Objective

The course is intended to provide a comprehensive and up-to-date treatment of the enterprise communication management, and to equip students with an understanding of the concepts and tools of corporate communication. Specifically, by the end of the course students will learn about the following:

·       the historical emergency and the strategic role of Communication in contemporary enterprises and in promoting processes of social and cultural innovation.

·       the key issues defining the traditional area of corporate communication (advertising, public relations, branding, media relations, organizational communication, CSR).

·       the key issues and perspectives of specific disciplines and emerging areas of enterprise communication (social media, crisis communications, brandjournalism, intercultural communication).

·       professional skills to analyze and manage communication issues in organizations.

·       professional writing and public speaking skills.

Contents

The course will be articulated into modules, covering the range of topics defining the field on corporate communication:

·       Corporate Communication in Contemporary Organizations 

·       Stakeholder Management and Communication 

·       Corporate Identity, Branding and Corporate Reputation 

·       Communication Strategy and Planning Campaign

·       Media Relations 

·       Corporate Social Responsibility (CSR)

·       Employee and Internal Communication  

·       Leadership and Change Communication

·       Gender and Intercultural Issues in Enterprise Communication

·       Culture and Communication of Made in Italy   

·       Crisis Communication  

·       Social Media and On Line Corporate Communication

Mode of teaching

Interactive lessons, class discussions, classeswork, guest speakers, case-studies, reading and writing professional texts.

Assessment

Oral examinations, oral and written exercises, presentations of case-studies, quick-evaluation.

Key-Textes

Joep Cornelissen (2013), Corporate Communication. A Guide to Theory & Practice, Sage