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, consistent with the objectives indicated, intend:
- provide knowledge and understanding in the field of corporate communication by ensuring that the student arrives to possess:
1- an knowledge and understanding of the processes and contents of the organization, communication and business relationships;
2 - knowledge and skills necessary for the 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 collecting and analyzing data regarding the needs and behavior of users and consumers, stakeholders and competitors;
5 - knowledge and methodological and technical-operational skills for the preparation of company communication plans;
6 - advanced knowledge and skills related to the different dimensions of company communication: and corporate communication, brand communication, economic-financial communication and organizational communication.
- In terms of pplying knowledge and understanding, at the end of the course, students must:
1 - be able to organize, coordinate and manage corporate communication and be able to negotiate and manage relationships with institutions, public administration, profit and non-profit organizations at local, national and international level;
2- to know how to conceive, plan and manage corporate 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 for the communication management with the various target groups of potential and actual users;
5 - possess strong skills in coordinating, organizing and managing relationships and communication processes;
6 - be able to assess the effectiveness of the actions and make the related "adjustments" during construction and to deal with the "unexpected events" (crisis management);
- The course aims to making judgements. In particular, develop capacity for:
1 - critical reading of the transformations and processes that define the context in which a company operates and the different intervening variables that affect the environment and the business system through a thorough 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 feasibility and effectiveness levels of the actions envisaged and undertaken;
3 - formulate opinions on the effectiveness of management models and relational, media and digital communication processes;
4 - estimate the effectiveness of communication actions to identify the most suitable processes, techniques and instruments;
5- know how to make decisions for the implementation of integrated business communication projects.
- Among the main communication skills developed during the course are:
1 - 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, non-profit organizations, competitors;
2 - know how to discuss problems and solutions, apply negotiation techniques and problem solving;
3 - know how to present and promote projects and company products;
4 - know how to package contents;
5 - know how to listen to partners, competitors and stakeholders to optimize collaboration with the various actors involved in organizing the event.
- 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, through moments of group experimentation and autonomous areas of study, research and planning;
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 communication actions, 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.

Channels

1

BARBARA MAZZA BARBARA MAZZA   Teacher profile

Programme

After a brief theoretical excursus on the evolution of management and communication principles and models, the course explores the most advanced paradigms of organization and corporate communication.
The course includes the analysis of case studies and the experimentation of methods and techniques for the definition of the planning stages of communicative actions.
Students will have to demonstrate, through exercises and simulations, the ability to deal with planning situations, as well as crisis resolution and communication emergencies, the propensity to manage complexity and to take positions using problem solving. The analysis of concrete cases and the application of knowledge to specific operational situations through the design of communication processes is functional to verify the ability to understand and re-elaborate the techniques and strategies learned, to demonstrate the making judgments and the communication skills.
Specifically, the course is organized into three complementary and inter-related modules:
1 - Theoretical approaches and discussion of case studies (50 hours): this module is organized into sub-modules. The first is of a theoretical nature aimed at providing basic knowledge on the fundamentals and evolution of the discipline; the others are dedicated to a macro-dimension in which business communication is articulated.
2 - The second module (16 hours) provides for the conduct of exercises about the main macro-dimensions of company communication
3 - The third module (6 hours) provides for the setting up and implementation of a project work in which to experiment the knowledge learned.

Adopted texts

PROGRAM FOR ATTENDING STUDENTS

1 - Lecture notes provided by the teacher.

2- A text of your choice between: Mazzei A., Strategia e management della comunicazione d'impresa. Relazioni e sense-making per gestire e competere, FrancoAngeli; Milano, 2015, oppure Kreitner R., Kinicki A., Comportamento organizzativo, Apogeo, Milano, 2015 (cap. 2-3-4-10-13-16-17).

3- Two articles on corporate communication topics drawn from international scientific texts and / or journals chosen by the student and to be agreed with the teacher.

4- Project work which will be defined in the classroom during the course.



