2. Professors
  3. SIANO Alfonso
  4. Teaching

CORPORATE COMMUNICATION AND BRAND MANAGEMENT

Alfonso SIANO CORPORATE COMMUNICATION AND BRAND MANAGEMENT

0323100004
DIPARTIMENTO DI SCIENZE POLITICHE E DELLA COMUNICAZIONE
EQF7
CORPORATE COMMUNICATION E MEDIA - CORPORATE COMMUNICATION AND MEDIA
2018/2019

OBBLIGATORIO
YEAR OF COURSE 2
YEAR OF DIDACTIC SYSTEM 2017
PRIMO SEMESTRE
CFUHOURSACTIVITY
960LESSONS
ALFONSO SIANO T Curriculum
Objectives
THE COURSE AIMS TO ALLOW THE STUDENTS THE PROPER COMPREHENSION OF THE PROCESS OF CORPORATE COMMUNICATIONS AND BRAND MANAGEMENT, CONSIDERING THE TECHNOLOGICAL, SOCIAL, ECONOMIC, COMPETITIVE AND CONSUMPTION FACTORS, WHICH DETERMINE KEY DECISIONS BY THE COMPANIES AND THE NON-PROFIT ORGANIZATIONS.
THE COURSE DEALS WITH THE CORPORATE COMMUNICATION IN A MANAGERIAL PERSPECTIVE AND PROVIDES THE STUDENTS WITH THE SET OF PRINCIPLES, TECHNIQUES AND TOOLS OF STRATEGIC AND OPERATIONAL MANAGEMENT.
IN THE LIGHT OF THE KNOWLEDGE ACQUIRED, THE STUDENTS WILL BE ABLE TO:
- UNDERSTAND THE MEANING AND THE VALUE OF THE CONCEPTS, PRINCIPLES, TECHNIQUES AND TOOLS OF CORPORATE COMMUNICATION AND BRAND MANAGEMENT;
- USE THE CORRECT PRINCIPLES, TECHNIQUES AND TOOLS FOR THE RESEARCH, THE ANALYSIS, THE EVALUATION, THE DECISION-MAKING AND THE MONITORING OF THE RESULTS RELATED TO THE CORPORATE COMMUNICATION AND BRAND MANAGEMENT;
- EXPRESS CRITICAL ATTITUDES AND JUDGEMENT IN ORDER TO KNOW HOW TO CORRECTLY DECIDE IN A RANGE OF DIFFERENT OPTIONS;
- ACHIEVE ADEQUATE SKILLS OF PROBLEM SOLVING IN THE FIELD OF CORPORATE COMMUNICATION AND BRAND MANAGEMENT.
Prerequisites
THE UNDERSTANDING OF THE DISCIPLINE REQUIRES THE KNOWLEDGE OF THE BASICS OF ECONOMICS, ORGANIZATION, BUSINESS MANAGEMENT AND MARKETING.
Contents
INTRODUCTION TO CORPORATE COMMUNICATION:
- CORPORATE COMMUNICATION: OBJECT AND PURPOSE;
- KEY CONCEPTS IN THE FIELD OF CORPORATE COMMUNICATION;
- UNIT/DEPARTMENT OF CORPORATE COMMUNICATION.

CORPORATE REPUTATION:
- FROM CORPORATE IMAGE TO CORPORATE REPUTATION: A PARADIGM SHIFT;
- THE CONCEPT OF CORPORATE REPUTATION;
- FUNCTIONS OF THE CORPORATE REPUTATION;
- THE PROCESS OF REPUTATION BUILDING: SOURCES AND PERCEPTIONS;
- THE PROCESS OF REPUTATION BUILDING: THE ROLE OF SOCIAL INTERACTIONS;
- REPUTATION CAPITAL AND REPUTATIONAL RISK;
- CORPORATE REPUTATION ONLINE: BETWEEN CONSUMER EMPOWERMENT AND REPUTATIONAL RISK.

RESOURCES AND RESOURCE-HOLDER:
- THE ROLE OF THE RESOURCES AND RESOURCE-HOLDER IN RESOURCE DEPENDENCE THEORY ;
- THE ROLE OF THE RESOURCES AND RESOURCE-HOLDER IN VIABLE SYSTEMS APPROACH;
- THE THEORY OF RESOURCE-HOLDER;
- THE THEORY OF STAKEHOLDER SALIENCE FOR THE IDENTIFICATION OF KEY RESOURCE-HOLDER;
- RESOURCES AND RESOURCE-HOLDER: OPPORTUNITIES AND RISKS ASSOCIATED WITH THE LEVEL OF CORPORATE REPUTATION.

STAKEHOLDER ENGAGEMENT AND RESOURCE-HOLDER RELATIONSHIP: COMMUNICATION AREAS:
- STAKEHOLDER ENGAGEMENT;
- RESOURCE-HOLDER, RELATIONS AND COMMUNICATION AREAS;
- EMPLOYEE RELATIONS AND INTERNAL COMMUNICATION;
- PARTNER RELATIONS, SUPPLIER RELATIONS, DISTRIBUTOR RELATIONS;
- INVESTOR RELATIONS AND FINANCIAL COMMUNICATION;
- LABOUR MARKET RELATIONS AND RECRUITMENT COMMUNICATION;
- CUSTOMER RELATIONS AND MARKETING COMMUNICATION;
- MEDIA RELATIONS AND COMMUNICATION OF INFLUENCE;
- GOVERNMENT RELATIONS AND PUBLIC AFFAIRS (LOBBYING);
- COMMUNITY RELATIONS AND INSTITUTIONAL (CITIZENSHIP) COMMUNICATION;
- PRESSURE GROUP RELATIONS AND INSTITUTIONAL (CITIZENSHIP) COMMUNICATION;

COMMUNICATION MANAGEMENT PROCESS:
- A MODEL OF CORPORATE COMMUNICATION MANAGEMENT.

