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 and Organizational Communication.
The course will also deal with various issues related to Branding, its development and its management over time and space
The course will be divided into theoretical parts and practical parts, including exercises and Project Works, which will lead the attending students 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.