PROGRAM FOR NON-ATTENDING STUDENTS

1- Mazzei A., Strategia e management della comunicazione d'impresa. Relazioni e sense-making per gestire e competere, FrancoAngeli, Milano, 2015.

2- Kreitner R., Kinicki A., Comportamento organizzativo, Apogeo, Milano, 2015 (cap. 2-3-4-10-13-16-17).

3- A text of your choice between: Schein, E. H., & Schein, P. Cultura d'azienda e leadership. Raffaello Cortina, 2018, Mazzei, A. (2018). Engagement e disengagement dei collaboratori: Comunicazione interna e valorizzazione delle risorse umane per un contesto di voce. FrancoAngeli, Cardile D, Mayer G., Moder P.(2017), Trasformazione digitale. Strategie e strumenti per le PMI del futuro, Egea, Milano

4- Two articles on corporate communication topics drawn from international scientific texts and / or journals chosen by the student and to be agreed with the teacher.


Additional texts may be indicated during the course.

Bibliography

Articles that can be brought to the exam without the need to agree on them will be published on the webcattedra in conjunction with the start of the course. SOME CONSULTABLE JOURNAL: A European Review Academy of Management Journal Academy of Management Review American sociological Review British Journal of Industrial Relations British Journal of Management Business and Management Sciences International Quarterly Review Business Horizons Communication Research Contemporary Accounting Research Corporate governance: An International Review Corporate Social Responsibility and Environmental Management Entrepreneurship: Theory & Practice European Journal of Communication Group & Organization Management Human Relations Human Resource Management Industrial Marketing Management International Business Review International Journal of Human Resource Management International Journal of Research in Marketing International Journal of Strategic Communication Journal of Accounting and Economics Journal of Accounting Research Journal of Business Research Journal of Communication Journal of Computer‐Mediated Communication Journal of corporate Finance Journal of Information Systems Journal of Management Leadership & Organization Development Journal Organizational Processes and Performance. Management Science Review of Accounting Studies Social Science Computer Review Strategic Management Journal

Prerequisites

To better follow the contents of the teaching, it is good that the student has already acquired basic knowledge of communication. In any case, the course suggests reference a syllabus to acquire the necessary basic knowledge and key competences.

Study modes

The educational activities are organized as follows: - Frontal lessons aimed at the acquisition of knowledge and understanding and learning skills; - Discussion and analysis of cases with individual and / or group exercises aimed at applying knowledge and understanding and making judgments autonomy; - Group exercises aimed at making judgments, applying knowledge and understanding and communication skills; - Setting up and checking the progress of project work aimed at applying knowledge and understanding, making judgments, communication skills, and learning skills.

Exam modes

The final evaluation is the result of a series of evaluations aimed at verifying the different learning outcomes:
Ongoing evaluation: Each exercise, on the other hand, includes an evaluation whose overall average is worth up to a maximum of 5 points structured as follows:
A (5): proof that it is very good and thorough in most of the discussion or good, but with original and in-depth insights in some parts that also denote autonomy of judgment and ability to consult sources.
B (3): proof that results in the overall treatment quite good or with very good parts and others less thorough;
C (2): proof that it is discreet in most of the discussion but not very thorough in some parts, or with some good parts and others incomplete or undeveloped;
D (1): evidence that is mostly generic in most of the discussion or incomplete or with insufficient answers in many parts;
E (0): proof that it is off topic and / or generic and incomplete in all its parts.
The evaluation of the project work: takes place at the end of the course, following a presentation in the classroom. The score awarded is valid up to a maximum of 10 points, divided as follows: A (9-10) - B (6-8) - C (3-5) - D (2-4) - E (0-1 )
The written test with open answers provides a set of open questions, weighted with respect to the expected learning outcomes. The score awarded is valid up to a maximum of 20 points, divided as follows:
Rating up to 5: poor
Rating from 6 to 10: insufficient
11: not entirely sufficient
12: just enough
13: sufficient
14: more than enough
15: fully sufficient
16: almost discreet
17: discreet
18: good
19: more than good
20: excellent
The final evaluation is given by the sum of the scores obtained from the different tests. For non-attending students there is only the written test with evaluation of thirty.

