Corporate identity and business ethics (2014/2015)

Course code
Federico Brunetti
Academic sector
Language of instruction
Teaching is organised as follows:
Activity Credits Period Academic staff Timetable
lezione 1 8 primo semestre Federico Brunetti
lezione 2 1 primo semestre Stefano Rossi

Lesson timetable

primo semestre
Activity Day Time Type Place Note
lezione 1 Monday 9:20 AM - 11:50 AM lesson Lecture Hall SPA  
lezione 1 Tuesday 9:20 AM - 11:50 AM lesson Lecture Hall SPA  

Learning outcomes

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 reagard to corporate identity, the main focus will be on brand as a catalyst of company identity and imagine.
Speaking of business ethics, such a topic will be developed with special consideration to practical issues and the subsequent models and tools.


Evolution of firm-market relationship
Marketing rise and mid-life crisis
(The need for a ) Marketing Reform
Firm's audiences and touch points
Corporate Personality – Identity – Immge – Reputation
Corporate communication principles
Post-Modern Society – Personality – Consumer
Consumption and brand meaning in a post-modern context
Brand: notion, function, evolution, power, operating mechanisms
Building a succesful brand
Individual and social effects of branding
Ethical issues in branding and corporate behaviour
Principles and operating models for corporate ethics

* * * * *

Textbooks for A.A. 2012-2013 attending and non-attending students will be made available prior to course beginning

Assessment methods and criteria

The exam will be passed after an oral colloquium.

Teaching aids
Title Format (Language, Size, Publication date)
1 - Marca perde identità - E. Finzi  pdfpdf (it, 90 KB, 27/10/14)
3 - Dubbio unica certezza - G. Bocca  pdfpdf (it, 70 KB, 27/10/14)
3 - Era vulnerabilità - V. Codeluppi  pdfpdf (it, 79 KB, 27/10/14)
3 - Identità fissa - G. Papi  pdfpdf (it, 558 KB, 27/10/14)
3 - Il mondo di ieri - S. Zweig  pdfpdf (it, 2741 KB, 27/10/14)
3 - Invisible Badge - Change This  pdfpdf (it, 423 KB, 27/10/14)
4 - Manuale Visual Identity Policolor  pdfpdf (it, 9009 KB, 27/10/14)
5 - Brand Glossary - Brand Channel  pdfpdf (it, 136 KB, 27/10/14)
5 - Marca post-moderna - A. Semprini  pdfpdf (it, 174 KB, 27/10/14)
6 - Brand Architecture - D. Aaker  pdfpdf (it, 63 KB, 27/10/14)
6 - Unconscious branding - Change This  pdfpdf (it, 319 KB, 27/10/14)
Idea aziendalista dello studio  pdfpdf (it, 366 KB, 27/10/14)
Il tuo guru sei tu  pdfpdf (it, 1162 KB, 27/10/14)
Scordate il web - J. Franzen  pdfpdf (it, 186 KB, 27/10/14)
Students-Consumers - The Guardian  pdfpdf (it, 89 KB, 27/10/14)
Troppo presto per non sperare - R. Solnit  pdfpdf (it, 2439 KB, 27/10/14)
Viva il presente - S. Pinker  pdfpdf (it, 1332 KB, 27/10/14)