Corporate Communication
PROF. EDOARDO TEODORO BRIOSCHI
COURSE AIMS
The course will propose – in its complexity and articulation – corporate
communication in its broadest meaning, otherwise known as total business
communication.
That meaning introduces communication as the governing perspective of the
company itself, as well as the operational translation of that perspective in the total
communication policy, which therefore includes any area (institutional
communication, marketing communication, internal communication, etc.) and any
communication discipline (advertising, public relations, promotions, sponsorships,
etc.).
A specific in-depth look at the economic valuation of "communication intangible".
COURSE CONTENT
1.
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TOWARDS THE COMMUNICATIVE BUSINESS
2.
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COMMUNICATION AS BUSINESS PERSPECTIVE
3.
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TOTAL BUSINESS COMMUNICATION
Essential features of the “Communicative Business”.
The evolutionary pathway that has led to this typology: corporate perspectives
The horizons that open to “Communicative business”: the company as a brandsystem.
The communication perspective: traits and potential.
The assumptions of that perspective: the communication culture.
The axioms of that culture.
The full operational translation of the perspective in question: the “touch-points
approach”.
The concept of total communication.
The international doctrine on the subject: contents and prospects.
The recipients of corporate communication: from defining the market specifics
to considering the company’s stakeholders.
– Message transmission channels: traditional means, non-conventional means, the
new media.
– Corporate communication areas: for superseding the traditional pattern.
4. FROM THE STRATEGY TO THE POLICY OF TOTAL COMMUNICATION
– Corporate identity and image.
– The management of their relations.
– The strategic alternatives: from a cautious strategy to an “overextension
strategy”.
– The process that leads to the definition of the total communication policy.
– Corporate “soul searching”.
5. COMMUNICATION IN THE COMPANY’S ECONOMY
– Intangible assets: general notions.
– Hiroyuki Itami: from the study of Japanese companies to the formulation of a
general theory.
– The corporate image as an “intangible asset”: features and components.
– The Harvard Business School model: the Service Profit Chain.
– Communication and company profitability.
6.
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ECONOMIC VALUATION OF “COMMUNICATION INTANGIBLES”
From the investment to the valuation.
Identification and in-depth review of “communication intangibles”.
Valuation of "direct" communication intangibles.
Valuation of "partial" communication intangibles.
Several challenges to the valuation.
READING LIST
E.T. BRIOSCHI, Dalla pubblicità alla comunicazione d’azienda: problematiche, metodologie e
questioni aperte, Vita e Pensiero, Milano, 2013.
E.T. BRIOSCHI-G. CAPRARA, Problemi attuali di valutazione d’azienda. Gli intangibili della
comunicazione, Vita e Pensiero, Milano, 2010 (pp. 19-134).
Students not attending class on a regular basis: the full content of the first two textbooks
will be covered by the exam.
For a more in-depth look at international doctrine, reference should be made to:
E.T. BRIOSCHI-R.C. GAMBETTI, La comunicazione d’azienda come disciplina scientifica: un confronto
tra la Scuola americana e la Scuola europea, in Communicative business, Italian research
review on business communication, 2010, 2 (pp. 165 e ss.).
E.T. BRIOSCHI-Y. KOBAYASHI, A comparative study in business communication: Integrated
marketing communication, Total business communication, Koukoku, Vita e Pensiero,
Milano, 2008.
TEACHING METHOD
Lectures and discussions in class; presentation of case studies; seminars with guest
experts.
ASSESSMENT METHOD
Final oral exams.
NOTES
Attendance of the seminars is an integral part of the course.
Further information can be found on the lecturer's webpage at
http://docenti.unicatt.it/web/searchByName.do?language=ENG or on the Faculty notice
board.