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 29, 2025 al Dec 18, 2025.

Courses Single

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 (7 credits) is structured into three sequential steps, tracing an evolutionary trajectory that begins with the most consolidated branding approaches and progresses to forms of corporate identity that are most in tune with the evolving context in which the company operates.
The first part of the course will therefore address the brand as a competitive asset capable of distinguishing a company's output from the enormous variety of offerings facing consumers. From this perspective, defined as "Business As Usual," understanding, designing, and managing the brand will be the central themes.
The second part of the course will consider the environmental, social, and existential effects of the current business and economic system operating model. These effects, collectively identified with the term "World On Fire," will be analyzed with reference to both their manifestations and their causes.
Finally, the third part of the course will outline the outlines of a new way of being and doing business, capable of overcoming the problematic aspects highlighted. The "New Corporate Ethos," which some companies have already begun to develop and which must gradually extend to all of them, will be examined both in its theoretical components and in the concrete experiences already observed today.
In this evolutionary trajectory, companies and their brands are no longer part of the problem, but become part of the solution. By leveraging their strengths to generate a positive impact, they can assume the exciting role of guiding the path towards a safer, fairer, and more fulfilling future.
ETHICS MODULE
The ethics module (2 credits) will introduce some of the key issues related to the contemporary theme of sustainability in its main applied forms.
In addressing the topic, we will first clarify its meaning, often misunderstood or used opportunistically and inappropriately, and then highlight its impact on business and brand management.
The concept of sustainability will be explored in the following dimensions:
→ environmental
→ food
→ social
with examples of policies, practices, and corporate best cases.
The lesson plan—and the related exam syllabus—are subject to change.

Bibliography

Didactic methods

Teaching methods consist of both lectures—for the transmission of basic concepts, key categories, and fundamental application tools—and interactive teaching methods such as seminars, group work, case studies, and the participation of scholars, entrepreneurs, managers, and experts as keynote speakers.
The course also relies on a variety of learning resources; in particular, in addition to the textbook, numerous support materials, additional readings, and website links are available on Moodle, making the course a potentially enriching 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