INGLESE

None, but some basic knowledge of marketing concepts is advisable.

The course consists of both frontal and flipped lectures, as well as other practical class activities to enhance the development of analytical and marketing communication skills.

The course enables students to acquire theoretical knowledge and understanding of how corporate communications works traditionally and digitally. Besides, the students will develop analytical skills for the implementation of communication strategies to transmit key messages to targeted consumers.

Students will learn how to analyze and judge which is the best corporate communication strategy to use in the food industry according to the firm objectives. Moreover, students will be able to identify the key elements of a marketing communication plan and to develop their communication strategy (online and offline). Additionally, students will be able to understand how to implement some digital tools in class to improve the reach of their communication strategy.

Participation in all activities will help students to develop their analytical and critical thinking skills, allowing them to identify quality results through strategic thinking. Moreover, their participation in individual and group activities will allow them to develop their abilities to communicate and express their points of view while respecting others, as well as to gain confidence in themselves to present their work to an audience.

Introduction to corporate communication (0.5 ECTS)
Corporate communication theory (2 ECTS)
Identity, Imaging and reputation
Developing corporate communication strategies
The role of new media in corporate communication (3 ECTS)
Content strategy and Search engine optimization (SEO)
Search engine marketing (SEM) and display marketing
Social media
You-tube and video content
Customer journey
Influencers and blogs
IoT and Mobile
Finding the right strategy
Ethics in corporate communication and new media (0.5 ECTS)
Crisis management
Ethical communication
How to present results

The assessment is based on engagement, individual presentations, homework, assignments, a final project and a final exam.

The diverse assessments of learning are developed to test students skills in:
Understanding the importance of corporate communication and the role of new media in the food and beverage sector
Implementing their critical thinking in analyzing and deciding the best use of new media in the execution of communication strategies
Developing corporate communication strategies in an ethical way and according to each context

Learning is asses by individual participation, engagement and contribution to activities, individual assignments, a final project and a written exam.

The final grade is based on a weighted average of all assessment criteria.
Individual engagement and participation – 10%
Assignments – 15%
Individual presentation – 10%
Final project - 35%
Final written exam - 30%

Readings and materials will be provided on weekly basis on the e-learning platform.

https://learn.univpm.it/course/view.php?id=13243