Learning outcomes

Course aims at introducing students to the comprehension of corporate identity and business ethics notions both in their theoretical components and in their practical implications.
The broader framework is that of finding the most correct and effective ways companies can follow to manage their relationships with external audiences in a long run perspective.
With reagard to corporate identity, the main focus will be on brand as a catalyst of company identity and imagine.
Speaking of business ethics, such a topic will be developed with special consideration to practical issues and the subsequent models and tools.

Program

Evolution of firm-market relationship
Marketing rise and mid-life crisis
(The need for a ) Marketing Reform
Firm's audiences and touch points
Corporate Personality – Identity – Immge – Reputation
Corporate communication principles
Post-Modern Society – Personality – Consumer
Consumption and brand meaning in a post-modern context
Brand: notion, function, evolution, power, operating mechanisms
Building a succesful brand
Individual and social effects of branding
Ethical issues in branding and corporate behaviour
Principles and operating models for corporate ethics

* * * * *

Textbooks for A.A. 2012-2013 attending and non-attending students will be made available prior to course beginning

Examination Methods

The exam will be passed after an oral colloquium.

Teaching materials e documents

•   0 - Programma esame Modulo Corporate   (pdf, it, 293 KB, 14/11/12)
•   0 - Programma esame Modulo Etica   (pdf, it, 248 KB, 12/11/12)
•   10 - Brand con integrità - T. Tyrell   (pdf, it, 0 KB, 31/10/12)
•   10 - Conscientious Brand - N. Ind   (pdf, it, 51 KB, 31/10/12)
•   10 - Customer Advocacy - Brand Autopsy   (pdf, it, 94 KB, 31/10/12)
•   10 - Dal catalogo al magazine   (pdf, it, 174 KB, 31/10/12)
•   10 - Different Human Touch - Y. Moon   (pdf, it, 899 KB, 31/10/12)
•   10 - Far parlare prodotto - G. Soda   (pdf, it, 203 KB, 31/10/12)
•   10 - Futuro della marca - F. Fornezza   (pdf, it, 0 KB, 31/10/12)
•   1 - Contro gli esperti - F. Bolelli   (pdf, it, 583 KB, 02/10/12)
•   1 - Different Intro - Y. Moon   (pdf, it, 76 KB, 01/10/12)
•   1 - Professori senza frontiere - Internazionale 965   (pdf, it, 4959 KB, 26/09/12)
•   1 - Scordate il web - J. Franzen   (pdf, it, 186 KB, 02/10/12)
•   2 - Brandwashing M. Lindstrom - Brandchannel   (pdf, it, 2394 KB, 02/10/12)
•   2 - Bugie del Marketing - M. Lindstrom   (pdf, it, 258 KB, 02/10/12)
•   2 - Cluetrain Manifesto   (octet-stream, it, 23 KB, 01/10/12)
•   2 - Immoderation Proportion Mktg - T. Witkowski   (pdf, it, 92 KB, 20/11/12)
•   2 - Mgmt and Humanities - N. Ind   (pdf, it, 126 KB, 01/10/12)
•   2 - Mktg non convenzionale - B. Cova   (pdf, it, 192 KB, 01/10/12)
•   2 - Neo-Mktg - Kathy Sierra   (pdf, it, 16 KB, 01/10/12)
•   2 - Percorso evolutivo Mktg - B. Cova   (pdf, it, 756 KB, 03/10/12)
•   2 - Punk Mktg Manifesto   (pdf, it, 56 KB, 01/10/12)
