will be particularly useful to students in their future work environment.
AAF1985 | Stages and traineeships1st3ITA

Educational objectives

Students can carry out the following activities:

• an external or internal internship at Sapienza structures, of at least 75 hours for 3 credits, regularly activated according to the procedures established by law and Sapienza regulations, for which please refer to the following page https://web.uniroma1.it/coris /teaching/internships/external-internships . It should be noted that the student can carry out a second internship period (equal to 3 AAF1985 credits), compared to the 6 CFU one (AAF1176), at a different company or at the same one as long as the educational objectives of the project are different from the internship to be 6 credits;
• attendance of additional or professionalizing university training and higher education courses related to the main topics of the course (business organisation, marketing and communication). These courses must include a final test and/or the issue of a certificate proving the activity carried out and the number of hours completed;
• participation in extracurricular research activities carried out under the coordination of a professor teaching at the relevant study course or at another Master's degree course of the Faculty of Political Sciences, Sociology, Communication (duly documented and requiring a commitment of at least 75 hours of work);
• attendance at data design, processing and analysis courses held at the Corislab structure of the Department of Communication and Social Research (duly documented). In this case, the number of courses (and related practice sessions) is regulated by the Degree Program.
• participation in the activities carried out at the Radio Sapienza structure of the Department of Communication and Social Research (duly documented and in any case not less than 75 hours).
Elective course2nd9ITA

Educational objectives

With a view to greater flexibility of the training path, students have various options for identifying exams of the student's choice:
- exams which are alternative to each other in the educational path, excluding those selected as characterizing in the definition of one's study path;
- exams present in the address that the student did not choose in his/her educational path;
- exams offered by the department, faculty and university boards as long as they are similar to the educational objectives of the course of study.
AAF1176 | FOR STAGES AND INTERNSHIPS AT COMPANIES, PUBLIC OR PRIVATE BODIES, PROFESSIONAL ORDERS 2nd6ITA

Educational objectives

Students can ask the internship office for recognition of 6 credits (150 hours), code "AAF1176 - FOR INTERNSHIPS AND INTERNSHIPS IN COMPANIES, PUBLIC OR PRIVATE BODIES, PROFESSIONAL ORDERS", expected in the second year, following the carrying out of the following activities :
·
· a work activity of a qualified level (i.e. whose duties are at least at the level of a three-year degree), duly proven by a regular employment contract (permanent, fixed-term or project-based);
· an external or internal internship at Sapienza structures, of at least 75 hours for 3 credits, regularly activated according to the procedures established by law and Sapienza regulations, for which please refer to the page https://web.uniroma1.it/coris/ teaching/internships/external-internships
· the voluntary national civil service
- collaboration grant at Sapienza facilities
AAF1013 | Final exam2nd15ITA

Educational objectives

The final exam allows the student to:
- knowledge and understanding of the processes and contents of the organization, communication and business relationships;
- to develop applying knowledge and understanding through the deepening of methodological skills suitable for the creation of communication products and promotional campaigns of public administration, companies and non-profit organizations; to possess appropriate methodological skills for managing internal and external communication flows of companies, public bodies and companies and third sector organizations.
- The drafting of the final test is also useful to making judgments because it allows:
1 - be able to gather information and evaluate it through the knowledge and experimentation of the instruments of analysis, evaluation and measurement learned;
2 - be able to make judgments about the effectiveness of organizational models and management processes initiated by a company with respect to its corporate communication objectives;
3- have the ability to make decisions for the implementation of integrated communication projects.
It also encourages the development of communication skills because it requires being able to communicate effectively, differentiating techniques and strategies by virtue of the different reference actors: management, human resources, potential and actual customers, consumers, stakeholders, institutions and government agencies, non-profit organizations.
Finally, it promotes the development of learning skills as it allows:
1 - develop a method of study and work through which to carry out research and in-depth analysis both for their own training and for their own updating;
2 - have the ability to increase their knowledge, as a form of continuous updating, through moments of group experimentation and autonomous areas of study, research and planning;
3 - have the ability to consult bibliographic sources, both in Italian and in English, to update their skills.
ANALYSIS AND DESIGN
OPTIONAL GROUP: STRATEGY DEVELOPMENT AND IMPLEMENTATION
INNOVATION AND BUSINESS RELATIONSHIPS