Students who do not attend and who, therefore, have no way of carrying out the activities and the relative tests in the classroom, have access only to a final written test, more articulated than that provided for attending students, but still weighted on the different learning outcomes teaching.
The evaluation, in this case takes place in thirtieths in the following way:
A (29-30): proof considered very good because most of the answers are correct, adequately justified and thorough;
B (27-28): proof considered good because most of the answers are correct and, in most cases, also adequately thorough;
C (24-26): test considered discreet because most of the answers are correct, even if not always completely adequately detailed;
D (18-23): proof considered to be just sufficient because most of the answers are generic, superficial or not entirely correct;
E (up to 17): test not passed because most answers are insufficient, incomplete or incorrect.

Exam reservation date start Exam reservation date end Exam date
19/10/2019 29/12/2020 13/01/2021
20/12/2020 14/01/2021 28/01/2021
10/01/2021 29/01/2021 08/02/2021
01/03/2021 13/04/2021 26/04/2021
01/03/2021 24/05/2021 07/06/2021
01/05/2021 16/06/2021 28/06/2021
01/06/2021 28/06/2021 12/07/2021
15/07/2021 30/08/2021 13/09/2021
01/09/2021 07/10/2021 21/10/2021
29/11/2021 29/12/2021 12/01/2022
15/12/2021 12/01/2022 25/01/2022

2

VALENTINA MARTINO VALENTINA MARTINO   Teacher profile

Programme

The didactic programme includes the following thematic modules:
Module 1 - Relational paradigm: organizations, environment, publics (24 hours)
- Basic definitions and scenarios of evolution
- Company as a system: organisation, innovation and technology
- Main areas of business communication
- The governance of the communication system
Module 2 - From policies to communication and PR channels (48 hours)
- Corporate, crisis and social communication
- Employee communication: strategies and channels
- Interpersonal communication and public speaking
- Fundamentals of business writing
- Media relations
- Strategic sponsorship and events
- Guidance to curriculum vitae and job interview
- Corporate cultural communication and heritage
- Guidance to the project work
According to the above mentioned topics, one third of the course (24 hours) will be dedicated to applicative activities and in-depth insights, equally distributed between class exercitations and discussion of case studies.

Adopted texts

Module 1 - Relational paradigm: organizations, environment, publics
- J.E. Grunig, Public (&) Relations. Teorie e pratiche delle relazioni pubbliche in un mondo che cambia, Franco Angeli, Milano, 2016
- Didactic materials

Module 2 - From policies to communication and PR channels
- E. Invernizzi, S. Romenti (eds.), Relazioni pubbliche e corporate communication. Le competenze e i servizi di base – Vol. 1, McGraw-Hill, Milano, 2012, excluding pp. 146-244 e pp. 379-401 (*); students attending the course will substitute this book with a project work
- V. Martino, Dalle storie alla storia d’impresa. Memoria, comunicazione, heritage, Bonanno, Acireale-Roma, 2013
- Didactic materials
- A scientific paper/chapter, proposed by each student

(*) In alternative: E. Invernizzi, S. Romenti, Corporate Communication e Relazioni Pubbliche, MCGraw-Hill, Milano, 2020, con esclusione delle pp. 261-339 (Capp. 8-9).

Bibliography

For those students who need to learn basic principles of communication, the study of one of the following books is suggested: - Livolsi M., Manuale di Sociologia della comunicazione, Laterza, Roma-Bari, 2007 - McQuail D., Sociologia dei media, Il Mulino, Bologna, 2007 - Paccagnella L., Sociologia della comunicazione, il Mulino, Bologna, 2010 - Volli U., Il nuovo libro della comunicazione. Che cosa significa comunicare: idee, tecnologie, strumenti, modelli, Il Saggiatore, Milano, 2010 - Wolf M., Gli effetti sociali dei media, Bompiani, Milano 1992

Prerequisites

To follow the course, it is good that the student has already acquired basic knowledge of communication. In any case, during the course specific bibliographic references will be suggested to acquire the necessary basic knowledge and key competences.