•   2 - Punk Mktg - N. Laerner, M. Simmons   (pdf, it, 592 KB, 01/10/12)
•   2 - Riflessione sul Mktg - P. Iabichino   (pdf, it, 246 KB, 01/10/12)
•   3 - Dubbio unica certezza - G. Bocca   (pdf, it, 70 KB, 01/10/12)
•   3 - Era vulnerabilità - V. Codeluppi   (pdf, it, 79 KB, 01/10/12)
•   3 - Identità fissa - G. Papi   (pdf, it, 558 KB, 01/10/12)
•   3 - Il mondo di ieri - S. Zweig   (pdf, it, 2741 KB, 01/10/12)
•   3 - Viva il presente - S. Pinker   (pdf, it, 1332 KB, 04/10/12)
•   4 - Invisible Badge - Change This   (pdf, it, 423 KB, 02/10/12)
•   4 - Joyless Economy 1 - T. Scitovsky   (pdf, it, 168 KB, 02/10/12)
•   4 - Joyless Economy 2 - T. Scitovsky   (pdf, it, 1124 KB, 02/10/12)
•   4 - Joyless Economy 3 - T. Scitovsky   (pdf, it, 58 KB, 02/10/12)
•   5 - I perchè della marca - Centromarca   (pdf, it, 69 KB, 02/10/12)
•   5 - Kalenji   (pdf, it, 86 KB, 02/10/12)
•   5 - Marca perde identità - E. Finzi   (pdf, it, 90 KB, 02/10/12)
•   5 - Marca post-moderna - A. Semprini   (pdf, it, 174 KB, 02/10/12)
•   6 - Brand Architecture - D. Aaker   (pdf, it, 63 KB, 15/10/12)
•   6 - Brand Glossary - Brandchannel   (pdf, it, 136 KB, 15/10/12)
•   6 - Manuale Visual Id Compagnia San Paolo   (pdf, it, 389 KB, 02/10/12)
•   6 - Manuale Visual Id Hyundai Card   (pdf, it, 4593 KB, 02/10/12)
•   6 - Manuale Visual Id Policolor Orgachim   (pdf, it, 9009 KB, 22/10/12)
•   6 - Manuale Visual Id SSB   (pdf, it, 3853 KB, 02/10/12)
•   6 - Marketer's Guide to Behavioral Economics - McKinsey   (pdf, it, 667 KB, 02/10/12)
•   7 - Importance of Semiotics in Branding   (pdf, it, 261 KB, 22/10/12)
•   8 - 22 Immutable Laws of Branding   (pdf, it, 950 KB, 15/10/12)
•   8 - Branding a in post-branded world - Change This   (pdf, it, 797 KB, 17/10/12)
•   9 - Buyology - Change This   (pdf, it, 486 KB, 31/10/12)
•   9 - Grow - Change This   (pdf, it, 453 KB, 31/10/12)
•   9 - How to Build an Iconic Brand - D. Holt   (pdf, it, 1402 KB, 04/12/12)
•   9 - Lessons from Cultural Icons   (pdf, it, 603 KB, 04/12/12)
•   9 - Loyalty beyond reason - K. Roberts   (pdf, it, 226 KB, 31/10/12)
•   9 - Scrivere per il brand - L. Carrada   (pdf, it, 1311 KB, 31/10/12)
•   9 - Story behind Lovemarks - K. Roberts   (pdf, it, 107 KB, 31/10/12)
•   9 - Storytelling - G. Pacifico   (pdf, it, 615 KB, 31/10/12)
•   9 - Tribal knowledge - Change This   (pdf, it, 2008 KB, 30/10/12)
•   Aforismi e Citazioni - CIEI 12/13   (pdf, it, 269 KB, 10/12/12)
•   ETICA f/nf - ASSOSIM Linee Guida   (pdf, it, 1993 KB, 25/10/12)
•   ETICA f/nf - D.Lgs. 231   (pdf, it, 120 KB, 25/10/12)
•   ETICA f/nf - European Commission   (pdf, it, 1071 KB, 25/10/12)
•   ETICA f/nf - Progetto Q-RES   (pdf, it, 230 KB, 25/10/12)
•   ETICA nf - A Culture of Candor   (pdf, it, 2515 KB, 25/10/12)
•   ETICA nf - D'Orazio Responsabilità sociale   (pdf, it, 107 KB, 25/10/12)
•   ETICA nf - Federal Sentencing   (pdf, it, 128 KB, 25/10/12)
•   ETICA nf - SAI SA 8000   (pdf, it, 93 KB, 25/10/12)
•   Siti di interesse - CIEI 12/13   (pdf, it, 267 KB, 10/12/12)