The course of corporate communication aims to make students acquire knowledge and skills on models, techniques and tools of integrated communication adopted by companies and communication agencies.
To achieve this objective, the first part of the course will focus on the features and development trends in corporate communication, highlighting the public, models and tools used in the communication mix. It will be dedicated a specific focus on advertising, through the description of case studies and the explanation of national and international campaigns, with traditional and unconventional strategies. Particular attention will be given to the impact of digital communication and social media (blogs, social networking sites, etc.) with an illustration and discussion of several case studies and best practices in the areas of corporate, non-profit communication and tourism.
In the second part of the course, students will learn what are public relations and what challenges are facing today companies and organizations in the strategic management of communication with different publics (citizens, media, digital influencers)
Students will be involved in group exercises and the implementation of a social media project work to be agreed with the teacher.
Further details on the course program can be found in e-learning platform, where they will be uploaded materials such as slides and further readings.