Organization and Marketing for Corporate Communication

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

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.

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.

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.

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

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.

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.

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).

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.

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

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.