Corporate communication (2017/2018)

Course code
Name of lecturers
Paola Castellani, Marina Berton
Paola Castellani
Number of ECTS credits allocated
Academic sector
Language of instruction
Secondo Semestre Magistrali dal Feb 26, 2018 al May 25, 2018.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course aims to provide the fundamentals of corporate communication as part of the decision making process, analyzing the different techniques and the obstacles to effective transfer of knowledge inside and outside the company. The course proposes the basic concepts of interpersonal and organizational communication and deepens the strategic role of communication in public relations.


Corporate communication: definition, purpose, categories
Listening to the foundation of communication (communication and listening barriers).
Verbal, para-verbal and non-verbal communication.
Public speaking (how to organize a public presentation).
Written communication (also on the web): business writing - skills and text editing; types of letters and corporate publishing; the use and abuse of e-mail.
Digital communication: actions, uses, tools, transmedia storytelling.
Internal communication: goals, tools and actions.
The corporate reputation: definition, dimensions of analysis, advantages of a good reputation.
The communication of corporate social responsibility (tools).
Deepening of the following specialized services of corporate communication:
- media relations (organization and work of the press office, impact of the Internet on daily newspapers);
- the organization of events (goals, planning, management and evaluation, critical issues, strategic value, sustainability).

The teaching methods include both the use of frontal lessons as regards the transmission of basic notions and the use of seminars and forms of active teaching, including the participation of scholars, entrepreneurs and experts in quality of privileged witnesses on some topics of deepening.

Reference books
Author Title Publisher Year ISBN Note
Invernizzi Emanuele, Romenti Stefania Relazioni pubbliche e corporate communication, 1. Le competenze e i servizi di base McGraw-Hill, Milano 2013 9788838663543 Il libro di testo è oggetto di studio solo per gli studenti non frequentanti.
Mazzei Alessandra Strategia e management della comunicazione d'impresa. Relazioni e sense-making per gestire e competere (Edizione 1) FrancoAngeli, Milano 2015 9788891725172 Il libro di testo è previsto solo per gli studenti frequentanti. Del libro di testo non sono oggetto di studio il capitolo 11 (La comunicazione nel retail: esperienze, persone e valori) e il capitolo 12 (L'Ascolto degli stakeholder).

Assessment methods and criteria

The examination is oral to test critical analysis skills will take place.

The final evaluation is expressed in 30/30 and is basically aimed at assessing the student's ability to acquire specific knowledge and to be able to effectively and technically discuss the topics of corporate communication dealt with during the course.