SYLLABUS:

COURSE FORMATIVE OBJECTIVES: 

The objective is that the student learns to operate communication & marketing strategies with a specific focus on corporate communications manager responsibilities and daily work 

INTENDED LEARNING OUTCOMES – ILO’S: 

Studying the differences between “Corporate”, “Corporation” and “Company” definitions 

Improving knowledge in Corporate communications manager and consultant responsibilities and daily work 

Analyzing the management of both internal and external communications 

Studying the crisis communication strategies 

Analyzing Nation and city branding techniques 

Studying the importance of reputation and the differences between Public image & identity 

Knowing the main issues of Marketing strategies; public relations; developing company; social media content & outlook; 

COURSE CONTENTS: 

•  The main principles of corporate communication management; 

•  Corporate Social Responsibility/ESG 

•  Business intelligence 

•  Public relations and external communications 

•  Event management and crisis communication 

•  Advocacy, lobbying and leadership 

•  Brand reputation and media relations 

•  The Communication department and marketing strategies 

•  Corporate marketing & communication concepts 

•  The communication plan/Message and campaign development 

•  Nation & city branding campaign (case studies) 

•  New trend analysis on social media 

Case studies: 

Italian branding campaigns; Other communication campaigns in touristic sector; examples of Press releases; digital around the world; corporates crisis communication cases 

REFERENCE READING MATERIAL: 

CORNELISSEN, J. (2017), Corporate Communication, 5tr or 6th Edition, SAGE 

MAE KIM, C. (2016), Social Media Campaigns: Strategies for Public Relations and Marketing 

DEVEREAUX FERGUSON, S. (1999), Communication Planning: An Integrated Approach 

CHOMSKY, N. (1988), Manufacturing Consent: The Political Economy of the Mass Media 

JUSKA M. J., (2017), Integrated Marketing Communication: Advertising and Promotion in a Digital World