enterprise communication management · communication, visual communication, media relations). the...
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ENTERPRISE COMMUNICATION
MANAGEMENT
Faculty of Economics
A.A. 2019-2020Pagina 1
COURSE
Enterprise Communication Management
is a course
of the second level degree on
Economics and Communication for Management and Innovation
- area LM-77 Economic and Business Sciences -
This course belongs to the scientific field
SPS/08 – Sociology of Culture and Communication
cfu: 12
hours: 96
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The course Enterprise Communication Management
is divided into two modules:
part 1
CORPORATE COMMUNICATION
RAFFAELE LOMBARDI
48 h - 6 cfu
part 2
DIGITAL AND WEB COMMUNICATION
GIULIANA BALDO CHIARON
48 h - 6 cfu
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Objective
The course is intended to provide a comprehensive and up-
to-date treatment of the enterprise communication
management, and to equip students with an understanding of
the concepts and tools of corporate communication.
The key issues defining:
the traditional area of corporate communication (Public
Relations, Corporate Communication, Organizational
Communication, Visual Communication, Media Relations).
The digital and web corporate communication (emerging
areas of enterprise communication such as social media
communication, digital crisis communication, online branding,
intercultural communication). (…….)
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GOALS
to obtain a deep understanding of the strategic role of
Communication in building the corporate reputation and in
promote processes of social and cultural innovation;
to offer an overview of the numerous activities of the
private and public organizations referring to the field of
Communication;
to provide students with theoretical and practical tools
to manage Communication in professional organizations.
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THE COURSE ON LINE
https://elearning.uniroma1.it/
To access, students have to use the same username and password
they use in Infostud.
All the information concerning this module will be published in the
online course.
It is strongly recommended to all the students to enroll to the on line
course for information, documents and teaching materials, news, etc.
Find both modules online, with the name of the course and the teacher
Enterprise communication management – Part 1 Lombardi
Enterprise communication management – Part 2 Baldo Chiaron
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TIMETABLE
Monday h. 16-18 classroom 6B (Baldo Chiaron)
Tuesday h. 14-16 classroom 6A (Lombardi)
Thursday h. 16-18 classroom 6B (Lombardi)
Friday h. 14-16 classroom 6A (Baldo Chiaron)
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EVALUATION The exam registration is done exclusively through
Infostud (June/July/September 2020 & January 2021).
You will find both teachers on the Infostud platform but you
can enroll only once with one of the two teachers of your
choice.
There is an unique final note for the course,
corresponding with 12 cfu, including the evaluations made
by the two teachers of the course.
The final note corresponds to the average of the two
modules.
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EVALUATION
In the official exam dates can be enrolled:
the students who have already obtained the partial
vote on both modules (and therefore they only have
to verbalize the final note);
the students who have to do the exam written in one or
both modules.
Pagina 99
Corporate Communication
Raffaele Lombardi
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Raffaele Lombardi
Researcher in Sociology of Cultural and Communicative Processes
(SPS/08)
of Coris – Department of Communication and Social Research
Research interests
Communication for organizations: specific attention to no profit
organizations; traditional tools; identity & visual brand;
Communication of social themes; leadership; diversity management;
gender issues; cultural, social and ethnic inequalities
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Part 1 – Programme
Communication and public speaking
Corporate communication: basic dictionary and key-concept
Corporate communication in contemporary organizations
Brand identification system: identity, image, reputation
Media relations: press office, press release, press conference
Employee and Internal Communication
Leadership and Change Communication
Corporate social responsibility
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Part 1 – KEY-TEXTS
Joep CORNELISSEN
Professor of Corporate Communication and
Management at the Rotterdam School of
Management, Erasmus University.
4th edition (2013)
Corporate Communication. A Guide to
Theory & Practice, London, Sage (selected
chapters).
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Selected chapters
Ch. 1: Defining corporate communication
Ch. 2: Corporate communication in contemporary organizations
Ch. 3: Stakeholder management and communication
Ch. 4: Corporate identity, branding and corporate reputation
First test
Ch. 8: Media Relations
Ch. 9: Employee communication
Ch. 12: Leadership and change communication
Ch. 13: Corporate social responsibility and community relations
Second test
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EVALUATION Part 1Written exam
For students that attended class:
First test: 16 or 21 April (Chapters 1-2-3-4 + Slides
and course material in pdf electronic format).
Second test: 21 or 26 May (Chapters 8-9-12-13 + Slides
and course material in pdf electronic format).
Students who pass both tests and get a grade equal to or
greater than 18/30 do not have to do any more tests and do
not have to attend the official exam appeals.
When you have obtained the note also in the second module,
you can register on Infostud and the teachers will insert
directly the final note.
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EVALUATION Part 1
For students who have not passed the classroom tests or
for students who have not attended class:
Unique written exam on the entire program of the module,
during the official dates in June, July, September and January
2021.
