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basic Marketing
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.
The Business Communication course is dedicated to the analysis of the main problems in the individual areas of corporate communication and the ability of the latter to create consensus as well as visibility, value as well as information. The course also analyzes the main issues related to the various communication tools and the joint and integrated use of the media: from mass media to personal media and the use of new technologies
1. Business communication as a tool for managing relationships 2. Areas of business communication 3. The contribution of each area of the communication to the creation of value 4. Tools and channels of corporate communication 5. Ethics and business communication 6. Institutional communication 7. Institutional communication in the event of a crisis 8. Environmental and social communication 9. Management communication and satisfaction of internal customers 10. Economic and financial communication 11. Investor Relations activity 12. Commercial communication 13. Advertising 14. Direct marketing 15. Sales promotion 16. Personal selling and interpersonal communication 17. Public relations 18. Sponsorships
Erasmus Students can 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.
The teaching will be divided into theoretical lessons, aimed at the conceptual framing of the subject matter, in interactive exercises and in testimonies of operators in the sector.
The examination takes place in written form, with reference to the content of the indicated text. It consists of a test based on 4 questions (3 open questions + 1 question consisting of 5 multiple choice questions.