Teaching code

4S02511

Academic staff

Federico Brunetti, Francesca Bazzani

Coordinator

Federico Brunetti

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

Primo semestre LM dal Sep 30, 2024 al Dec 23, 2024.

Courses Single

Not Authorized

Lessons timetable Moodle Seminars 0

Learning objectives

The 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 regard to corporate identity, the main focus will be on brand as a catalyst of company identity and image. As for business ethics, special consideration will be devoted to practical issues and the subsequent models and tools.

Prerequisites and basic notions

No prerequisites

Program

CORPORATE IDENTITY MODULE
The module program (7 cfu) is divided into 3 steps in sequence, such as to draw an evolutionary trajectory that starts from the most consolidated branding approaches to arrive at the forms of corporate identity more in tune with the evolution of the context in which the company operates.
In the first part of the course, therefore, the brand will be treated as a competitive asset capable of distinguishing the company's output in the enormous variety of offers consumers are faced with. In this perspective, defined as "Business as usual", understanding, design and management of the brand will be the topics at the center of attention.
In the second part of the course, the effects caused by the current operating model of companies and the economic system will be considered from an environmental, social and existential point of view. These effects, collectively identified with the expression "World on fire", will be analyzed both with reference to their manifestations and their causes.
Finally, in the third part of the course, the features of a new way of being and doing business will be outlined, such as to overcome the problematic aspects highlighted. The "New corporate ethos", which some companies have already begun to develop and which will gradually involve all of them, will be examined both in its theoretical components and in the concrete experiences that it is already possible to observe today.
In this evolutionary trajectory, companies and their brands are no longer part of the problem, but become part of the solution and, by leveraging their strength to generate a positive impact, they can take on the exciting role of leading the way towards a safer, fairer and more satisfying future.
BUSINESS ETHICS MODULE
The module (2 cfu) will introduce some of the main issues related to the contemporary theme of sustainability and its main applications.
Dealing with the topic, first aim will be clarifying the meaning, often misunderstood or used in an opportunistic and inappropriate way. Second aim is talking about the impact on the companies, on the brand management and on communication with the external environment.
The concept of sustainability will be declined in its features:
→ environmental
→ food
→ societal
All topics will be faced with examples of corporate policies and best practices.
The lesson program - and the related exam program - are subject to updating.

Bibliography

Didactic methods

The teaching methods consist both in frontal lessons, as regards the transmission of the basic notions, key categories and fundamental application tools, and in forms of interactive teaching such as seminar lessons, group work, case studies as well as the participation of scholars, entrepreneurs, managers and experts as privileged witnesses.
The course is also based on a plurality of learning resources; in particular, in addition to the textbook, numerous support materials, additional readings, links to websites are made available on the e-learning platform, such as to make the course a potentially very rich experience in terms of knowledge acquisition.

Learning assessment procedures

The exam consists of an oral colloquium, divided between the part of Corporate Identity and that of Business Ethics.

Evaluation criteria

The evaluation is aimed at verifying the acquisition of the fundamental contents of the module, the ability to systematically connect the different parts of the program, the ability to critically analyze the key-concepts, the ability to apply knowledge to the company reality, the ownership of language and the ability to move with ease between the concepts learned and the brand's communication environment.

Criteria for the composition of the final grade

The final assessment is expressed out of 30 and takes into account all the tests taken for the purpose of assessing learning.

Exam language

Italiano

Sustainable Development Goals - SDGs

This initiative contributes to the achievement of the Sustainable Development Goals of the UN Agenda 2030. More information on sustainability