The course aims to acquire the principles and tools that characterize the management of corporate communication and the knowledge of the main areas of corporate communication, the subjects involved, the processes activated, the tools and skills necessary to plan and manage in an integrated manner the different communication areas.

Communication in corporate governance
The communication process: subjects and activities

The areas of business communication
Corporate communication and corporate reputation:

• Corporate Social Responsibility communication
• crisis management communication
• public affairs

Economic-financial communication
Marketing communication
Organizational communication

Brand management
Brand and communication

The communication mix. Tools, equipment and vehicles for business communication
Advertising, public relations (media relations, corporate publishing tools, events), promotions

Digital communication

The communication plan

There are no introductory requirements in the regulation of the course of study.

Knowledge and understanding: the student must show that he possesses the basic knowledge relating to the communication process, the principles on which business communication is based, the main areas and tools of corporate communication.

Knowledge and comprehension skills applied: the student will have the necessary skills to: identify the main components of a business communication plan and recognize the appropriate tools to use.

Making judgments: the student will have to show his or her ability to reason critically on the role of business communication in current business contexts, as well as to develop links between the different knowledge covered by the course.

Communication skills: the student will be able to clearly communicate the acquired knowledge, using pertinent language and industry terminology.

Learning skills: students are required to adopt a critical learning method capable of linking theoretical skills and empirical analysis, developing autonomous thinking. The ability to learn will also be demonstrated by thematic insights.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

The teaching material and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

Teaching methods 

Frontal lessons; case presentations; testimonials from professionals; classroom exercises and discussions.

Study texts  

It requires the study of slides and materials to support the lessons uploaded on the Blended Learning page dedicated to the course (blended.uniurb.it) and the study of the following parts of the volume:

                      Pastore A., Vernuccio M. (2008), Business and communication. Principles and tools for management (second edition), Apogeo, Milan.

                      Part I (in full)

                      Part II (in full)

                      Part III: from pag.159 to pag.188

                      Part IV: page 261 to page 364

Assessment procedure 

Written test (closed and / or open-ended questions).

Teaching

Teaching methods
Study of the texts indicated below.

Study texts
It requires the entire textbook:

Pastore A., Vernuccio M. (2008), Business and communication. Principles and tools for management (second edition), Apogeo, Milan.

and some support materials (not slides) uploaded on blended learning (blended.uniurb.it).

Assessment procedure 
Written test (closed and / or open-ended questions).