Instructional goals
The Certificate aims to develop advanced competencies in corporate communication and corporate reputation management, with particular attention to stakeholder relations, media relations, and communication management in crisis situations. The programme combines conceptual frameworks with direct contributions from senior communication executives from a major company, developing transversal competencies in analysis, storytelling, and reputation management.
Prerequisites
No specific prerequisites are required; a basic understanding of corporate communication dynamics may be useful.
Intended learning outcomes
Upon completion of the Certificate, students will be able to analyse stakeholder engagement and public affairs dynamics, assess corporate reputation management strategies, apply media relations and corporate storytelling techniques, and manage communication in crisis contexts. The Certificate is particularly relevant for future professional roles within the communication departments of large companies.
Course Contents
The Certificate addresses the main topics of corporate communication and Reputation Management, with direct contributions from senior corporate communication executives. The programme explores: public affairs and stakeholder engagement; reputation as a strategic asset; media relations and corporate storytelling; crisis communication and risk management; international and digital communication; and an applied case study on events and communication.
Reference Books
Teaching materials (slides, case studies, and supplementary readings) will be provided by the instructors for each session.
Teaching Methods
Activities may include, by way of example:
• experiential and collaborative learning (group projects, simulations, role-plays, mini-challenges based on real cases, think-pair-share activities, peer feedback);
• project- or data-based learning (dataset analysis, thematic deep dives, case study redesign);
• guided discussions and debates (Socratic seminars, expert panels, structured debates).
Assessment Method
Assessment will be based on active participation in the sessions and on a final group assignment consisting of a critical analysis of one of the topics covered in the programme, aimed at assessing students' ability to apply corporate communication and reputation management concepts to a concrete case.
Assessment is expressed on a pass/fail basis.
Requirement for obtaining the Certificate: regular attendance of at least 70% of the learning activities and successful completion of the final assessment.
For non-compliant students and students exempt from the attendance requirement, learning outcomes will be assessed through an oral examination, defined by the instructor in accordance with the Certificate content, learning objectives, and expected learning outcomes.
For this purpose, the examination for non-compliant students and students exempt from the attendance requirement may include, at the instructor's discretion, questions on course content, discussion of cases or practical scenarios, analysis and discussion of materials, presentation and discussion of individual assignments, or any other assessment method deemed appropriate to verify the full achievement of the expected learning outcomes.
The Digital Badge will only be awarded to students who meet the minimum 70% attendance requirement. Therefore, students who, for any reason, including exemption from the attendance requirement, do not meet this threshold will not be eligible to receive the Digital Badge, even if they successfully pass the final examination.
Thesis assignment criteria
Not applicable
Week 1
The session, led by Avv. Nicolò Mardegan, will focus on Public Affairs, Stakeholder Engagement and Communication. Tools and approaches for managing institutional relations and dialogue with key corporate stakeholders will be analysed through examples drawn from professional practice.
Week 2
The session, led by Fabio Marando, will focus on Reputation as a Strategic Asset. Models for measuring and managing corporate reputation and its role as a strategic lever for business will be explored.
Week 3
The session, led by Mario Taliani De Marchio, will focus on Media Relations & Corporate Storytelling. The tools required to build effective relationships with the media and develop a coherent and effective corporate narrative will be presented.
Week 4
The session, led by Fabrizio Meloni, will focus on Crisis Communication & Risk Management. Models and tools for managing communication in crisis situations and preventing reputational risks will be analysed.
Week 5
The session, led by Andrea Fortunato, will focus on International and Digital Communication. The challenges of corporate communication in international contexts and the opportunities offered by digital channels will be explored.
Week 6
The session, led by Valeria Falcone, will focus on an applied case study on Events and Communication, with an operational focus on the design and management of corporate events.
Week 7
Not applicable
Week 8
Not applicable
Week 9
Not applicable
Week 10
Not applicable
Week 11
Not applicable
Week 12
Not applicable