At the end of the course, the student will obtain a critical competence related to the evolution of corporate communication strategies, in a sociological and semiotic dimension.
The theoretical and practical aspects will be analyzed from the point of view of their dynamics, including those of crisis, in those directions that characterize the taking into account of the evolution of communication both on the internal and external front, B2B, B2C, and towards stakeholders.
Communication marketing skills will be acquired, with particular emphasis on the analytical dimension, to integrate the more general competence in communication sciences.
No prerequisites, except that having previously taken the semiotics exam will make the process easier.
The course will alternate theoretical lectures with presentation and discussion of case histories: the aim is to establish an active integration between conceptual and operational approach, respecting the pragmatic vocation of the subject.
The final exam will be in written form, through a questionnaire with 15 closed and/or open-ended questions.
Each correct answer will be worth 2 points.
A sixteenth question, optional, will be counted as honors (if correct) for those who have answered the first 15 correctly. Time to complete: 45 minutes.
1. The semiotic nature of the brand
2. The brand and the communication mix
3. Branding
4. Visual identity
5. Strategic arguments
6. Value and difference
7. Positioning
8. Narrative structure
9. Discursive effectiveness
10. The constructed recipient
11. Corporate communication
12. Corporate reputation
13. Communication strategies
14. Digital practices
15. Crisis communication
16 Storytelling and transmediality
17. Research
18. Events and PR
19. The brand and anticipation
20. The brand and the trend
21. The brand and innovation.
To request the thesis, you must have passed the exam with a grade of at least 25/30.
The thesis project will include:
The teacher is always available on the university email; receptions are by appointment.
