46479 - Corporate Communication (1)

Learning outcomes

The aim of the course is to provide the adequate and important knowledge of the tools of business communication, therefore the enterprise considered is not only in a strict material way and organizational sense, but also as a kind of skill to build enterprise from the bottom; i.e. from the individual launches into the world market and digital markets, scenarios that are often labeled as the new marketing and e-commerce trends with strong technological innovation and digital experiences.

Course contents

• Theories on communication and the new frontier of web marketing
• Business communication and PR scenarios
• Internal and external communication in the web 3.0 enterprise
• Personal communication, logos and individual strategies as a projection of an atypical brand market
• Focus on concepts of media relations, corporate communication, corporate social responsibility, global and local web event by social media, sponsorship, institutional relations, e-commerce and digital marketing

Readings/Bibliography

Examination book

• Mauro Pecchenino, Dafne E. Arnese. 2016. Digital corporate communication. Le cinque leve della comunicazione d'impresa nell'era del web, Franco Angeli Edizioni, Milano, pp. 160;

• Mauro Pecchenino. 2009. La Comunicazione d’impresa, Editori Laterza, Bari, pp. 160.

 

Additional recommended books

• Raul Romoli Venturi, Cecilia Casalegno, Pasquale De Palma. 2014. Comunicazione integrata e PR: istruzioni per l'uso. Strategie, strumenti e tecniche nel secolo della trasparenza, Franco Angeli Edizioni, Milano, pp. 252.

• Antonio Foglio. 2015. La comunicazione interna alle imprese e alle organizzazioni. Modalità, linguaggio, circuiti, mezzi offline e online, Franco Angeli Edizioni, Milano, pp. 434;

• Maurizio Masini, Jacopo Pasquini, Giuseppe Segreto. 2017. Marketing e comunicazione. Strategie, strumenti, casi pratici, Hoepli Edizioni, Milano, pp. 430.

• Antonio Roversi. 2004. Introduzione alla comunicazione mediata dal computer, Il Mulino, Bologna, pp. 239.

• Jan Van Dijk, Sociologia dei nuovi media, Il Mulino, Bologna, pp. 368;

• Samuel Greengard, Internet delle cose, Il Mulino, Bologna, pp. 152.

 

Teaching methods

The course will be structured in frontal lessons with open discussion and question time.

The theoretical character will be co-directed by concrete topics and related to important focus on presentations of significant case histories in the space of the enterprise and communication area about the global web 3.0 world, also the digital marketing and e-commerce tools.

During the lessons the student will be involved for giving their ideas, opinions and points of view, also teacher will recommend them to participate actively and constructively.

Assessment methods

Examination Process

It should be noted that the presence in the classroom is strongly encouraged for the success of the course. The course is passed with 18/30, but it is recommended to reach 24/30 as a final score. The examination process takes place through the following methods:

1) Standard Test: the examination test is written by closed answers. The test will consist of 30 questions that will give the maximum final score in 30/30; the test is passed with a minimum score of 18/30; it means 18 correct questions out of the 30 planned. The test will have a configuration of the questions randomly enough to not allow batteries of identical questions for each student admitted to the exams. The attending students also granted the opportunity to increase their final test score in one of the following options:

• Written Essay: presentation of an essay to support the outcome of the final exam on topics agreed with the teacher during the course; the essay will have to explore into an original way such a theme of the course and to integrate the topics discussed during the lessons. The essay will be awarded from a minimum of 1 point up to a maximum of 3 points, and it will be added to the final test score. The teacher reserves the right to refuse the essay, or asking for further review and deepening if he should consider its insufficient. The essay must be submitted at least one week before the test scheduled; it has to be written in paper or electronic form (pdf), and it must be composed into at least 15 pages up to maximum of 20. Please, note that the essay will be subjected to the plagiarism checker. During the lessons, teacher will give the basics instructions about the how to choose the themes, the content text, graphics lineup, layout and the timing for the deadline.

• Oral Examination: in according with the teacher, the student attending the class is able to increase the test score through the oral examination by integrating one content related in the textbooks above listed. During the class, the teacher will give the basics instructions about how to choose the themes for this option.

2) Oral Examination: the student who has no the opportunity to attend the course, or who does not wish to attend class, can simply show up for the exams by taking the oral interview on the texts adopted to the course, and at choice, the student can also integrate or replace only one recommended book listed. During the oral examination, teacher might give at least 5 questions to the candidate, and the final score always match the same thirty-three form.

(*) Erasmus students: in general Erasmus students are admitted to participate and attend the course; the teacher will ensure their easy participation through additions and explanations in English; if the Erasmus student is not able to take the lessons in Italian, the teacher will provide them with suitable material in English to take the final exam. Erasmus students are offered the possibility of taking the final test either with an oral interview or presenting a written paper in English. Also, the essay must be presented at least one week before the test, presented by paper form or in electronic format (pdf), and must be collected into at least 15 pages up to a maximum of 20. Note, the essay will be checked by the plagiarism verification tool. During the class, or during the office hour, teacher will give you any details about the basic elements of the topic that student has to choose, and also it will be indicated: the content, the graphics form, the layout and the timing for the deadline. Just a reminder, any Erasmus students must attend at the exam test/oral scheduled, and they have to present the written essay by power point / infographics presentation in 5-10 minutes at least; they also have to apply for the exam in the UniBo portal in order to complete and achieve the examination process as like all students to do so

Teaching tools

The lessons will be supported by the projection of slides by power point and pc, videos and text content, analysis of concrete cases, watching focused websites to present the professional ability in the communication 3.0 scenario.

Any further bibliography and website list will be addressed during the class by the teacher.

Office hours

See the website of Giorgio Cappello