23570 - Business Communication

Learning outcomes

After taking this class the student will acquire:

- the basic economic / organizational tools for the management of commercial / marketing policies at national and international level;

- some theoretical elements useful for analyzing the processes and cultural factors that influence the construction of communication themes and the behavior of social actors;

- the main methodological tools useful for the critical analysis of factors and social agents relevant for the implementation of initiatives or business communication plans effective for the internationalization of a business, mainly related to the marketing of products, with a focus on policies of "social media marketing" and "web marketing".

Course contents

The course contents will be addressed in such a way as to make them easily understandable even by non-specialists. The discussion of the topics in the program will be functional to the professional profile of those enrolled in the School of Foreign Languages and Literatures, Interpreting and Translation.

Prerequisites: none.

Course Outline:

- The basic tool of business communication: the company budget. The income statement and the balance sheet. (2 hours)

- The reclassification of the income statement and the balance sheet. (2 hours)

- An important tool for business communication derived from the company balance sheet: the ratios. (2 hours)

- Written communication: the basic tools, the company monograph, the website and the other tools that act on the visibility of the company. (4 hours)

- Written communication: the skills of the business writer, the consistency of written communication with corporate identity and style. (4 hours)

- Business communication and public relations and information technologies: the role of social media, the mobile web. (4 hours)

- Business storytelling. (4 hours)

- Know your community of reference: listening, measurement and metrics for digital marketing and social media. (2 hours)

- The company's relations with the media. (2 hours)

- Event planning elements. Corporate events and social media. (2 hours)

- Review of the concepts illustrated and discussion. (2 hours)

Readings/Bibliography

Emanuele Invernizzi, Stefania Romenti, Relazioni pubbliche e corporate communication, McGraw-Hill, 2013.

Guido di Fraia (editor), Social media marketing, 2015.

Lecture notes by the teacher.

Teaching methods

Lectures, group discussions.

Assessment methods

Oral exam lasting about 20 minutes.

To take the exam, it is essential to enrol on Almaesami. Since this is an optional course, class attendance is not strictly required. However, it is strongly recommended to improve the productivity of the time spent studying this subject.

The grade will go from 30 to 18, depending on the level of understanding of the relevant material, the matching between the selected case-study and the course material, .

30-27

-Outstanding grasp of the course material.

-Full match between the selected case-study and the course material.

-Correct reading of the communication policy of the company involved in the case-study.

-Fluent expressive output

26-23

-Substantial understanding of the course material.

-Substantial match between the selected case-study and the course material.

-Substantially correct reading of the communication policy of the company involved in the case-study.

-Good expressive output

25-22

-Discreet understanding of the course material.

-Discreet match between the selected case-study and the course material.

- Discreet reading of the communication policy of the company involved in the case-study.

-Discreet expressive output

21-18

-Sufficient understanding of the course material.

-Sufficient match between the selected case-study and the course material.

-Sufficient reading of the communication policy of the company involved in the case-study.

-Sufficient expressive output.

Negative assessment

-Scarce understanding of the course material.

-Scarce match between the selected case-study and the course material.

-Scarce reading of the communication policy of the company involved in the case-study.

-Scarce expressive output.

Teaching tools

Blackboard and chalk.

Office hours

See the website of Luciano Messori