93775 - ENGLISH FOR CORPORATE COMMUNICATION

Learning outcomes

The course introduces students to English for business. By the end of the course students are able to: understand the main ideas and structure of different types of texts in the field of economics and management, acquiring a nuanced reading vocabulary; use the language effectively to produce clear and incisive texts on topics related to economics and management; expand their ability and accuracy in communicating effectively in English on business-related topics.

Course contents

1. The contents will be treated starting from the keywords of business communication and personal communication

   I. Personal Communication

   1. How to define a personal mission statement

   2. Tools for interpersonal professional communication (presentation, email, blog, social networks, press releases)

   3. An integrated approach

   II. Business Communication

   1. What is Corporate Communication
      
   2. How to prepare a Corporate Communication Plan
   3. What are CSR & Sustainibility and how affect corporate communication

Readings/Bibliography

Books

1. Business Communication for Success, University of Minnesota [link to download it here]
2. The Seven Habits of Highly Effective People, Stephen R. Covey (audiobook recommended).

Other Suggested Documents

• Dizionario di misurazione e ricerca nelle relazioni pubbliche [https://www.instituteforpr.org/wp-content/uploads/Dictionary-3rd-Edition-Italian.pdf ] a cura di IPR - Institute of Public Relations

• AA.VV (2012), Melbourne Mandate [https://static1.squarespace.com/static/561d0274e4b0601b7c814ca9/t/5e1dc148210a4e03880d811b/1579008334310/Melbourne-Mandate-Text-final.pdf], Global Alliance for PR and Communication management
• AA.VV. (2012), Building Belief. A New Model for Activating Corporate Character and Authentic Advocacy [https://page.org/attachments/508b442e53cd975472b3fa3f405c7c35f03cf6e5/store/ebe516e49e99af360d1e3ecdaa7271c33477365bc62a016bf16fd96af540/Building-Belief-New-Model-for-Corp-Comms.pdf], Arthur Page Society
  

Reference Websites

Global Alliance for Public Relations & Communication Management [https://www.globalalliancepr.org/]

Institute of Public Relations - IPR [https://instituteforpr.org/]

Influence [https://influenceonline.co.uk/]

Ragan - PR Daily [https://www.prdaily.com/]

Teaching methods

1. Theorical lessons on GoRel,
   
2. Case histories presentation,
3. Workshops
4. Group Discussion
5. Exercises & presentation by students

Assessment methods

1. Attending students. Communication project work to be developed and finalized during the course
   
   
2. Non-Attending students. Paper in English, focused on one topic decided by the teacher

Scale of evaluation

18-23: sufficient preparation and ability to analyze but related to a limited number of topics covered in the course, use of an overall correct language;

24-27:technically adequate preparation but with some limitations with respect to the topics covered, good analysis skills, even if not particularly articulated, expressed in correct language;regular execution of exercises and practical works assigned with good quality results;

28-30:excellent knowledge of a large number of topics covered in the course, good analytical and critical skills, mastery of specific terminology; regular execution of exercises and practical works assigned with very good quality results;

30L: excellent and very thorough and exhaustive knowledge of the topics addressed in the course, ability of critical analysis and connection, mastery of specific terminology; regular execution of exercises and practical work assigned with high quality results.

Teaching tools

1. Videos
2. External speakers
   
3. External workshop and conferences
4. Virtuale portal on Unibo

Office hours

See the website of Biagio Oppi