Master’s degree in Marketing and Corporate Communication

Corporate identity and business ethics

Course code
4S02511
Name of lecturers
Federico Brunetti, Stefano Rossi
Coordinator
Federico Brunetti
Number of ECTS credits allocated
9
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Site
VERONA
Period
Second semester dal Feb 27, 2012 al May 25, 2012.

Lesson timetable

Second semester

Not inserted.

Learning outcomes

Course aims at introducing students to the comprehension of corporate identity and business ethics notions both in their theoretical components and in their practical implications.
The broader framework is that of finding the most correct and effective ways companies can follow to manage their relationships with external audiences in a long run perspective.
With reagard to corporate identity, the main focus will be on brand as a catalyst of company identity and imagine.
Speaking of business ethics, such a topic will be developed with special consideration to practical issues and the subsequent models and tools.

Syllabus

Evolution of firm-market relationship
Marketing rise and mid-life crisis
(The need for a ) Marketing Reform
Firm's audiences and touch points
Corporate Personality – Identity – Immge – Reputation
Corporate communication principles
Post-Modern Society – Personality – Consumer
Consumption and brand meaning in a post-modern context
Brand: notion, function, evolution, power, operating mechanisms
Building a succesful brand
Individual and social effects of branding
Ethical issues in branding and corporate behaviour
Principles and operating models for corporate ethics

* * * * *

Textbooks for attending students are the following:
1. Lessons' notes
2. Kevin Lane Keller, Bruno Busacca, Maria Carmela Ostillio, La gestione del brand. Strategie e sviluppo, Egea, Milano, 2005, capp. 7 – 8 – 9 – 11
3. Texts and documents delivered during lectures or through web site

Textbooks for non-attending students are the following:
1. Kevin Lane Keller, Bruno Busacca, Maria Carmela Ostillio, La gestione del brand. Strategie e sviluppo, Egea, Milano, 2005, except capp. 5 – 6 – 10

Assessment methods and criteria

The exam will be passed after an oral colloquium.

Teaching aids

Documents



© 2002 - 2020  Verona University
Via dell'Artigliere 8, 37129 Verona  |  P. I.V.A. 01541040232  |  C. FISCALE 93009870234