BRANDING AND COMMUNICATION - 2

This course is critical for the master degree in Marketing Management (https://www.unive.it/data/it/10209/marketing-management-emr7-2525 ). 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. Slelected chapters E. Invernizzi & S. Romenti, CORPORATE COMMUNICATION E RELAZIONI PUBBLICHE Mc Graw Hill, 2020
2. Market Definition in Multi-Sided Markets - Note by Dr Lapo Filistrucchi 2018
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).

Learning is assessed through a written test.
The final written test consists of 6 multiple choice questions (18 points) and 2 open questions (12 points).
The use of books, notes and electronic devices is not allowed during written tests.

Students participating to integrated activities, are required to participate to discussions and laboratory activities. In these cases, they can earn up to 4 additional points on their written test grade, if sufficient.
Regarding the grading scale (how grades will be assigned),
A. Scores in the range of 18-22 will be assigned when:
- Adequate knowledge and applied understanding in reference to the curriculum are demonstrated.
- Sufficient communication skills, especially regarding the use of specific language related to the subject
B. Scores in the range of 23-26 will be assigned when:
- Good knowledge and applied understanding in reference to the curriculum are demonstrated.
- Adequate communication skills, especially regarding the use of specific language relatedto the subject.
C. Scores in the range of 27-30 will be assigned when:
- Good or excellent knowledge and applied understanding in reference to the curriculum are demonstrated.
- Fully appropriate communication skills, especially regarding the use of specific language related to the subject
D. Honors will be granted when there is excellent knowledge and applied understanding in reference to the
curriculum, exceptional judgment, and communication skills.

written and oral

Regarding the grading scale (criteria for assigning grades):
A. Scores in the 18-22 range will be assigned in the presence of:
Sufficient knowledge and understanding of the course program;
Limited ability to apply knowledge and formulate independent judgments;
Sufficient ability to communicate using the appropriate technical language of the subject.

B. Scores in the 23-26 range will be assigned in the presence of:
Fair knowledge and understanding of the course program;
Fair ability to apply knowledge and formulate independent judgments;
Fair ability to communicate using the appropriate technical language of the subject.

C. Scores in the 27-30 range will be assigned in the presence of:
Good to excellent knowledge and understanding of the course program;
Good to excellent ability to apply knowledge and formulate independent judgments;
Good to excellent ability to communicate using the appropriate technical language of the subject.
D. Honors will be awarded in the presence of outstanding knowledge and applied understanding of the program, excellent judgment skills, and exceptional communication abilities.

lectures, project works, manager speeches, case studies

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.