Study modes

Didactic activities combine theoretical insights, exercitations, and discussion. In particular, in addition to frontal lessons, the didactic programme will include individual exercitations and quick evaluations, group simulations, discussion of case studies, meetings and seminars with external witnesses and experts. Students attending the course will have also the opportunity to develop an individual or group project work, under teachers' supervision. Such experience of field research will be dedicated to a company students themselves will propose and discusse during the examination. By means of exercitations and simulations, students will demonstrate both the ability of analysis, strategic planning and problem solving and to analyse critically concrete company experiences and case studies (also self-arranged) in the main areas of business communication, to express their critical and argumentative skills, the use of the main documental sources and tools in the sector and, not least, the capability to investigate and understand communication phenomena and their evolution in specific corporate, business, technical and and social contexts.

Exam modes

The evaluation of learning outcomes will be documented by means of a final examination (with open answers), in which students will discuss the topics examined in class and in the course's bibliography. Students attending the lessons will also discuss a communication case study autonomously investigated as project work, in order to apply the main theoretical concepts and models examined in the course to a concrete company experience.
For students attending the lessons, the final evaluations will consider, in equal part, both the study of the programme and the quality of their applicative project work. In evaluating them, other aspect will be also considered, as a constant attendance at the course, their participation in seminars and meetings with experts, the involvement in class activities and, in particular, in individual and group exercitations.

Exam reservation date start Exam reservation date end Exam date
01/12/2020 03/01/2021 12/01/2021
01/12/2020 03/01/2021 12/01/2021
01/01/2021 18/01/2021 27/01/2021
01/01/2021 18/01/2021 27/01/2021
10/11/2020 01/02/2021 10/02/2021
10/11/2020 01/02/2021 10/02/2021
10/02/2021 07/04/2021 19/04/2021
10/02/2021 07/04/2021 19/04/2021
10/05/2021 02/06/2021 09/06/2021
10/05/2021 02/06/2021 09/06/2021
10/05/2021 10/06/2021 23/06/2021
10/05/2021 10/06/2021 23/06/2021
02/06/2021 29/06/2021 07/07/2021
02/06/2021 29/06/2021 07/07/2021
10/08/2021 31/08/2021 09/09/2021
10/08/2021 31/08/2021 09/09/2021
25/09/2021 21/10/2021 03/11/2021
25/09/2021 21/10/2021 03/11/2021
10/11/2021 02/01/2022 12/01/2022
10/11/2021 02/01/2022 12/01/2022
29/11/2021 14/01/2022 25/01/2022
29/11/2021 14/01/2022 25/01/2022

MARCO STANCATI MARCO STANCATI   Teacher profile

Programme

The didactic programme includes the following thematic modules:

Module 1 (prof Valentina Martino) - Relational paradigm: organizations, environment, publics (48 hours)

- Basic definitions and scenarios of evolution
- Company as a system: organisation, innovation and technology
- Main areas of business communication
- The governance of the communication system

Module 2 (prof marco Stancati)- From policies to communication and PR channels (24 hours)

- Who is the business communicator?
- The importance of data in communication strategies
- Cognitive and inspiring sources for the Communicator
- Pandemic Covid 19 and Internal Communication: strategy and tools
- Employee communication: strategies and channels
- Focus on the Intranet
- Interpersonal communication, public speaking and empathetic listening
- Fundamentals of business writing
- Media relations
- Focus on crisis communication
- Recruiting and Communication: guidance to curriculum vitae and job interview
- Guidance to the project work

Adopted texts

For everyone:
  a) DIDACTICS MATERIAL,published in my "classroom" and that of the co-teacher ;
  b) Valentina Martino "DALLE STORIE ALLA STORIA D'IMPRESA. Memoria, comunicazione, heritage" Bonanno, Acireale-Rome, 2013;
  c) Stefano Chiarazzo "#SocialCeo - Reputazione digitale e brand advocacy", Franco Angeli Milano 2020
  d) James E. Grunig, Paradigms of global public relations in an age of digitalization, "Prism", No. 6 (2), 2009; or other scientific article / chapter in another
language agreed with the teachers;
   Only for attending students: realization of a project work.
 