Optional groups

The student must acquire 9 CFU from the following exams
LessonYearSemesterCFUSSDLanguage
10600162 | Legal system in the digital market1st2nd9IUS/01ITA

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.
10612040 | SUSTAINABILITY AND SOCIAL REPORTING1st2nd9SPS/11ITA

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).
10612046 | LOBBYING AND DEMOCRATIC GOVERNANCE1st2nd9SPS/08ITA

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.
The student must acquire 9 CFU from the following exams
LessonYearSemesterCFUSSDLanguage
10612120 | BUSINESS STRATEGY2nd1st9SECS-P/08ITA

Educational objectives

The training objective of the course component is to provide the learner with an appropriate point of view on the decisions and strategic trajectories adopted by companies in the current complex transnational and digital competitive context.
The Course (after an introduction and a summary of the guidelines relating to the company, its constituent elements, and its interlocutors) deals, in particular, with issues relating to the governance and management of business activities from a managerial, strategic profile - organizational and financial. Among the topics of greatest interest are: the strategic choices concerning the definition of the most suitable structure for the competition of companies in the global arena and the drivers of competitive advantage.

Upon completion, students should be able to:

1. Know the logical and operational components of the strategic business dynamics
2. analyze the areas and circumstances in which strategic processes are implemented and the related peculiarities/criticalities
3. have a clear representation of the context within which management must make strategic decisions.
4. Acquire adequate knowledge of the set of operational tools, indicators, and models to support strategic business decisions.
10620881 | ADVANCED DATA ANALYSIS AND COMMUNICATION METHODS2nd1st9SPS/07ITA

Educational objectives

The course, which has a laboratory approach, is aimed at acquiring both basic and advanced knowledge and skills in the field of statistical data analysis. Through the use of dedicated software and innovative teaching strategies, students will acquire a solid mastery of the main descriptive statistics techniques, learning to use data from external sources, to construct and manage data matrices, to select appropriate graphical and tabular representation tools and to critically interpret the results obtained at the univariate, bivariate and multivariate level. The training course, which also includes discussions with experts in the field, guides the definition of an analysis plan, its application and evaluation, and the clear and effective communication of results, including in public contexts. Students will be able to apply the knowledge acquired to different subject areas, update themselves independently, consult official sources and reports from a comparative perspective. The skills developed will be fully usable both in business and in market research.
10620944 | COMMUNICATION, CONSUMPTION AND SUSTAINABILITY2nd1st9SPS/08ITA

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.
The student must acquire 9 CFU from the following exams
LessonYearSemesterCFUSSDLanguage
10600163 | MARKETING PLANNING 2nd1st9SECS-P/08ITA

Educational objectives

General Object

1.1 Object
The aim of the course is to equip the students with the knowledge necessary to analyze and understand consumer markets and to know how to conceive, define and draw up a complete marketing project. Ultimately, the course aims to make each student acquire the theoretical and practical knowledge necessary to dominate marketing methodology.
The marketing plan is drawn up on the basis of an original case history on which a national competition among university students is based: the Prize for the University of the Italian Marketing Society (www.premiomarketing.com). Participation in this competition is highly motivating for students and at the same time allows you to work on a real and significant market case, selected and drafted by the Italian scientific society of the discipline -which guarantees the high quality level of the reference teaching case.

1.2 Specific Object

1.2.1 Knowledge and understanding
Students will consolidate their knowledge of marketing basics, enriching it with further theoretical elements (e.g. the paradigm change induced by digitization). Any student will acquire the knowledge and skills necessary to create a complete Marketing Plan, write it and present it, simulating a real case in all.
These objectives are accurately reflected in the bipartition of the course in two great moments: the first, aimed at consolidating and aligning the knowledge of the learners; the second, to the guided application of the planning method.
Great care, throughout the course, is given to the acquisition of the technical language of the discipline and the rigorous application of the working method.

1.2.2 Applying knowledge and understanding
It is the main purpose of the course.
After consolidating and enriching their knowledge base on the basics of the discipline, the student is guided to concretely apply what has been learned. He will then know in detail: setting up a relevant market analysis structure, extracting the relevant competitive conclusions, setting a strategy on them and articulating them in terms of time and operation. After all, the student will be able to draw up the economic budget of the necessary activities.

