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Focus of the course is the analysis of the principal subjects of every business communication area; the ability of a firm to create consensus more than visibility, value more than information. In the second part, the course will cover the integrated and conjunct use of the different communication instruments and of their media: mass media, personal media, and also the new technologies. The students will learn to comprehend the business communication role and the communication instruments in the different business areas. The course aims to explore all the knowledge and competences needed by a business communication manager.
1. Business communication for relationships’ management 2. The business communication areas 3. The contribution of each business communication area to value creation 4. Business communication’s instruments and channels 5. Ethics in business communication 6. Institutional communication 7. Institutional crisis communication 8. Environmental and social communication 9. Managerial communication and internal customers’ satisfaction 10. Economic and financial communication 11. Investor Relation activities 12. Marketing communication 13. Advertising 14. Direct marketing 15. Sales promotion 16. Personal selling and interpersonal communication 17. Public relations 18. Sponsorships
Erasmus Students can should study using the text Clow K. E., Baack D., “Integrated Advertising, Promotion and Marketing Communications”, 2009, Pearson Education Ltd, excluding the part from page 56 to page 140. These students should, in any case, very soon, communicate to the teacher their intention to take the exam in English.