STRATEGIC MANAGEMENT: CREATION AND COORDINATION DECISIONS OF CORPORATE IDENTITY RESOURCES:
- FROM KEYWORD TO SLOGANS;
- SYMBOLIC ELEMENTS: CORPORATE VISUAL IDENTITY AND JINGLE;
- BRAND NAME AND BRAND LOGO;
- OWNED MEDIA;
- GUIDELINE FOR CORPORATE COMMUNICATION;
- FROM STRATEGIC MANAGEMENT TO OPERATIONAL MANAGEMENT: THE INTEGRATED COMMUNICATION.

OPERATIONAL MANAGEMENT: ALLOCATION AND COORDINATION DECISIONS OF COMMUNICATION RESOURCES:
- METAPHORS OF “UMBRELLA” AND “WHEEL”: THE INTEGRATION OF COMMUNICATION MESSAGES AND CHANNELS;
- PLAN OF CORPORATE COMMUNICATION;
- COPY STRATEGY;
- MEDIA PLANNING: INDICATORS AND COST PARAMETERS;
- PRE-TEST FOR THE ASSESSMENT OF COGNITIVE AND BEHAVIORAL EFFECTS.

PROGRAMS OF BRANDING:
- GLOBAL BRANDING VS LOCAL BRANDING;
- ETHICAL BRANDING;
- EMPLOYER BRANDING;
- BRANDING AND CUSTOMER RELATIONSHIP MANAGEMENT;
- RETAIL BRANDING;
- BRAND EXTENSION;
- TRADEMARK LICENSING;
- CO-BRANDING;
- INGREDIENT BRANDING;
- BRAND STORYTELLING;
- CRISIS COMMUNICATION;
-BRANDING PROGRAMS AND BRAND EQUITY.

COMMUNICATION AUDIT:
- CORPORATE COMMUNICATION AUDIT: EVOLUTIONARY ASPECTS AND LEVELS OF MANAGEMENT;
- MEDIA MEASUREMENT;
- ASSESSMENT OF COGNITIVE AND BEHAVIORAL EFFECTS;
- CORPORATE REPUTATION AUDIT.

IN-DEPTH FOCUS:
- WEB ANALYTICS: LEVELS AND METRICS FOR MARKETING AND COMMUNICATION
- SUSTAINABILITY COMMUNICATION IN DIGITAL ENVIRONMENT
- THE OSEC MODEL TO EVALUATE AND IMPROVE THE WEBSITES
- APPLICATIONS OF THE OSEC MODEL

Teaching Methods
THE DISCIPLINE IS INTRODUCED THROUGH LECTURES FOR ENCOURAGING THE ENGAGEMENT AND THE PROPOSITIVE ABILITY OF THE STUDENTS, IN THE PERSPECTIVE OF DEBATE AND CONTINUOUS COMPARISON OF ON COURSE TOPICS. LECTURES AND PRACTICE SESSIONS AIM TO AVOID THAT THE LESSONS ARE PASSIVELY EXPERIENCED BY THE STUDENTS.
Verification of learning
IT IS NEEDED TO PASS THE EXAM THAT CONSISTS OF A WRITTEN TEST AND AN ORAL EXAM. THEY MAY TAKE PLACE ON DIFFERENT DAYS, EACH ONE IS INTENDED TO BE EXCEEDED WITH A MINIMUM VOTE OF 18/30. THE FINAL VOTE IS GIVEN BY THE AVERAGE OF THESE TWO KIND OF EVALUATIONS.
THE WRITTEN TEST AIMS AT VERIFYING IN A TRANSPARENT AND OBJECTIVE WAY THE LEVEL OF KNOWLEDGE AND UNDERSTANDING ACQUIRED BY THE STUDENT ON THE THEORETICAL AND METHODOLOGICAL CONTENT OF THE PROGRAM.
THE ORAL EXAM CONSISTS OF QUESTIONS AND DISCUSSION ON THE THEORETICAL AND METHODOLOGICAL CONTENTS OF THE PROGRAM, SO AS TO ENSURE NOT ONLY THE LEVEL OF KNOWLEDGE AND UNDERSTANDING ACQUIRED BY THE STUDENT BUT ALSO THE ABILITY TO DISPLAY TOPICS WITH APPROPRIATE TERMINOLOGY.
Texts
SIANO A., VOLLERO A., SIGLIOCCOLO M., CORPORATE COMMUNICATION MANAGEMENT. ACCRESCERE LA REPUTAZIONE PER ATTRARRE RISORSE, GIAPPICHELLI, TORINO, 2015.

SIANO A., CONTE F. (2018), LA SOSTENIBILITÀ VIAGGIA NEL WEB. VALUTARE E MIGLIORARE LA COMUNICAZIONE DELLE ORGANIZZAZIONI SOSTENIBILI NELL’ERA DELLA DIGITAL ANALYTICS, FRANCOANGELI, MILANO
More Information
THE COURSE INCLUDES THE POSSIBILITY FOR THE STUDENTS TO ATTEND THE LABORATORY OF SUSTAINABILITY COMMUNICATION, FOR A TOTAL OF 20 HOURS, THAT ALLOWS PARTICIPANTS TO OBTAIN 2 CFU.
  BETA VERSION Data source ESSE3 [Ultima Sincronizzazione: 2019-10-21]