  For non-attending students, in addition to the texts indicated under a, b, c, d:
     
e) Emanuele Invernizzi, Stefania Romenti (a cura di), CORPORATE COMMUNICATION E RELAZIONI PUBBLICHE
McGraw- Hill, Milano, 2020, con esclusione dei capitoli 8 e 9

[ The books were agreed with prof Martino]

Bibliography

For those students who need to learn basic principles of Communication, the study of one of the following books is suggested: - McQuail D., Sociology of the Media, Il Mulino, Bologna, 2007 - Paccagnella L., Sociology of Communication, Il Mulino, Bologna, 2010 - Volli U., The new book of communication. What it means to communicate: ideas, technologies, tools, models, Il Saggiatore, Milan, 2010 - Marshall McLuhan, Gli strumenti del comunicare, il Saggiatore, Milan 2015

Prerequisites

To better follow the contents of the course, it is good that the student has already acquired basic knowledge of communication. In any case, if and when it was necessary, during the course bibliographic references will be suggested to acquire the necessary basic knowledge and key competences.

Study modes

According to the above mentioned topics, one third of the course will be dedicated to applicative activities and in-depth insights, equally distributed between class exercitations and discussion of case studies. Distance or face to face education the interaction between teachers and students, however, is characterized by the dialectic of the classroom throughout the course. In addition, cultural events inside or outside the University are periodically reported to students, from which they can draw elements of personal and professional growth.

Exam modes

Learning outcomes will be verified through an oral interview, during which the students will be invited to discuss the topics in depth in class, in any other appointments or meetings, in the course's bibliography.

Students attending the lessons will also discusse a communication case study autonomouosly investigated as project work, in order to applicate of the main theoretical concepts and models examined in the course to a concrete company experience.

For students attending the final vote will take into account:
- in an equal way, of both the aforementioned components in the individual preparation for the examination;
- the continuous attendance of lectures, attendance at meetings and testimony with experts, participation in classroom activities and, in particular, participation in individual and group exercises.

3

VALENTINA MARTINO VALENTINA MARTINO   Teacher profile

Programme

The didactic programme includes the following thematic modules:
Module 1 - Relational paradigm: organizations, environment, publics (24 hours)
- Basic definitions and scenarios of evolution
- Company as a system: organisation, innovation and technology
- Main areas of business communication
- The governance of the communication system
Module 2 - From policies to communication and PR channels (48 hours)
- Corporate, crisis and social communication
- Employee communication: strategies and channels
- Interpersonal communication and public speaking
- Fundamentals of business writing
- Media relations
- Strategic sponsorship and events
- Guidance to curriculum vitae and job interview
- Corporate cultural communication and heritage
- Guidance to the project work
According to the above mentioned topics, one third of the course (24 hours) will be dedicated to applicative activities and in-depth insights, equally distributed between class exercitations and discussion of case studies.

Adopted texts

Module 1 - Relational paradigm: organizations, environment, publics
- J.E. Grunig, Public (&) Relations. Teorie e pratiche delle relazioni pubbliche in un mondo che cambia, Franco Angeli, Milano, 2016
- Didactic materials

Module 2 - From policies to communication and PR channels
- E. Invernizzi, S. Romenti (eds.), Relazioni pubbliche e corporate communication. Le competenze e i servizi di base – Vol. 1, McGraw-Hill, Milano, 2012, excluding pp. 146-244 e pp. 379-401 (*); students attending the course will substitute this book with a project work
- V. Martino, Dalle storie alla storia d’impresa. Memoria, comunicazione, heritage, Bonanno, Acireale-Roma, 2013
- Didactic materials
- A scientific paper/chapter, proposed by each student

(*) In alternative: E. Invernizzi, S. Romenti, Corporate Communication e Relazioni Pubbliche, MCGraw-Hill, Milano, 2020, con esclusione delle pp. 261-339 (Capp. 8-9).