1.2.3 Making judgements
The field activity students will carry out during the course and the constant confrontation in the classroom with the teacher and his collaborators of teaching, well answer the ultimate purpose of providing the student with an independent judgment, based on data and facts.

1.2.4 Communication skills
Public speaking moments will be organized to make students able to present their work with the support of slides and any product analysis reports.
The teacher will dedicate a training session to public speaking and to the ability to write support materials.

1.2.5 Learning skills
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
10620885 | CORPORATE COMMUNICATION AND EVENT MANAGEMENT2nd1st9SPS/08ITA

Educational objectives

The aim of the course is to deepen the theories and methods, processes, and techniques of Event Management, as an essential foundation for managing the communication of an event for-profit and non-profit organizations. The course provides knowledge and skills to operate in all the organizational phases of an event: conception, planning, promotion, sponsoring, fundraising, monitoring, and evaluation, etc. In detail, the expected learning outcomes, consistent with the objectives indicated, intend:
- provide a wealth of knowledge and understanding in the field of Event Communication Management by ensuring that the student arrives to possess: 1- knowledge of management and communication models that characterize Event Management (theories and methods); 2 - knowledge and skills necessary for carrying out planning of communication processes in the field of events for-profit and non-profit organizations; 3 - adequate knowledge for the analysis and measurement of the effectiveness of the event in terms of economic, organizational, and communicative returns, both offline and online (Customer Base Event Equity); 4 - adequate methodological knowledge aimed at developing tools for collecting and analyzing data regarding the needs and behavior of institutions, stakeholders, and users; 5 - knowledge and methodological and technical-operational skills for event
communication planning; 6 - advanced knowledge and skills for the promotion and sponsorship and integrated communication campaigns; 7 - basic knowledge of marketing and promotion of the territory
- In terms of applying knowledge and understanding, at the end of the course, students must: 1 - be able to organize, coordinate and manage operational staff and be able to negotiate and manage relationships with event commissions, public administration, and profit and non-profit organizations at local, national, and international levels; 2- to know how to conceive, design and manage integrated communication plans and campaigns; 3- possess appropriate methodological skills for managing internal and external communication flows; 4-possess the skills necessary for the use of digital communication technologies to communicate with the various potential and actual user targets; 5 - possess the skills for coordinating, organizing, and managing relationships and communication with stakeholders; 5 - know how to set up and manage sponsorship plans; 6 - know how to set up, read and interpret economic, logistical, structural, and communicative feasibility plans; 7 - be able to evaluate the effectiveness of the actions and make the related "adjustments" in progress and face the "unexpected events"; 8 - knowing how to manage the crisis management of an event; 9 - know how to manage the monitoring and evaluation phases and know how to package the related reports for stakeholders, sponsors, and the media; 10 - Know how to
write targeted texts for the various communication and promotional needs of the event.
- The course aims to allow the making of judgments. In particular, develop capacity for: 1 - critical reading of the transformations and the processes that define the context and the feasibility of an event; 2 - collection and
evaluation of the information to be examined, evaluated, and monitored to estimate the feasibility and effectiveness levels of the actions envisaged and undertaken; 3 - formulate opinions on the effectiveness of management models and communication processes typical of the promotion of an event; 4 - estimate the effectiveness of marketing, advertising, and promotion actions to identify the most suitable processes, techniques, and instruments; 5- know
how to make decisions for the implementation of integrated communication projects.
- Among the main communication skills developed during the course are: 1 - to know how to communicate effectively, differentiating techniques and strategies by virtue of the different reference actors: management, human resources, potential and actual clients, stakeholders, institutions and government, etc.; 2 - know how to discuss problems and solutions, apply negotiation techniques and problem-solving; 3 - know how to present and promote the event; 4 - know how to package reporting; 5 - know how to listen to partners, competitors, and stakeholders to optimize the collaboration with the various stakeholders.
- Finally, the course aims to contribute to developing the learning skills, especially for: 1 - develop a method of study and work through which to carry out research and in-depth analysis both for their own training and
updating; 2 - have the ability to increase their knowledge, as a form of continuous updating; 3 - know how to consult bibliographic sources, both in Italian and in English, to update their skills; 4 - be able to identify the most advanced tools for measuring and evaluating the event, starting from the knowledge of the most current models and techniques; 5 - have the ability to refine the relational and negotiation techniques based on experience and comparison in the field.
Through the study of case histories and the creation of a dedicated laboratory, students will be able to combine the acquisition of theoretical knowledge, with the experimentation of knowledge, methods, and techniques. They provide for the realization of projects, exercises, and comparisons in the classroom with witnesses.
The student must acquire 6 CFU from the following exams
LessonYearSemesterCFUSSDLanguage
10620925 | CONSUMER BEHAVIOUR 2nd1st6M-PSI/05ENG