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SCHEDULE
TUE 25 FEBR
THUR 27 FEBR
TUE 3 MARCH
THUR 5 MARCH
TUE 10 MARCH
TUE 17 MARCH
TUE 24 MARCH
THUR 26 MARCH
TUE 31 MARCH
THUR 2 APRIL
TUE 7 APRIL
TUE 14 APRIL
THUR 16 APRIL
TUE 21 APRIL
THUR 23 APRIL
TUE 28 APRIL
THUR 30 APRIL
TUE 5 MAY
THUR 7 MAY
TUE 12 MAY
THUR 14 MAY
TUE 19 MAY
THUR 21 MAY
TUE 26 MAY
PAY ATTENTION
1. Watch the schedule, because the lessons
will not take place every Tuesday and every
Thursday.
2. Any changes to the calendar will be
communicated directly on the e-learning
platform.
3. Test dates can be:
- 16 or 21 April
- 21 or 26 May
Must be confirmed during the course
Module 2 (6 cfu)
Digital & Web Communication
Giuliana Baldo Chiaron
Adjunct Professor, Faculty of Economics /
Department of Management.
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My biography
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Education
Foreign Languages
and Literature at the
University of Padua
(Italy)
International Business
and Marketing at the
Royal Holloway
University of London
(UK)
Professional Experience
(Over 20 years in the Information Technology, Telecommunications
and Fashion industries).
Since 2010 Marketing and Business Development Manager for
Clouditalia Telecomunicazioni (IRIDEOS GROUP) and Head of
International Prepaid Calling Services & E-Commerce
Marketing & Communication Manager for Computer Sciences
Corporation (Padua, Milan and Rome)
International Relations & Communications Manager for C3 Europe
& Alphatelecom (London, UK)
Professional and experienced lecturer at undergraduate and
postgraduate level.
Program Director of the Master in Fashion Management at RBS
Areas of specialisation:
Enterprise Communication Management, Marketing, E-commerce & E-business
Digital Communication
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Enterprise Communication Management
How organizations
communicate in the digital era
Pagina 21
This course is intended to introduce students to the process of developing and managing effective digital marketing communications.
Central to the course is:
1. Integrated Marketing Communications (IMC) management
2. how the market evolution is changing the way organizations communicate through online channels and digital technologies making digital communication actions an important part of most business activities.
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The module “Digital Communication”
Pagina 22
The course will provide students with:
• a conceptual framework and specific tools for communicating in complex business environments and accomplishing strategic professional business goals
• theoretical knowledge about web corporate communication key principles and issues
• knowledge and understanding of the techniques to define a digital communication strategy and to improve the quality of digital marketing communications (from identifying the audience's needs and pains through media planning and strategy till the creation of effective marketing communication messages (promotion campaigns, digital and social advertising..)
• Comprehension of the challenges, advantages and issues faced by companies using social media channels
• understanding of the major trends and evolution of digital and web communication
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The module “Digital Communication”
Specific topics of the module include:
• Market evolution and the new era of communication
• How Customer Experience is changing the way organizations communicate
• How to develop and maintain holistic customer centric marketing approaches using innovative tools and methods
• Web & Digital marketing communications strategies in different contexts
• Managing corporate and brand image using digital methods
• Social Media and Online Corporate Communication
• Digital media planning
• Internal communication and social technologies for collaboration
• Social Care and education
Pagina 2323
The module “Digital Communication”
Part 2 – MODE OF TEACHING
• interactive lectures
• class discussions
• guest speakers
• class work
• case-studies
• reading and writing of professional texts
• preliminary/partial exams
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Attendance is recommended, but not mandatory.
Part 2 – KEY-TEXTS• Joep CORNELISSEN (2013),
Corporate Communication. A Guide
to Theory & Practice, London, Sage
(selected chapters)
• Jerome M. Juska (2017), Integrated
Marketing Communication:
Advertising and Promotion in a
Digital World, Routledge (selected
chapters)
• Further articles, posts and books will be
suggested during the lectures
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EVALUATION & GRADING• Unique final grade for the course:
Corporate Communication (6 cfu) + Digital & Web Communication (6 cfu)
• The final grade will be registered on Infostud.
EVALUATION MODULE 2
In class participation* (oral and written exercises, class
discussions, presentations of case-studies).
Group Project (detailed info will be provided later) + video or in-
class presentations
Written exam (open questions)
*Students attending classes could integrate the final grade with
the evaluations gained in the midterm exam, in classworks and
homeworks, in partial preliminary exams (esoneri).
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A FEW QUESTIONS FOR YOU
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Your next job
Your expectations on this course
Thank you for your kind attention!
Pagina 28Pagina 2828
Giuliana Baldo Chiaron
Adjunct ProfessorFaculty of Economics
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My contact details