The course is aimed at the acquisition of theoretical principles and managerial tools that characterize the governance of integrated corporate communication. Didactics is focused primarily on knowledge of the main areas of a company's internal and external communication, the subjects involved, the processes activated, the tools and skills required, and then on the need to plan and manage the different areas of communication in an integrated way in order to create and disseminate the value of the company's economic capital.

The Business Communication course is devoted to the analysis of the main problems in the individual areas of business communication, with a focus on the main issues related to the different communication tools and the joint and integrated use of media: from mass media to personal media as well as the use of new technologies

1.     Business communication: paradigms and assumptions

2.     Communication theories and their application to business reality

3.     The areas of business communication

4.     Institutional communication: corporate and public affairs

5.     Institutional communication: Crisis Management and Corporate Social Responsibility

6.     Economic and financial communication

7.     Internal communication

8.     Marketing communication

9.     The brand management system

10.   Advertising

11.  Direct marketing

12.  The promotion of sales

13.  Public relations

14.  Sponsorships

15.  Digital marketing

Knowledge and ability to understand The student will be expected to show basic knowledge related to the communication process, the principles on which business communication is based, and the main areas and tools of business communication.

Applied knowledge and understanding The student will have the necessary skills to: identify the main components of a business communication plan; recognize the appropriate tools according to the specific type of business communication (with particular reference to institutional, marketing, organizational business communication).

Autonomy of judgment The student will be expected to show possession of the ability to reason critically about the role of business communication in current business contexts, as well as to develop connections among the different knowledge covered in the course.

Communication skills The student will be able to communicate clearly the knowledge acquired, using relevant industry language and terminology.

Ability to learn Students are required to adopt a critical learning method capable of connecting theoretical skills and empirical analysis, moving toward the specification of autonomous thinking. The ability to learn will also be demonstrated by thematic insights developed in a self-directed manner.

The learning outcomes described above will be pursued through the teaching methods specified below.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Teaching

Lectures

Exercises

Testimonials from professionals

Classroom discussions

Course books

A. Pastore, M. Vernuccio 2008, Impresa e Comunicazione. Principi e strumenti per il management,  Apogeo, Milano. Except for the following chapters: 9, 10, 20, 21, 22, 23, 24, 25, 26.

M. Masini, J. Pasquini, G. Segreto, 2017, Marketing e Comunicazione. Strategie, strumenti e casi pratici, Hoepli, Milano.

The following parts are to be studied:  Capitolo 15 - Il digital marketing: strategie e tecniche (pp. 269-288); Capitolo 16 - Inbound marketing (pp.289-293); Capitolo 17 - Marketing e social media: un approccio strategico (pp.299-314); Capitolo 19 - Search Engine Optimization (SEO) (pp.333-350)

In addition, slides uploaded on the Moodle Blended page dedicated to the course (blended.uniurb.it) will also be exam material.

Assessment

Written test (closed and/or open-ended questions).

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Course books

A. Pastore, M. Vernuccio 2008, Impresa e Comunicazione. Principi e strumenti per il management,  Apogeo, Milano. Except for the following chapters: 10; 20, 21, 22, 23, 24, 25, 26.

M. Masini, J. Pasquini, G. Segreto, 2017, Marketing e Comunicazione. Strategie, strumenti e casi pratici, Hoepli, Milano.

The following parts are to be studied:  Capitolo 15 - Il digital marketing: strategie e tecniche (pp. 269-288); Capitolo 16 - Inbound marketing (pp.289-293); Capitolo 17 - Marketing e social media: un approccio strategico (pp.299-314); Capitolo 19 - Search Engine Optimization (SEO) (pp.333-350)

In addition, slides uploaded on the Moodle Blended page dedicated to the course (blended.uniurb.it) will also be exam material.

Assessment

Written test (closed and/or open-ended questions).

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.