Università Roma Tre

The aim of the course is to introduce students to theoretical models, methods and techniques of business communication activities, with a particular focus on marketing communication. Starting from the strategy and the marketing objectives, the students will be able to create a business communication strategy in an integrated perspective, using all the communication mix tools (with a focus on digital communication), and will be able to monitor and measure the performance of the developed initiatives.
There will be offered hints about different areas of business communication such as Institutional Communication, Organizational Communication and Economic-Financial Communication.
The course will also deal with various issues related to Branding, its development and its management over time and space. A particular attention will be given to the new phenomenon called "Brand Journalism" or "Brand Storytelling" which is leading companies to a communication focused on news and stories about the product and the brand, rather than on its characteristics. Students will then be able to create a story around a particular product or brand.
The course will be divided into two parts, a theoretical part and a practical part, including exercises and Project Works, which will lead the students attending to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works.