Educational objectives

The teaching aims to provide students with conceptual and methodological tools developed in the field of consumer psychology useful to support the educational objectives of the study program, especially regarding the understanding of the main determinants of consumer behaviors. In detail, the objectives of the teaching can be articulated as follows:

1. Knowledge and Understanding.
The course aims to provide adequate knowledge of the determinants of consumer behaviors in relation to the phases of motivation, acquisition, consumption, and disposal. The course also aims to provide an adequate understanding of how consumer behavior should be addressed in a situated perspective, taking into consideration the interactions between cultural dynamics, processes of 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 directed at consumers, including advertising, promotional, persuasive, and political communication strategies.
3. Critical and Judgment Skills
The course will develop autonomous capacities for reflection and critical judgment regarding the interdependence – in the consumption experience – between psychological processes, value systems, power, and cultural reference systems. The various theoretical models will also be tested through collective discussions in class and in-depth studies on socially relevant topics and challenges posed by sustainable development goals.
4. Communication Skills
The level of learning of basic knowledge and skills will be constantly monitored and developed through moments of presentation in the classroom and comparison within working groups.
5.Ability to Continue Studying Independently
The course aims to provide mastery of conceptual and methodological tools, including bibliographic databases and various research techniques, so that students can continue in their personal research and training project in the specific field.
10620941 | DIVERSITY MANAGEMENT AND INCLUSIVE COMMUNICATION2nd1st6SPS/08ITA

Educational objectives

This course aims to provide students with the knowledge and skills necessary to understand and implement effective diversity management and inclusive communication processes, with a particular focus on the dynamics that influence integration and well-being within organizational contexts. A central component of the course is inclusive communication, understood as a strategic approach to managing groups and organizations by promoting the recognition, acceptance, and appreciation of individual and cultural differences. These differences are regarded as a source of potential and added value, contributing to innovation and organizational success.
The course explores the broad spectrum of human diversity and emphasizes methods for fostering integration and inclusion within professional environments. Special attention is given to identifying and counteracting risks such as workplace bullying and professional burnout, often rooted in prejudice, stereotypes, and exclusionary mechanisms targeting individuals from minority or vulnerable groups. The overarching goal is to support the development of diverse teams capable of transforming differences into opportunities for growth and competitive advantage.
The course also aims to develop a deep understanding of diversity management and its organizational value, alongside the ability to apply inclusive communication strategies effectively. Students will learn how to assess internal organizational climate and design communication plans that align with inclusive principles. They will explore tools and strategies for managing diverse teams, conducting assessments, and fostering inclusion. Emphasis will be placed on applying practical skills to create respectful and welcoming work and social environments that encourage active participation from all members. Finally, the course seeks to strengthen critical thinking, problem-solving, and communication skills, enabling students to identify original and context-sensitive solutions within their professional fields.
10621101 | AI FOR CORPORATE COMMUNICATION2nd1st6SPS/08ITA

Educational objectives

The course aims to provide students with theoretical knowledge and practical skills on the integration of AI in communication, marketing, and organizational business processes. In particular, the course intends to:

1. Deepen the theoretical and technological foundations of AI applied to marketing strategies and organizational communication
2. Analyze the impact of AI on business models and contemporary marketing practices
3. Examine the role of AI in transforming organizational and corporate communication processes
4. Develop implementation capabilities for AI-based solutions to optimize market positioning and communication with stakeholders
5. Provide methodologies to measure the effectiveness of AI technologies in marketing and corporate communication strategies