COMUNICATION AND DIGITAL MARKETING - 1

This course is critical for the master degree in Marketing and communication (http://www.unive.it/data/32691/ #). The course provides methodologies and tools widely used by companies in order to manage corporate and marketing communication. Investigation of effective communication skills and tools, with particular attention to communication tools and activities that connect people within and beyond the organization. The course will also focus on crisis management and media system.

Intended learning outcomes through the active participation in class and individual studying.

1. Knowledge and understanding
- knowledge and understanding of the different theoretical approaches to the study of business communication
- knowledge and understanding of tools and models for the interpretation of the different communication challenges in a globalized and digital society

2. Ability to apply knowledge and understanding
- ability to apply the different theoretical approaches to business communication to real-world cases
- ability to apply models and tools to crisis management,
- ability to analyze and prepare a communication plan (for internal and external stakeholders)

3. Judgement
- ability to determine which theoretical approaches, tools and models are more appropriate to effectively evaluate business communication strategies
- ability to critically evaluate the most suitable communication tools given the characteristics of the competitive environment.

Business Management and Marketing, E-business, marketing operational tools.

The course program includes presentations and discussions on the following subjects: corporate communication, marketing, brand and communication strategies, communication operational tools and techniques; crisis management; media systems.

1. A. Pastore, M. Vernuccio, Impresa e Comunicazione, Apogeo, Milano 2008 (chapters 1, 2, 3, 4, 5, 7, 8, 9, 11, 12, 22, 25 and 26)
2. Rochet JC, Tirole, J (2003) Platform Competition in Two-sided Markets, Journal of the European Economic Association, 1(4):990 –1029
3. Colapinto, C., & Benecchi, E. (2014). The presentation of celebrity personas in everyday twittering: managing online reputations throughout a communication crisis. Media, Culture & Society, 36(2), 219–233. https://doi.org/10.1177/0163443714526550
4. Notes and readings available online (moodle)

Further information concerning business cases/papers and books chapters will be stated during the first class and published on the course website (moodle)

Written exam: Closed-Ended Questions test and open questions
The exam is closed-book (no books, papers, or electronic devices are not allowed).

lectures, project works, manager speeches, case studies

Italian

Each student needs to be enrolled to attend an exam. ANy problems have to be addressed to Campus Economico before the lists are closed.

Accessibility, Disability and Inclusion
Accommodation and support services for students with disabilities and students with specific learning impairments
Ca’ Foscari abides by Italian Law (Law 17/1999; Law 170/2010) regarding support services and accommodation available to students with disabilities. This includes students with mobility, visual, hearing and other disabilities (Law 17/1999), and specific learning impairments (Law 170/2010). If you have a disability or impairment that requires accommodations (i.e., alternate testing, readers, note takers or interpreters) please contact the Disability and Accessibility Offices in Student Services: disabilita@unive.it.

written and oral

This subject deals with topics related to the macro-area "Poverty and inequalities" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development