46479 - Corporate Communication (1)

Learning outcomes

At the end of the course, the student has acquired the basic knowledge of business communication tools, public relations and the development of a communication plan.

Course contents

• Business communication and public relations landscape
• The communication plan: theory and practice
  
• Internal and external communication
  
• Operational areas and tools: media relations, corporate communication, events, sponsorships, corporate social responsibility (CSR), institutional relations, crisis communication, unconventional marketing, neuromarketing, advocacy
  
  

The monographic part of the course focuses on communication in the health sector: patient advocacy, awareness campaigns and the fight against fake news in the medical-scientific field.

Readings/Bibliography

Required Texbooks

• Oppi, Biagio (2021) #PassioneComunicazione. Introduzione alle relazioni pubbliche e alla comunicazione strategica, Bononia University Press (website BUP)
• Muzi Falconi, Toni (2005), Governare le relazioni. Obiettivi, strumenti e modelli delle relazioni pubbliche, Edizioni Il Sole 24 Ore (available in .pdf)
• Martello Stefano, Oppi Biagio (2017)Disastri Naturali: una comunicazione responsabile? L'Aquila, l'Emilia-Romagna e il centro Italia. Verso un modello strutturato di ascolto e resilienza attiva, Bononia University Press

Recommended basic texts

• Diegoli Gianluca (2020), Svuota il carrello. Il Marketing spiegato benissimo, UTET
• Martello S., Vazzoler S. (2020) Libro bianco sulla comunicazione ambientale, Pacini Editore
  
• Testa Annamaria (2007), La Pubblicità, Il Mulino
  
• Vignati Fabrizio (2024) Public relations. Teoria, metodologia e strumenti di una professione della comunicazione, Guerini Next

To better understandi Corporate Communication

• Brown R., Pehrson S. (2023) Psicologia Sociale dei gruppi, Il Mulino
• Capeci Federico (2017),Post Millennial Marketing. Marketing di nuova Generazione, Franco Angeli Ed.
• Cavazza Nicoletta (2017), Comunicazione e Persuasione, Il Mulino
• Ferrari Tino (2016), Comunicare l'impresa. Realtà e trend polisensoriale-emozionale. Bologna: CLUEB (Cooperativa Libraria Universitaria Editrice Bologna) - Versione eBook
• Ferrari Tino (2009), Marketing e comunicazione non convenzionale. Guerrilla, virale, polisensoriale emozionale. Bologna: Clueb. / Cap. 1-2-3
• Frankfurt Harry (2005), On Bullshit, Princeton University
• Grandi Roberto, Miani Mattia (2006), L'impresa che comunica. ED. ISED / Cap. 6 "Pubblici e stakeholder"
• Martello S., Vazzoler S. (2020) Libro bianco sulla comunicazione ambientale, Pacini Editore
  

Documents & Articles (downloadable)

• AA.VV (2012), Melbourne Mandate (trad. italiana), Global Alliance for PR and Communication management
• AA.VV. (2012), Building Belief. A New Model for Activating Corporate Character and Authentic Advocacy, Arthur Page Society
• Vazzoler S. (2021) Il Decalogo della comunicazione ambientale, Amapola

 

Recommended Websites

• AMEC Framework
• Creatori di Futuro
• Ferpi
  
• Global Alliance for PR & Communication Management
• Influence

 

 

Teaching methods

The course will be structured in lessons divided into theory and concrete cases, which will be accompanied by group exercises on the elaboration of communication plans and development of communication tools.


There will be a series of interventions with real case histories, presented by Italian and foreign communication professionals, in the form of an interview / interview led by the teacher (in Italian and English).

The practical part is activate with the permanent workshop called Comm To Action: from this workshop a work group was born which it is possible to participate if really motivated, which also carries out ad hoc project work during the Academic Year.  For info visit the site.

Assessment methods

Exam methods


Verification of learning takes place through one of the following two ways:


1- The project work, do be developed during the lessons on topics agreed with the teacher - only for attending students;
2- the written test, in which analyzes of communication cases or communication plans are proposed - for attending and non-attending students.

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1. Project work (for attending students only)
It is a work that will be agreed and developed with the teacher in class; the project works must be delivered by the date agreed with the teacher.



2. Written test
Attending students will be asked to develop a paper, in remote, with the possibility of choosing between the following tracks:
1- Communication plan to be developed;
2- Analysis of a case of crisis communication;
3- Analysis of a communication campaign.

NON-Attending students will be asked a single question at each exam, in remote to develop their own paper.

 

Erasmus

Erasmus students will be able to write the paper (and/or the exam document) in English.

Teaching tools

The lessons will be supported by the projection of slides and videos, the presentation and analysis of concrete cases, the use of specialized websites and the testimonies of professionals.


Further bibliography and in-depth sitography will be communicated during the lessons.

Office hours

See the website of Biagio Oppi