The course addresses the theme of the communication phenomenon and the management of corporate communication from a theoretical perspective of managerial tools and operational techniques, also through the study of different cases presented in class by testimonials. To contribute to achieving the objectives of the CdS highlighted in the SUA sheet, the main aim of the course is to transfer knowledge tools, skills, and the ability to apply such knowledge and skills in broad and interdisciplinary contexts to solve problems and develop communication plans adaptable to different organizations, not just companies (e.g., public entities). Considering the strategic relevance of social media, particular attention will be paid to these themes with different in-depth perspectives. Specifically, at the end of the course, students must demonstrate: - Knowledge and understanding of the fundamental concepts of communication, its problems, and implications in the corporate context, and the ability to develop original ideas in formulating a specific context of corporate communication research; -The ability to apply their knowledge, comprehension skills, and abilities to tackle and solve concrete corporate communication problems in broad and transversal real contexts by formulating strategic plans applicable also to social channels; -The ability to integrate knowledge and manage complexity by formulating autonomous judgments on communication issues to offer strategic and operational solutions even in situations of information scarcity and inadequate data that characterize the communicative actions of most organizations; -The ability to communicate clearly and unambiguously the entire body of knowledge/application acquired during the course, seeking to enhance it through the use of appropriate verbal/non-verbal language to the discipline and to effectively manage such communication processes in ever-new and evolving communication channels like social media, as well as to different specialist and non-specialist interlocutors; -The development of learning skills demonstrating high maturity and a total capacity for autonomous study to undertake future educational and professional paths.

Although not requiring specific prerequisites, the course is particularly suitable for those who have already taken marketing-related exams. In any case, the course offers a transversal overview of the communication phenomenon. It can also be ideal for students from other degree courses who wish to deepen these themes by including it as an elective exam.

The course addresses the communication phenomenon and the management of corporate communication to create value, both from a theoretical perspective and from a managerial point of view. Focusing on the area of marketing communication and on branding strategies, the course will tackle the new challenges that companies and brands must face on both online and offline channels, thanks also to the intervention of industry experts and the realization of a group project that will address a real marketing communication problem. In this way, the course contributes to satisfying the educational objectives of the Course of Study (CdS) in terms of theoretical knowledge, strategic and operational skills, and soft skills. In particular, Communication and Branding covers the following topics: Introduction to the structural complexity of communication: Axioms of communication The communication process Factors influencing the effectiveness of communication Echo chambers and filter bubbles as phenomena of contemporary communication: Analysis of the dynamics and impacts on the perception and dissemination of information The communication of contemporary business: Strategic function for relationships with stakeholders Corporate personality, corporate identity, corporate image, and corporate reputation Brand activism Communication planning: Analytical, strategic, and tactical/operational phases Marketing communication: Definition, objectives, tools The brand as a fundamental communication vector: Definition, role, branding strategies (brand personality and archetypes) From the marketing plan to the marketing communication strategy: Processes and integration between marketing and communication The importance of creativity in communication: The strategic role of consumer insights The importance of the concept Focus on the advertising tool: Definitions, theoretical models, objectives Brand advertising: the "good" advertising of "good" brands Planning an advertising campaign: development stages, subjects, budget Digital and social advertising communication: New trends and strategies: Social Media Marketing (SMM) and Social Media Influencers (SMI) Social media management for marketing communication: Strategies, tools, and case studies The marketing communication plan: Focus on a brief that will be the guideline for developing the group project that will address a real marketing communication problem of a company/brand. In developing the various topics, themes such as stakeholder theory and brand activism will be explored, emphasizing the relevance of strategically managing Corporate Social Responsibility (CSR) communication. The triple economic, environmental, and social responsibility of companies and brands mainly contributes to pursuing the XII and IX goals of the 2030 Agenda.

For exam preparation at the theoretical level, students must study from the following text: Mazzei A., Ravazzani S. (2024) "Corporate Communication" Pearson. Specifically, the subsequent chapters will be subject to oral verification:
Chapter 1; Chapter 2; Chapter 3 (only paragraphs 3.1 and 3.2); Chapter 4; Chapter 5 (only paragraphs 5.3 and 5.4); Chapter 9; Chapter 10 (only paragraphs 10.3, 10.4, and 10.5); Chapter 11.
The study of these chapters must be integrated and supported by the slides that the teacher will make available on platforms like Teams and Moodle 2 in the specific sections of the course.
Optional recommended readings for those who wish to explore the discipline further:
- Other chapters and paragraphs of the exam mentioned above text
- Kotler P., Kartajaya H., Setiawan I. Marketing 5.0, 2021, Milan: Hoepli.

