COMPANIES & INSTITUTION COMMUNICATION
Syllabus
Updated A.Y. 2014-2015
COURSE PROGRAMME A.Y. 2014-2015
COMPANIES & INSTITUTIONS COMMUNICATION
Simonetta Pattuglia
ASS. PROFESSOR OF MARKETING, COMMUNICATION AND MEDIA
pattuglia@economia.uniroma2.it
N.B. Il Corso puo' essere frequentato anche dagli studenti dei corsi di laurea in lingua italiana che avrebbero voluto frequentare il corso Comunicazione delle Imprese e delle Istituzioni (non attivo). Le lezioni saranno tenute comunque in lingua inglese. Per questi studenti, il testo di studio e i materiali power point saranno in lingua italiana e l'esame sarà svolto in italiano (o comunque a scelta dello studente). Per approfondimenti e info aggiuntive v. orario di ricevimento.
Teaching Materials
• De Pelsmacker P., Geuens M., Van den Bergh J., Marketing Communications. A European Perspective, Fourth edition, FT Prentice Hall, 2010 (Chapters 1-2-3-5-6-7-8-10-11-13-15-17)
• Presentations by the teacher (pp charts)
Learning objectives
The Course intends to evaluate the role of communication in the modern value creation processes and to analyse the most important areas/tools, nowadays available, for implementing effective communication initiatives on an economic as well as on a social level.
Main topics
1. Introduction to Corporate and Marketing Communications
- Communication as a competitive advantage
- The Communication process
- The stakeholders system
- The branding management. The external and the internal branding
- Managing the corporate image and the corporate reputation
2. Main areas of communication: institutional, financial-economic, marketing, organizational
- The impact of technology on communications: old and new media
- The unconventional (marketing) communication
3. Strategies and planning
- Integrated communications (ICC + IMC)
- Corporate and Marketing Communications:
• strategies and planning
• objectives
• positioning
4. Communications mix
- Main communication tools: Advertising, Promotion, Public Relations, Personal communication, Internet, Social media and Mobile marketing and communication, Sponsorship, Events and their integration
- message
- media planning
- communication production: actors and processes
- communication budget
- communication plan and control
5. The communications for special audiences
- The communication in different sectors: public, entertainment, health, environment.
Schedule
November 11-12 Tuesday-Wednesday
November 11, 9-11 am
November 12, 4-6 pm
November 17-19 Monday-Wednesday
November 17, 9-11 am
Presentation of the COMMUTAINMENT CASE STUDY and Assignment project work (groups)
November 19, 4-6 pm
· November 25-26 Tuesday -Wednesday
November 25, 9-11 am
November 26, 4-6 pm
· December 2-3 Tuesday -Wednesday
December 2, 9-11 am
December 3, 4-6 pm
· December 9-10 Tuesday - Wednesday
December 9, 9-11 am
December 10, 4-6 pm
The Communication of the European Commission, The Press Office, The Commission Representative Unit
December 16-17 Tuesday - Wednesday
December 16, 9-11 am
Discussion Project works
December 17, 4-6 pm
Discussion Project works