Master’s degree in Marketing and Corporate Communication

Corporate communication

Course code
Name of lecturers
Paola Castellani, Marina Berton
Paola Castellani
Number of ECTS credits allocated
Academic sector
Language of instruction
secondo semestre lauree magistrali dal Feb 25, 2019 al May 31, 2019.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course aims to frame the fundamentals of corporate communication in the decision-making process. Different communication techniques and barriers to an effective transmission of knowledge both inside and outside the company will be analyzed. The basic notions of interpersonal and organizational communication will also be proposed and the strategic role of public relations communication will be deepened.


Business communication: definition, purpose, disciplines of business-related communication (convergence and specificity).
Listening to the foundation of communication (barriers to communication and listening).
Verbal, paraverbal and non-verbal communication.
Corporate reputation: strategic functions and communication levers, analysis dimensions, advantages of a good reputation.
Cultural, organizational and process factors for international communication strategies
Communicating for the knowledge and the alliance in the organizational relationships: the internal communication leader-oriented, the strategic behaviors and the processes of enablement of the collaborators, the model of internal communication of the intangible resources.
Diversity management.
Difficult communication: voice, silence, dissent and whistleblowing.
Public speaking (how to organize a public presentation).
Storytelling and business theater for organizational change.
Communication of corporate social responsibility (instruments).
An in-depth analysis of the organization of events as one of the specialized services of business communication: aims, design phases, management and evaluation, critical aspects, strategic value, sustainability.
Planning communication: an organizational and relational process.

Written communication (also on the web): business writing - text editing and skills; types of letters and business publishing; the use and abuse of e-mail.
Crisis communication.
Digital communication: actions, uses, tools.
A deepening of relations with the media as one of the specialized services of business communication: organization and work of the press office, impact of the internet in daily newspapers.

The teaching methods include both the use of frontal lessons as regards the transmission of basic notions and the use of seminars and forms of active teaching, including the participation of scholars, entrepreneurs and experts in quality of privileged witnesses on some topics of deepening.

During the course, the specific teaching material related to the individual lessons will be made available by the teachers on the E-Learning portal of the university, in the online space dedicated to teaching.


The study material in A.A. 2018-2019 is:

- the textbook edited by Alessandra Mazzei, Strategia e management della comunicazione d'impresa. Relazioni e sense-making per gestire e competere, FrancoAngeli srl, Milan, 2015
- lecture notes;
- the realization by the end of the course of a project work, individual or group, (score assignable to each student: from 0 to 3 points, to be added to the oral exam) on a theme related to the teaching program. The project must be delivered to the teachers by the end of the course. Pointed information on the elaboration of the project work will be provided in the first lesson of the course.

The study material for students not attending teaching in A.A. 2018-2019 will be communicated at the beginning of the course.

Reference books
Author Title Publisher Year ISBN Note
Studenti Appunti delle lezioni 2019 Per gli studenti frequentanti l'insegnamento nell'anno accademico 2018-2019
Mazzei Alessandra Strategia e management della comunicazione d'impresa. Relazioni e sense-making per gestire e competere (Edizione 1) FrancoAngeli, Milano 2015 9788891725172 Per gli studenti frequentanti l'insegnamento nell'anno accademico 2018-2019 sono esclusi dal programma di studio i seguenti capitoli del libro di testo: il capitolo n. 4 (Digital corporate communication: aziende social e pratiche digitali dei consumatori connessi), n. 11 (La comunicazione nel retail: esperienze, persone e valori) e il capitolo n. 12 (L'ascolto degli stakeholder).

Assessment methods and criteria

For both attending and non-attending students, the exam consists of an oral conversation aimed at ascertaining the overall maturity of the candidate. During the oral examination, various questions will be asked about the different themes of the program, in order to verify the student's communicative, expositive and critical skills. In this regard, particular attention will be given to:
- the depth and extent of the concepts learned;
- the properties of language in the exposition of the arguments;
- the ability to connect adequately the various knowledge acquired;
- the ability to critically relate concepts to what happens in the contemporary world.

The final evaluation is expressed in 30ths and it is fundamentally directed to evaluate the student's ability to acquire specific knowledge and to be able to effectively and technically argue the corporate communication themes addressed during the course.

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