Study-unit CORPORATE COMMUNICATION STRATEGY
| Course name | International economics and management |
|---|---|
| Study-unit Code | 20A00068 |
| Location | PERUGIA |
| Curriculum | Comune a tutti i curricula |
| Lecturer | Cecilia Chirieleison |
| Lecturers |
|
| Hours |
|
| CFU | 9 |
| Course Regulation | Coorte 2018 |
| Supplied | 2019/20 |
| Supplied other course regulation | |
| Learning activities | Caratterizzante |
| Area | Aziendale |
| Sector | SECS-P/07 |
| Type of study-unit | Obbligatorio (Required) |
| Type of learning activities | Attività formativa monodisciplinare |
| Language of instruction | Italian. Please, consider that some of the teaching activities and project works could be in English. |
| Contents | The course deals with the strategic aspects of communication. In particular, we discuss the corporate communication, the social communication, the crisis communications, the brand management and the most recent trends in business communication. |
| Reference texts | Pastore A., Vernuccio M. (2008 or after), Impresa e comunicazione, Maggioli Editore - chapters 1, 2 (excluding paragraphs 2.3 and 2.4), 3 (excluding paragraphs 3.4), 7, 8 (excluding paragraph 8.3), 11, 13, 16, 17, 22, 25, 26 Merli R. (2012), La responsabilità sociale d'impresa: aspetti teorici e strumenti operativi, Cedam (up to page 200). On Global Reporting Initiative (GRI) see www.globalreporting.org Particularly use the following documents: https://www.globalreporting.org/standards/resource-download-center/ https://www.globalreporting.org/standards/media/1036/gri-101-foundation-2016.pdf Erasmus students are allowed to take the exam in English, using the following textbook: Argenti P. (2013), Corporate Communication, McGraw-Hill/Irving, New York |
| Educational objectives | At the end of the course the student will have in-depth knowledge of the business communication, both at strategic and at operational level. The main knowledge acquired will be related to corporate, crisis, social, commercial, and financial communication. Based on this knowledge, the student will acquire expertise on the development of an appropriate corporate communication mix and will acquire specific skills in developing a communication plan, both at strategic and functional level. |
| Prerequisites | In order to be able to acquire the required knowledge and skills, is necessary to have the capability to understand the fundamental phenomena of the business administration and management. It's also useful to have taken the exam of Corporate governance and competitive strategies or otherwise having studied the main business strategies, both at the corporate level and at the level of strategic business unit. |
| Teaching methods | The course provides lectures and analysis of business cases. Various group activities will be proposed to the students, focused on the analysis and discussion of real business problems. At the end of the project work, the students might be asked to draw up a final report. |
| Other information | Facebook: www.facebook.com/StrategiaComunicazioneEconomiaPerugia For further information, please send an email to: cecilia.chirieleison@unipg.it |
| Learning verification modality | The exam includes an oral or a written exam. The oral exam consists in a discussion lasting about 20-25 minutes to verify whether and to what extent the student has assimilated the concepts included in the program of the course. The written exam includes the answer to a maximum of 4 open questions and lasts one hour. The written exam is intended as a replacement of the oral test. Student having attended at least the 70% of the class lesson, will be evaluated taking into account the team works (15%), the Project Work on a real case history (40%), and an Assignment (45%). The Assignment requests to write a memorandum to a CEO on aspects dealing with communication. The exact title of the Assignment is the same for all the students and will be communicated during class lessons. In any case, Erasmus students are allowed to take the exam orally and in English. The exam has the aim to ensure the acquisition of the required knowledge and to assess the degree to which the student is able to process them. Particular attention is paid to the language capability and to the exposure ability. During the examination, both orally or writing, the student will also be asked to contextualize the knowledge provided and to demonstrate through concrete examples the acquisition of required skills. |
| Extended program | The main themes of the program are the following: - The communication strategy - The communication process - Corporate communication, public affairs and crisis communication - CSR communication and social report - Commercials and communication plan - Emerging trends in communication |