GIULIANA BALDO CHIARON

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WELCOME MESSAGE BY PROF. BALDO CHIARON

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Dear Students,

the Enterprise Communication Management course (12 credits | 96 hours) is divided into 2 modules but the final grade is unique:

ECM 1 > CORPORATE COMMUNICATION & TRADITIONAL MEDIA - Prof.Valerio Mancini (6 credits)

ECM 2 > DIGITAL COMMUNICATION - Prof. Giuliana Baldo Chiaron (6 credits)

TIMETABLE

Monday h. 12 a.m. - 2 p.m. classroom 6A

Tuesday h. 10 a.m. - 12. a.m. classroom 9A

Wednesday h. 12 a.m. - 2 p.m. classroom 6A

Thursday h. 10 a.m. - 12. a.m. classroom 6C (2 March 2023 > lecture canceled) 

For further guidelines about the Enterprise Communication Management course visit the e-learning platform.

Kindest regards,

Prof. Giuliana Baldo Chiaron 

Further details about the course:

Appointments with the Professor will be organised online and on demand (through video calls via Google Meet). Please send a request via email (giuliana.baldochiaron@uniroma1.it); you will get an answer by 2 days.

Exams will take place in accordance with Sapienza University guidelines. Please refer to the news and official instructions published on the Sapienza website for further info. 

As for attending students, guidelines will be communicated in class or via the e-learning platform.

Official exams dates are published on INFOSTUD.  Please check there for further notices.

CONTACTS:

giuliana.baldochiaron@uniroma1.it

www.linkedin.com/in/gbaldochiaron

SYLLABUS:

The Module will provide students with:

• a conceptual framework and specific tools for communicating in complex business environments and accomplishing strategic professional business goals;
• theoretical knowledge about web and digital communication and integrated marketing communication and their key principles and issues;
• knowledge and understanding of the techniques to define an integrated communication strategy and to improve the quality of digital marketing communications: from identifying the audience's needs and pains through media planning and strategy till the creation of effective marketing communication messages [promotion campaigns, digital and social advertising];
• comprehension of the challenges, advantages and issues faced by companies using social media channels;
• understanding of the major trends and evolution of digital and web communication;

Contents

Specific topics of the “Digital Communication” module include:

• The market evolution and the new era of communication
• Digital corporate communication in contemporary organisations
• Integrated Marketing Communication and the role of digital media
• Managing corporate and brand image using digital methods
• Branding and communication: brand research and consumer insights
• Target audiences and Market Segmentation
• How Customer Experience is changing the way organizations communicate
• Digital corporate communication
• Innovation and Start-ups communication
• Community Management and Digital PR
• Social Media and Online Corporate Communication
• Internal communication and social technologies for collaboration
• Online communication about Corporate Social Responsibility and Community Relations

Teaching methods

Interactive lessons, class discussions, project work, guest speakers and experts’ speeches, analysis of case-studies, professional texts reading and writing.

Assessment

Written test with open and multiple choice questions, oral and written exercises in class, presentations of case-studies, in class involvement and participation (for attending students).

Textbooks

Jerome M. Juska (2017), Integrated Marketing Communication: Advertising and Promotion in a Digital World, Routledge

Joep Cornelissen (2017), Corporate Communication, 5^tr or 6^th Edition, SAGE

Further articles, posts and books will be suggested during lectures.