The aim of the course is to introduce students to theoretical models, methods and techniques of business communication activities, with a particular focus on marketing communication. Starting from the strategy and the marketing objectives, the students will be able to create a business communication strategy in an integrated perspective, using all the communication mix tools (with a focus on digital communication), and will be able to monitor and measure the performance of the developed initiatives.
There will be offered hints about different areas of business communication such as Institutional Communication and Organizational Communication.
The course will also deal with various issues related to Branding, its development and its management over time and space
The course will be divided into theoretical parts and practical parts, including exercises and Project Works, which will lead the attending students to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works.
There will be offered hints about different areas of business communication such as Institutional Communication and Organizational Communication.
The course will also deal with various issues related to Branding, its development and its management over time and space
The course will be divided into theoretical parts and practical parts, including exercises and Project Works, which will lead the attending students to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works.
Curriculum
scheda docente
materiale didattico
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Business writing and intercultural communication
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
There will be a dedicated focus to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
Mazzei A., Ravazzani S., Comunicazione d'impresa. Pearson, 2024. (Chapter 3 is excluded)
Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New
Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
Slide e materiali fornite durante il corso
Programma
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Business writing and intercultural communication
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
There will be a dedicated focus to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
Testi Adottati
Attending and Not Attending Students Mazzei A., Ravazzani S., Comunicazione d'impresa. Pearson, 2024. (Chapter 3 is excluded)
Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New
Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
Slide e materiali fornite durante il corso
Modalità Valutazione
The exam will be written, with open-ended questions for students attending and not attending. For attending students, the grade obtained in the written exam is added to the average score of the results achieved in the two project works carried out during the lesson period and presented in the classroom (max 5 points).
scheda docente
materiale didattico
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Business writing and intercultural communication
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
There will be a dedicated focus to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
Mazzei A., Ravazzani S., Comunicazione d'impresa. Pearson, 2024. (Chapter 3 is excluded)
Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New
Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
Slide e materiali fornite durante il corso
Mutuazione: 21210164 COMUNICAZIONE D'IMPRESA in Economia e Management LM-77 R PRINCIPATO LUDOVICA
Programma
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Business writing and intercultural communication
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
There will be a dedicated focus to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
Testi Adottati
Attending and Not Attending Students Mazzei A., Ravazzani S., Comunicazione d'impresa. Pearson, 2024. (Chapter 3 is excluded)
Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New
Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
Slide e materiali fornite durante il corso
Modalità Valutazione
The exam will be written, with open-ended questions for students attending and not attending. For attending students, the grade obtained in the written exam is added to the average score of the results achieved in the two project works carried out during the lesson period and presented in the classroom (max 5 points).
scheda docente
materiale didattico
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Business writing and intercultural communication
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
There will be a dedicated focus to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
Mazzei A., Ravazzani S., Comunicazione d'impresa. Pearson, 2024. (Chapter 3 is excluded)
Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New
Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
Slide e materiali fornite durante il corso
Programma
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Business writing and intercultural communication
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
There will be a dedicated focus to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
Testi Adottati
Attending and Not Attending Students Mazzei A., Ravazzani S., Comunicazione d'impresa. Pearson, 2024. (Chapter 3 is excluded)
Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New
Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
Slide e materiali fornite durante il corso
Modalità Valutazione
The exam will be written, with open-ended questions for students attending and not attending. For attending students, the grade obtained in the written exam is added to the average score of the results achieved in the two project works carried out during the lesson period and presented in the classroom (max 5 points).
scheda docente
materiale didattico
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Business writing and intercultural communication
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
There will be a dedicated focus to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
Mazzei A., Ravazzani S., Comunicazione d'impresa. Pearson, 2024. (Chapter 3 is excluded)
Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New
Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
Slide e materiali fornite durante il corso
Mutuazione: 21210164 COMUNICAZIONE D'IMPRESA in Economia e Management LM-77 R PRINCIPATO LUDOVICA
Programma
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Business writing and intercultural communication
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
There will be a dedicated focus to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
Testi Adottati
Attending and Not Attending Students Mazzei A., Ravazzani S., Comunicazione d'impresa. Pearson, 2024. (Chapter 3 is excluded)
Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New
Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
Slide e materiali fornite durante il corso
Modalità Valutazione
The exam will be written, with open-ended questions for students attending and not attending. For attending students, the grade obtained in the written exam is added to the average score of the results achieved in the two project works carried out during the lesson period and presented in the classroom (max 5 points).