The course aims to provide students with the theoretical and practical skills necessary to analyze, design, and implement brand communication strategies in international contexts. Specifically, it seeks to: develop a critical understanding of key branding models and intercultural communication frameworks; analyze offline and online storytelling techniques applied to the creation and dissemination of brand identity; offer tools for managing brand communication in globalized environments, taking into account cultural, linguistic, and media-related variables; develop the ability to design narrative campaigns aligned with a brand’s values and goals, from a transmedia perspective. Throughout the course, real-world examples will be analyzed through case studies, and group work will be carried out. 

Introduction to international communication

• Intercultural communication: theoretical models and practical implications
• The challenges of global communication in branding contexts
• Cultural adaptation strategies in brand messaging

Foundations of brand identity and brand communication

• The brand as a cultural and relational construct
• Brand positioning and narrative coherence

Storytelling and brand narration

• The “why”: What is storytelling—elements and structure
• The “what”: Basic knowledge and skills for effective storytelling
• The “where”: Areas of application for storytelling
• The “how”: Storytelling formats and the role of digital media in brand story promotion

Designing an international communication plan

• Context analysis, goal setting, budget allocation, and target identification
• Cultural adaptation of messages, channel selection, and media planning
• Results measurement
• Case studies and practical exercises

• Knowledge and understanding: Students will acquire core knowledge related to international communication, branding, and narrative strategies in global contexts. They will be able to understand the cultural, media, and symbolic logics influencing brand communication in international markets. This goal will be pursued through lectures, theoretical discussions, and critical analysis of models and case studies.
• Applying knowledge and understanding: Students will be able to apply acquired knowledge to analyze, design, and implement brand communication strategies and storytelling campaigns suitable for different cultural and media contexts. They will also gain skills in building international communication plans, identifying objectives, target audiences, channels, language use, and narrative formats. This will be supported through exercises, group work, and project-based activities.
• Autonomy of Judgment: Students will develop the ability to independently assess the most appropriate communication choices in international contexts, considering cultural, media, and strategic variables. They will be capable of formulating original and well-founded narrative solutions for different types of brands, cultivating a critical and reflective perspective on global communication. This will be achieved through case study analysis, engagement with professionals, and project simulations.
• Communication skills: Students will be able to clearly and effectively articulate the skills acquired, using specialized language appropriate to different professional contexts and audiences. Emphasis will be placed on the ability to present narrative projects and brand communication strategies orally, in writing, and through multimedia formats, also in international settings. This will be developed through simulated presentations and discussion activities.
• Learning skills: Students will enhance their capacity for autonomous and continuous learning, with the aim of keeping their skills up to date in the evolving field of international branding and communication. They will be encouraged to integrate theoretical and practical knowledge in preparation for further studies or entry into the job market. This will be achieved through lectures, testimonials, business case analysis and discussion, group work, in-depth seminars, and the production of written assignments.

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

The course includes meetings with industry experts, allowing for analyzing specific case studies related to international communication, corporate storytelling, and brand storytelling.

Teaching

The course involves the use of different teaching methods:

• Lectures
• Case study presentations/seminars
• Group work
• Classroom discussions

Innovative teaching methods

The course will include practical exercises and potential case study simulations related to the development of an international communication plan. The necessary materials will be uploaded to the university's Moodle platform.

Course books

The teaching material made available by the teacher can be found, together with other support activities, within the Moodle platform ›blended.uniurb.it

Slides and materials were provided by the teacher.

Suggested readings:

Additional texts to support the study will be communicated shortly.

Assessment

Learning outcomes will be assessed through a written exam consisting of 15 questions, including both multiple-choice and open-ended questions. The scoring is structured as follows: 14 questions are worth 2 points each, and one question is worth 3 points, for a total of 31 points (equivalent to 30 with honors).

The evaluation criteria are the following: the level of mastery of knowledge; the degree of completeness of the answer, along with its contextualization within the general program of the course, and the degree of adequacy of the explanation.

Specifically, the attending students must demonstrate the acquisition of (i) full knowledge of the concepts (corresponding to 50% of the overall assessment); (ii) an adequate degree of completeness and articulation of the answers (corresponding to 30% of the overall assessment); (iii) an adequate explanation of the answers by applying the concepts acquired during the course (corresponding to 20% of the overall evaluation). The exam duration is 45 minutes. The vote is expressed in thirtieths, and the exam is passed with a grade of at least 18/30.

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.

Attendance

Non-attending students are encouraged to consult the teaching materials available on Moodle (slides discussed in class, seminars, and any additional materials), which will support a deeper understanding of the books listed in the 'Study Texts' section.

Course books

To allow non-attending students to compensate with independent study for what is covered during the lessons, further resources aligned with the course content will be provided shortly to facilitate full understanding.

Assessment

The assessment methods are the same for both attending and non-attending students.

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.