The course addresses the communication phenomenon and the management of corporate communication to create value, both from a theoretical perspective and from a managerial point of view. Focusing on marketing communication and on branding strategies, the course will tackle the new challenges that companies and brands must face on both online and offline channels, thanks to the intervention of industry experts and the realization of a group project to address a real marketing communication problem. In this way, the course contributes to satisfying the Course of Study's (CdS) educational objectives regarding theoretical knowledge, strategic and operational skills, and soft skills. In particular, Communication and Branding covers the following topics: Introduction to the structural complexity of communication: Axioms of communication The communication process Factors influencing the effectiveness of communication Echo chambers and filter bubbles as phenomena of contemporary communication: Analysis of the dynamics and impacts on the perception and dissemination of information The communication of contemporary business: Strategic function for relationships with stakeholders Corporate personality, corporate identity, corporate image, and corporate reputation Brand activism Communication planning: Analytical, strategic, and tactical/operational phases Marketing communication: Definition, objectives, tools The brand as a fundamental communication vector: Definition, role, branding strategies (brand personality and archetypes) From the marketing plan to the marketing communication strategy: Processes and integration between marketing and communication The importance of creativity in communication: The strategic role of consumer insights The importance of the concept Focus on the advertising tool: Definitions, theoretical models, objectives Brand advertising: the "good" advertising of "good" brands Planning an advertising campaign: development stages, subjects, budget Digital and social advertising communication: New trends and strategies: Social Media Marketing (SMM) and Social Media Influencers (SMI) Social media management for marketing communication: Strategies, tools, and case studies The marketing communication plan: Focus on a brief that will be the guideline for developing the group project to address a real marketing communication problem of a company/brand. In developing the various topics, some themes, such as stakeholder theory and brand activism, will be explored, emphasizing the relevance of strategically managing Corporate Social Responsibility (CSR) communication. The triple economic, environmental, and social responsibility of companies and brands mainly contributes to pursuing the XII and IX goals of the 2030 Agenda. Additionally, the course includes: Interventions by industry experts Group project: developing a marketing communication plan on a real brief that allows experimenting with team collaboration and applying skills acquired during the course. This integrated and multidisciplinary approach will ensure that students receive comprehensive training, preparing them to manage challenges effectively and innovatively in communication.

The course uses innovative teaching methods and provides for the recording on the TEAMS platform of lectures given in presence in line with the objectives expressed in the DEAMS strategic plan (2023_2026) and in line with the University guidelines.
Thus, the course includes frontal lessons managed through multimedia supports like PowerPoint presentations and videos of communication cases, aiming to encourage reflection and interactive exchange with the class. In addition to more theoretical lessons characterized by high interactivity, business testimonials and industry experts (communication consultants, corporate social managers, creatives) will be invited, which will be fundamental for promoting and enriching the transfer of managerial and problem-solving skills to students. During the course, practical exercises will also be carried out both individually and in small groups (generally three members) that will then support the writing of the final project, whose writing, presentation, and oral discussion will represent the fundamental moment to verify the achievement of the educational objectives described in another section of the syllabus. The final project will aim to propose a communication plan to solve marketing communication problems related to authentic brands/companies.

To verify the achievement of the course's educational objectives concerning the five Dublin indicators, two different phases of the final test are planned, which can also be taken in two separate calls (in this case, the project must be completed and presented first, and then the oral test performed): 1. The submission of the written report by the group (generally three members) in PDF format (maximum 25 pages, 35 lines per page) and the oral presentation and discussion of the group project through PowerPoint (or similar software) lasting about 30 minutes each. In this part, especially the competencies and the ability to creatively apply the concepts and problem-solving methods learned during the course to varied scenarios and with inadequate available information will be verified. (This part will weigh between 50-60% of the final grade, with a min of 18 and max of 30 cum laude) 2. Verification of the knowledge, competence, and learning of theoretical concepts, as well as, in particular, the actual communication ability developed by the student to use and apply languages, codes, and channels appropriate to the specific message recipient. (This part will weigh between 50-40%, with a min of 18 and max of 30 cum laude). The project will be carried out individually for those who should/wish to opt for the non-attending condition. The report's topic will be similar but will be done separately; the report will be adjusted in length and format (only in PPT version), and partly in some contents by agreement with the teacher. Non-attendees must request a face-to-face/online interview on the Teams platform with the course teacher to define these details together.

The course will address the crucial importance of accurate and transparent Corporate Social Responsibility (CSR) communication in its three dimensions: economic, environmental, and social. This aspect fundamentally engages all stakeholders, both those directly involved in the business activities and those indirectly interested. From this perspective, the topics covered in the course will help transfer principles and practices to achieve the 12th goal of the 2030 Agenda for Sustainable Development (SDGs), which promotes responsible consumption and production models. Furthermore, strategic communication management's implications aim not only to create value for the final market but also to achieve the 9th goal by promoting innovation in the industry. Through in-depth analysis and a practical approach, the course will enable students to understand how strategic communication management can support and amplify the commitment of businesses towards sustainability, fostering constructive and transparent dialogue with the community and creating shared value.