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 (Public Relations, Corporate Communication, Organizational Communication, Visual Communication, Media Relations).
  • professional skills to analyze and manage communication issues in organizations.
  • professional writing and public speaking skills.

The goals of this Course are:

  • to obtain a deep understanding of the strategic role of Communication in building the corporate reputation and in promote processes of social and cultural innovation;
  • to offer an overview of the numerous activities of the private and public organizations referring to the field of Communication: Public Relations, Corporate Communication, Organizational Communication, Visual Communication, Media Relations;
  • to provide students with theoretical and practical tools to manage Communication in professional organizations.

Contents

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

  1. Communication and public speaking
  2. Corporate communication: basic dictionary and key-concept
  3. Corporate communication in contemporary organizations
  4. Brand identification system: identity, image, reputation
  5. Media relations: press office, press release, press conference
  6. Employee and Internal Communication 
  7. Leadership and Change Communication
  8. Corporate social responsibility

Mode of teaching

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

Assessment

Written examinations

 Key-Text

CORNELISSEN J., Corporate Communication. A Guide to Theory & Practice, London, Sage, 2017 (2013) [IV or V editions; selected chapters: 1-2-3-4-8-9-12-13].