SL2004  WORKPLACE AND INTERNAL AND EXTERNAL COMMUNICATION (A.Y. 2023/2024)

• Accademic Unit

  Faculty of Social Sciences

• Course

  Licentiate in Leadership and Management

Objectives: The course will cover the fundamentals of communication, such as internal communication, external communication, and the rise of digital communication, through the analysis of the latest theories and the management of engaging concrete case studies. Students will learn how to design, set and implement a communication plan targeted on external and internal stakeholders such as the media, customers, institutions and employees. Digital communication will add to the course a new valuable stream of knowledge, both technical and theoretical. The course will go through the P.O.E.S. approach, framing all the opportunities that arise from “paid, owned, earned and social” media.
It will address digital and social media marketing, communication strategies and effective execution of the plan. Students will go through the nature and implications of the internet and new technologies for communication, including content creation, media relations, networking, stakeholder management, targeting and positioning.
Students will also learn to assess opportunities and potential risks in relation to social responsibility, corporate assets, and reputation. They will analyze the importance of communication and timely and effective decision making in emergency scenarios.
Classes will learn how to manage communication with an integrated and strategic approach to strengthen accountability and corporate reputation.

Contents: After an introduction to the role of communication and the concept of branding, we’ll go thought all the steps of the communication planning process: from strategy to execution to assessment.
Topics covered include: the brand ecosystem, the communication planning process, communication objectives, how to define internal and external stakeholders and how to engage them, internal communication, media channels and digital communication: how to create contents for the web, the main characteristics of social media, the basics of sustainability and corporate social responsibility.

Methodology: Class activities include lectures, case studies, guest lecturers,
project work and class presentations.

Means of evaluation : Active participation in class (10% of final grade), 1 group project work assignment (30% of final grade) and a 30-minute individual written test with individual written test with closed questions (60% of final grade).

• Information
• Teachers
• Lesson schedule/Room
• Bibliography

Information

• Semestre: 1° Semestre
• ECTS: 4

Teachers

Peter LAH

Stella ROMAGNOLI

Lesson schedule/Room

Semester	Day	From	To	Room	Floor	Building	Notes
1° Semestre		0.00	0.00	TBD	0		Dal 9 ottobre al 27 novembre 2023

Bibliography

• TbD Students are required to study all the articles, handouts and slides provided during the course.