Teaching code

4S008047

Teacher

Mario Magagnino

Coordinatore

Mario Magagnino

Credits

6

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

1 A, 1 B

Lessons timetable Moodle Seminars

Learning objectives

The "Business Communication" course is a specific area of the great framework that is Marketing. The topics, some of a propaedeutic type, typical of marketing, aim to introduce students to basic knowledge, characterized by a strong interdisciplinary nature, in order to allow a graduate in Communication Sciences to play the role of business communicator (responsible for the press office, responsible for internal and external communication, etc.) The purpose of the "Corporate Communication" path is to provide the students of the toolbox to promote and build the company’s reputation, through the possibility of dialogue with the numerous Agencies outside the company of: advertising, p.r., press and press office, merchandising, sales promotion, media monitoring, social media marketing, market research, only to list the most widespread.

Prerequisites and basic notions

To undertake the Business Communication course, it is advisable to have attended the Business Organization course. A prerequisite is an interest in the psychosocial area and corporate culture

Program

. Marketing; the marketing-mix; the evolution of marketing in Italy; the (max. 't000characters) lifestyles of the Italians; marketing in postmodern society: "societing". market research; market research applied to communication tools. communication (advertising) in the marketing mix: product, institutional, subliminal, collective and social advertising; the budget. structure of advertising in Italy; investments, advertising agencies, dealerships, media centers, etc. ; professional associations in Italy-Europe. public relations, corporate and marketing areas: press office, press conference and press presentation, house organ, family day, lobby, sponsorships, fairs, crisis management, pr in the digital age, crm (customer relationship management), csr (corporate social responsibility), PR structure in Italy. sa / es promotion, propaganda communication in marketing, merchandising, direct marketing. Some lessons will focus on Heritage Marketing (Monographs and Corporate Museums) in collaboration with the Osservatorio Monografie lmpresa.

Bibliography

Didactic methods

lectures with the use of video projections and company testimonials. The course adheres to "ll Giornale in Ateneo", promoted by the Permanent Young Publishers Observatory.

Learning assessment procedures

Written test the same for attending and non-attending students and Erasmus and foreign students enrolled in the degree course of Communication Sciences. The test, lasting 1 hour, includes 15 open-ended questions, the purpose of which is to verify the knowledge of the tools of business communication.

Evaluation criteria

The evaluation is based on the adherence and completeness of the answer given to the question

Criteria for the composition of the final grade

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.

Exam language

italiano