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
primo semestre dal Sep 24, 2012 al Dec 21, 2012.

Lesson timetable

primo semestre

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 A.A. 2012-2013 attending and non-attending students will be made available prior to course beginning

Assessment methods and criteria

The exam will be passed after an oral colloquium.

Teaching aids

Documents



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