27276 - Laboratory (1) (G.C)

Learning outcomes

The courses which every year are included under the label "Laboratorio 1" are taught by professionals, managers, businessmen and businesswomen, in order to offer students a direct contact with the work world.

Course contents

The workshop provides students with the tools to design and implement an effective communication plan for the business-to-business (B2B) market.

Key topics include how to position a company in the competitive landscape, enhance brand credibility and reputation, expand and manage relationships with stakeholders, segment and personalize offerings, and develop a communication plan that integrates online and offline channels.

The workshop also explores how to build relationships with the media and digital influencers, adopt earned and paid engagement strategies, and prevent and manage online crises.

By applying the concepts covered in class to real-world business cases, all drawn from companies operating in the business-to-business market, students will acquire the fundamental skills needed to design an effective communication plan and measure its performance.

Readings/Bibliography

REQUIRED READINGS

• Invernizzi E., Romenti S. (2020), Corporate Communication e Relazioni Pubbliche, McGraw Hill, Milano.
• Iabichino P. (2025), Parole che servono. Lezioni di pubblicità per un mondo nuovo, Apogeo, Milano.

SUPPLEMENTARY READINGS

Additional materials will be handed out during the course. Slides and keynotes will be considered as the guideline of the course.

Teaching methods

The workshop alternates between theoretical and practical lessons. The group exercises assigned in class are preparatory to the final project work.

Assessment methods

Class participation (10%)

Participation in class and willingness to take part in classroom discussions will be assessed.

Weekly assignments (30%)

The completion of the assignments given in class at the end of each unit will be assessed. These assignments will serve as preparation for the final project work.

Final project work and oral examination (60%)

Students will prepare a presentation on the communication plan for the business case they have selected. The project work will be presented as part of an oral examination.

Teaching tools

The lessons will be supported by the presentation and analysis of real-world business cases, all involving companies operating in the business-to-business market.

Office hours

See the website of Laura Mazzanti