Bibliography

For those students who need to learn basic principles of communication, the study of one of the following books is suggested: - Livolsi M., Manuale di Sociologia della comunicazione, Laterza, Roma-Bari, 2007 - McQuail D., Sociologia dei media, Il Mulino, Bologna, 2007 - Paccagnella L., Sociologia della comunicazione, il Mulino, Bologna, 2010 - Volli U., Il nuovo libro della comunicazione. Che cosa significa comunicare: idee, tecnologie, strumenti, modelli, Il Saggiatore, Milano, 2010 - Wolf M., Gli effetti sociali dei media, Bompiani, Milano 1992

Prerequisites

To follow the course, it is good that the student has already acquired basic knowledge of communication. In any case, during the course specific bibliographic references will be suggested to acquire the necessary basic knowledge and key competences.

Study modes

Didactic activities combine theoretical insights, exercitations, and discussion. In particular, in addition to frontal lessons, the didactic programme will include individual exercitations and quick evaluations, group simulations, discussion of case studies, meetings and seminars with external witnesses and experts. Students attending the course will have also the opportunity to develop an individual or group project work, under teachers' supervision. Such experience of field research will be dedicated to a company students themselves will propose and discuss during the examination. By means of exercitations and simulations, students will demonstrate both the ability of analysis, strategic planning and problem solving and to analyze critically concrete company experiences and case studies (also self-arranged) in the main areas of business communication, to express their critical and argumentative skills, the use of the main documental sources and tools in the sector and, not least, the capability to investigate and understand communication phenomena and their evolution in specific corporate, business, technical and social contexts.

Exam modes

The evaluation of learning outcomes will be documented by means of a final examination (with open answers), in which students will discuss the topics examined in class and in the course's bibliography. Students attending the lessons will also discuss a communication case study autonomously investigated as project work, in order to apply the main theoretical concepts and models examined in the course to a concrete company experience.
For students attending the lessons, the final evaluations will consider, in equal part, both the study of the programme and the quality of their applicative project work. In evaluating them, other aspect will be also considered, as a constant attendance at the course, their participation in seminars and meetings with experts, the involvement in class activities and, in particular, in individual and group exercitations.

Exam reservation date start Exam reservation date end Exam date
01/12/2020 03/01/2021 12/01/2021
01/12/2020 03/01/2021 12/01/2021
01/01/2021 18/01/2021 27/01/2021
01/01/2021 18/01/2021 27/01/2021
10/11/2020 01/02/2021 10/02/2021
10/11/2020 01/02/2021 10/02/2021
10/02/2021 07/04/2021 19/04/2021
10/02/2021 07/04/2021 19/04/2021
10/05/2021 02/06/2021 09/06/2021
10/05/2021 02/06/2021 09/06/2021
10/05/2021 10/06/2021 23/06/2021
10/05/2021 10/06/2021 23/06/2021
02/06/2021 29/06/2021 07/07/2021
02/06/2021 29/06/2021 07/07/2021
10/08/2021 31/08/2021 09/09/2021
10/08/2021 31/08/2021 09/09/2021
25/09/2021 21/10/2021 03/11/2021
25/09/2021 21/10/2021 03/11/2021
10/11/2021 02/01/2022 12/01/2022
10/11/2021 02/01/2022 12/01/2022
29/11/2021 14/01/2022 25/01/2022
29/11/2021 14/01/2022 25/01/2022
Course sheet
  • Academic year: 2020/2021
  • Curriculum: Curriculum unico
  • Year: First year
  • Semester: First semester
  • SSD: SPS/08
  • CFU: 9
Activities
  • Attività formative caratterizzanti
  • Ambito disciplinare: Discipline sociali, informatiche e dei linguaggi
  • Lecture (Hours): 72
  • CFU: 9
  • SSD: SPS/08