Learning outcomes

The "Business Communication" course is a specific area in the study of Marketing. The topics, some of a propaedeutic type, typical of marketing, are aimed at introducing students to basic knowledge, characterized by a strong interdisciplinarity, in order to allow an SdC graduate to perform the role of business communicator (office manager press, responsible for internal and external communication, etc.). The purpose of the "Business Communication" course is to provide students with the toolbox to foster and build corporate reputation, encouraging and organizing dialogue with the numerous agencies outside the company regarding advertising, public relations, press and press office. , merchandising, sales promotion, media monitoring, social media marketing and market research.

Program

• The marketing; the marketing mix, the evolution of marketing in Italy; lifestyles of Italians, marketing in postmodern society: "societing" • Market research, ie market research applied to communication tools • communication (advertising) net marketing mix: product, institutional, subliminal, collective and social; the budget • structure of advertising in Italy, investments, advertising agencies, licensees, media centers, etc. ; Ie professional associations in Italy-Europe • Ie public relations, corporate area and marketing area: press office, press conference and press presentation, house organ, family day, lobby, sponsorships, fairs, crisis management, Ie pr in the digital age, crm (customer relationship management), the csr (corporate social responsibility), PR structure in Italy • sales promotion, propaganda communication in marketing, merchandising, direct marketing. Some lessons will focus on Heritage Marketing (Monographs and Corporate Museums) in collaboration with the Corporate Monographs Observatory.

Examination Methods

Written test the same for attending and non-attending students, Erasmus and foreign students, enrolled exclusively in the degree course of Communication Sciences.
The test, lasting 1 hour, includes 15 open-ended questions, the purpose of which is to check the knowledge of corporate communication tools; each question is worth two points if the answer is complete, for a maximum of 30/30 and an overall evaluation for the achievement of honors, based on the characterization of the answers.