Business and Management of Corporate Communications
PROF. ROSSELLA CHIARA GAMBETTI
COURSE AIMS
The course aims to illustrate the main theoretical/conceptual approaches utilised
internationally for corporate communications - an activity considered strategic to
corporate governance.
Accordingly, the course starts off with an analysis of the most significant
conceptual approaches to corporate communications adopted by the Anglo-Saxon
and Italian schools of thought, with an examination of similarities, differences,
innovative aspects and weaknesses.
The course then tackles various issues related to advertising, theoretically and
technically the most sophisticated form of communications within the promotional
mix.
Next, the course takes an in-depth look at issues in relations to communications in
the real estate sector. The complexities of both the sector and relationships with the
stakeholders within the sector make it possible to fully apply the conceptual and
operational principles of total business communications.
Lastly, the course contemplates a comprehensive special-study module that
analyzes the strategic role of brands within the competitive scenario, as well as the
challenges that prompt continuous change in the competitive scenario so as to
allow firms to distinguish themselves from the competition. The focus then shifts
to an analysis of the brand concept, and the functions and economic value of
brands, and to the illustration of today's most innovative strategies and experiments
implemented at the level of communications and advertising (co-branding
strategies, construction of the brand experience, branded entertainment, consumer
engagement, unconventional advertising).
COURSE CONTENT
GENERAL STUDY
The theory of corporate communications from an international perspective and as
developed in Italy
– The concept of corporate communications.
– Corporate communications and its main schools of thought.
Anglo Saxon school
– The integrated marketing communications (IMC): concept and distinctive
features.
– Corporate communications: concept and distinctive features.
- Significance; links between corporate identity, corporate image and
corporate reputation; and the role of communications in managing such
elements.
Italian school
– Total business communications: concept and distinctive features.
- The concept of a communications culture, the four related axioms, and the
communications perspective in corporate governance.
- Identity/image relationships and the methods for valuing the corporate
image.
- From communications perspective to total communications policy.
- Planning and control of the total communications policy.
Summary vision: comparison between the theoretical approaches illustrated with
reference to corporate communications.
SPECIAL STUDY
Brands. Multiple dimensions, value and communications experimentation
– The concept and functions of brands.
– The dimensions of the brand's economic value (brand equity).
– Experimentation in brand strategies: moving toward consumer brand
engagement (co-branding; brand extension; brand experience; branded
entertainment).
– Advertising and its development over time.
– The application of a touch-points approach to communications and the use of
unconventional media: ambient communication.
APPLICATIONS
The students attending class on a regular basis will be required to take part in a
series of seminars (10 ore) about the subject of “The new communications
challenges regarding the publishing product” to be conducted by Stefania Vitulli.
READING LIST
Students attending class on a regular basis
R.C. GAMBETTI-S. QUIGLEY (eds.), Managing corporate communication: a cross-cultural approach,
Palgrave McMillan, Eastbourne (UK), 2012 (Chapters 1, 2, 4, 9, 10 and 13).
Material published on the professor's web page (download area with password)
Students not attending class on a regular basis
E.T. BRIOSCHI, Dalla pubblicità alla Comunicazione d’azienda: problematiche, metodologie e
questione aperte, Vita e Pensiero, Milan, 2013.
R. C. GAMBETTI, La comunicazione d’azienda tra contesto globale e sviluppo locale, Giappichelli,
Turin, 2006.
R.C. GAMBETTI-S. QUIGLEY (eds.), Managing corporate communication: a cross-cultural approach,
Palgrave MacMillan, London, 2012.
Recommended reading for further study
E.T. BRIOSCHI, Communicative business. Il governo dell’azienda e della sua comunicazione
nell’ottica della complessità, Vita e Pensiero, Milan, 2008.
K.L. KELLER-B. BUSACCA-C. OSTILLIO, La gestione strategica del brand, Egea, Milan, 2005.
TEACHING METHOD
Interactive classroom sessions, seminars conducted by business experts, group projects.
ASSESSMENT METHOD
Written test.
NOTES
Further
information
can
be
found
on
the
lecturer's
webpage
http://www2.unicatt.it/unicattolica/docenti/index.html, or on the Faculty notice board.
at