72623 - Organisational Communication.

Learning outcomes

The student at the end of the course, referring to the most common organizational theory and management practice, is able to identify and interpret both the main functions of the organization that its macro-structural models. Also in terms of communication considering the organization as a network and as the nucleus of a network over their environment. The student is able so: - to differentiate the resources available to the organization; - To analyze the processes that enable the organization to express themselves in a functional way, effective and efficient; - To understand the processes of governance and coordination and the related communicative relationship constraints; - To grasp the situation and the negotiation processes and to define objectives and protocols paying attention to the opportunities and threats that may arise; - To express the basic negotiation skills.

Course contents

The course is divided into two modules, closely related and integrated: the first module relates the organization with the market and defines the communication features necessary to achieve effective results in relation to the target organization and its key audiences. In particular they will be deepened the innovative tools of digital communication and the web 2.0. To this end some of the work will be dedicated to design and promote e-services with information and communication functions.
The second module relates organization and communication. They examine the communication patterns in the different types of organization and outline the characteristics of units and structures designed to manage and improve the relationship between internal and external processes. Inside the module will also present the main methods and tools of corporate communication and organizational communication.
Both modules provide a methodological and empirical part, which will be performed by presenting case studies and carrying out project work. The course objectives are:
- Transferring useful tools to analyze and evaluate the dynamics of communication within organizations;
- Illustrate methods and techniques for the design of organizational units, able to manage service delivery and improve external communication of organizations.
During the course will be presented research on these very significant issues for the methods, content and the results emerged.

Readings/Bibliography

E. Invernizzi, Relazioni pubbliche e corporate communication: le competenze e i servizi di base, Milano, McGraw Hill, 2013 (cap. 1, 3, 5, 6, 8, 9). E. Invernizzi, La comunicazione organizzativa: teorie, modelli e metodi, Milano, Giuffrè, 2000 (cap. 1-2-3-4).

G. Di Fraia (a cura di), Social Media Marketing, Milano, Hoepli, 2015 (cap. 1,2,3,4). 

M. Cavallo, Progettare e promuovere e-services, Milano, Angeli, 2016.

Teaching methods

Lectures, group discussions, case studies, project works.

Assessment methods

Written examination with open questions about the contents of the course.

Teaching tools

Movies, computer, papers, group discussions.

Office hours

See the website of Marino Cavallo