COMMUNICATION STRATEGIES AND ADVERTISING PRACTICE

The Course aims to introduce the basic principles of Corporate Communication in the context of the company's decision-making process. The obstacles that hinder an effective exchange of knowledge inside and outside the company and the different communication techniques will be analyzed within the course. The basic notions of relational and organizational communication will be represented within the course and the strategic role of communication in public relations will be examined in details. At the end of the course, the student is able to understand and to apply the communication tools available to companies to communicate, focusing on the objectives and the coherence with brand strategy and on the quantitative assessments of the communication’s strategy to achieve its goals.

No one

Knowledge and understanding: The student - by participating in the lectures and practical activities of the course - will have developed the ability to understand the basic principles of Corporate Communication in the context of the company's decision-making process. At the end of the course there will be an oral test to evaluate the understanding of the basic notions of the tools of the corporate communication and its strategic role with reference to internal and external stakeholders, as well as in public relations. Applying knowledge and understanding: The student - acquiring the correct tools and method - will be able to interpret, apply and present the obstacles that hinder an effective exchange of knowledge inside and outside the company and the different communication techniques. Making judgements: The student, through the use of the methodologies acquired during the course, will have acquired problem analysis skills and the ability to identify the information necessary for their solution. Specifically, critical thinking, problem solving, self-management, teamwork, relationship and communication skills will be adequately developed, which enhance and make the disciplinary skills more usable. Communication skills: At the end of the course the student will be able to use the technical vocabulary of the corporate communication, addressing the legal issues at hand with terminological accuracy. Through the various activities that will take place during the course – lessons with discussion, moot courts, workshops – the student will be able to put these communication skills into practice in various contexts, by adapting the terms used to the interlocutor in the specific case, thus gaining advanced rhetorical skills necessary for his/her professional career. Learning skills: The technical-economic knowledge acquired during the course will allow the student to autonomously understand and interpret communication's techniques and adapt them to the specific reference context. The student will develop a solid knowledge of the fundamental aspects of the subject that will allow him to continue to deepen the topics addressed independently and to undertake the various post-graduate professional training courses.

Corporate communication: definition, purpose, business-related communication (convergence and tools); •Corporate reputation: definition, scope, advantages of a good reputation; •Visual identity and the areas of business communication; •Marketing communications; -The stages of advertising campaigns; •Institutional Communication: -Lobbying; -Crisis Communication; -Corporate social Responsibility (CSR); -Political Communication; •Financial and economic communication; •Internal communication; •Market researchs; •Media Planning; •Media Relations; •The communication insight; •The communication planning; •Budgeting.

Comin G. “Comunicazione integrata e reputation management“. LUISS Press, 2019.

Lectures, case studies, testimonials

The exam consists of an oral interview in which the student must demonstrate knowledge and understanding of the main topics of Corporate Communication in the context of the company's decisionmaking process, knowing how to apply them to practical cases submitted to his attention by the teacher through the prospect of concrete examples. The student will have to be able to independently analyze the relevant models and theories illustrated during the lessons and correctly use the technical vocabulary of the subject, thus demonstrating that he has achieved the study method and the learning ability necessary to continue the deepening of the matter. For the purposes of assigning a mark out of thirty, the following evaluation criteria will be taken into account: • knowledge and understanding of the institutions and the principles of the subject and the ability to apply them to concrete cases (70%); • ownership of the communication technical lexicon, ability to consult and evaluate relevant sources and acquisition of the study method (20%) • Other activities (eg: participation in class, seminars, project work, etc.) 10% through which to understand students' independence of judgment other skills useful for achieving the training objective.Learning gaps concerning one or more notions or principles will lead to an insufficient evaluation, even in presence of a basic knowledge of the matter.

Course attendance and successful final check Previous training choices