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Second Semester 
Teaching style
Lingua Insegnamento

Informazioni aggiuntive

Course Curriculum CFU Length(h)
[11/80]  MANAGEMENT [80/30 - Ord. 2018]  International Management 9 54


The goal of this class is to help students to develop knowledge both on the basic communication theories, and the essential skills to apply them inside organizations. Moreover, the course aims to give students the basic knowledge and operational expertise of new frontiers of communications: experiential communication and communication that adopt as base the neuroscience new development.

The expected results are as follows:


At the end of the course, student:
A.1. will have become familiar with the multifaceted communication process and with methodologies to apply to achieve an effective communication and, specifically, with the elaboration of a communication plan with the help of tools as storytelling, digital storytelling and social networks.
A.2. will have knowledge of the cultural differences effects in the creation of an international successful communication.
A.3. will have awareness of the communicational dynamics both with internal stakeholder and external stakeholder.
A.4. will have skills to manage communication in crisis situations.

At the end of the course each student will be able to:

B.1. employ techniques and communicational tools to build a successful communication strategy, working in team.
B.2. apply the learned skills both in the case of communication to create in normal situations and in the case of communication to create in crisis situation and be able to support and argue the choices implemented in both situations.
B.3. evaluate and analyze, with critical sensibility, specific communication plans applying the better methodologies to develop an effective communication.
B.4. solve communicational problems in technological innovative situations.


At the end of the course, students:

C.1. will be able to solve problems and analyze the reality with critical sensibility.
C.2. will be able to acquire, analyze and understand and manage independently each useful information to express a personal evaluation on the role and significance of communication for organizations.
C.3. will be able to put in relationship all the several and different knowledge acquired and will be able to manage complexity coming from a reality more and more dynamic and stormy and will be able to fulfill communication consistent with social responsibility actions and in respect of ethics behaviors.


At the end of the course, each student will be able to:D.1. work in team with the comprehension of their specific dynamics and mage its to obtain constructive results.
D.2. communicate effectively their own point of view and the knowledge that generated it with the aim to obtain constrictive results.

At the end of class, each student will have grown up learning abilities that will allow him to increase his cognitive baggage, related to communication both with analysis and study of the international academic literature, and with the acquisition of documents from operational sources not academic.


With the perspective to have the maximum advantage of the course attendance, each student must know the meaning of the firm, strategy, marketing notions, and know the features of the main theories that can be applied to businesses, as well as the basic elements of the system thinking theory.
The possession of the aforementioned basic knowledge will be carried out through an initial test and any existing gaps will be the object of both specific papers and specific individual support activities by the teacher.


The course will be divided into three parts: the first, of general feature, is devoted to the presentation of some introductory concepts; the second, of operational feature, is devoted to the deepening of the tools to adopt for an effective communicational statement; the third, of experiential feature, is based on a predominant role of the student that, with the use of videos and other digital or not digital supports, performs, first, an individual or in small groups (max three students) analysis and, subsequently, verify comprehension in the classroom and socialize with the colleagues the activitys results.

GENERAL SECTION (18 hours) Expected results: A.2. A.3. - A.4.
1.What is communication? And business communication? (2 hours)
2. Theory or theories? An unresolved problem (2 hours)
3. Watzalawick axioms (2 hours)
4. Internal Communication(2 hours)
5. External communication (2 hours)
6. Verbal and non verbal communication (2 hours)
7. Public Speaking (2 hours)
8. Organizational climate and communication role (2 hours)
9. Corporate Identity (2 hours)

OPERATIONAL SECTION (18 hours) Expected results: A.1. B.1. - B.2. B.4. - E
1.Communication plan overview (2 hours)
2. Communication Plan Tools (2 hours)
3. How to realize a communication Plan (2 hours)
4. Functions Communication (2 hours)
5. Company communication (2 hours)
6. Digitalization(2 hours)
7. Retail digitalization (2 hours)
8. Communication Through digital Technology (case studies ) (2 hours)
9.Communication Through Stories (2 hours)

EXPERIENTIAL SECTION (18 hours) Expected results: B.3. C.1. C.2. C.3. D.1. D.2. - E
1. Communication through experiences and social network; neuroscience. (8hours)
2. Discussion and course conclusion (4 hours)
2. Project works presentation (6 hours).

Teaching Methods

Teaching will be delivered mainly face to face, integrated and supported by online strategies, in order to guarantee innovative and inclusive way of teaching.

The teaching methodology adopted is an active teaching that, in addition to the traditional frontal lessons, is made using works in team, homework, videos and subsequent discussion, testimony. The whole course is characterized by a turnover of frontal lessons and students presentations of their homework. The teacher role, in this case, is to be a mentor: instead of the frontal lesson there is a discussion activity, of deepening and socialization, which attributes students a prominent role. Attendance is not mandatory for this course. Anyway, attending class is an important part of the learning process in the course. Attendance expose you to material not in the readings, to your classmates and helps to clarify material that can lead to better performance in the course.

Verification of learning


The assessment method is based on two ways: one for attending students and another for non-attending students.

Rules for Attending students

1. Project work: 30%
2. Written exam 70%

1. The project work is related to realize a business communication plan. This work will be made in small teams - three (minimum) and five students (maximum). The project work will be presented in class, during the last three lessons with the use of power point supports. All the rules for this activity will be provided during the course development and timely available in the teacher course web page. This activity will allow verifying the achievement of expected results of points A.1. A.3. A.4. - B.3. C.1. C.2. C.3. D.1. D.2. E.

2. The written exam consists of: n. 5 open questions. This activity will allow verifying the achievement of expected results of points A.1. A.2. A.3. A.4. B.1. B.2. B.4. E.

N.B. In the teacher web page, will be offered all information useful for the project work and the final essay.

Rules for Non attending students

- Written exam 100%
The written exam consists of:
- n. 10 open questions;

N.B. In the teachers webpage, will be offered all information useful to help students in the exam preparation.

To pass the exam, it is necessary to report a grade of 18/30. Students must demonstrate to have acquired sufficient knowledge of all the topics. Higher ratings are achieved thanks to the skills of interpretation and connection and in-depth analysis between the various topics.
To achieve a score of 30/30 cum laude, students must instead demonstrate that have acquired an excellent knowledge of all the topics covered during the course.


Lectures Notes Federica Caboni

R.T. CRAIG (1999), Communication Theory as a Field, Communication Theory, n. 2, May, 119-161

P. WATZLAVICK, J.H. BEAVIN, D.D. JACKSON P. WATZLAVICK, J.H. BEAVIN, D.D. JACKSON (1971), Pragmatics of Human Communication. A study of interactional patterns, pathologies, and paradoxes. W.W. Norton & Company, New York-London.
Chapter 2 Some tentative axioms of communication

M. SCHULTZ, M. J. HATCH, AND M. H. LARSEN (2000), The expressive organization. Linking identity, reputation, and corporate brand. Oxford University Press.
Part five The value of Storytelling
Chapter 11 Planning and communicating using stories
Chapter 12 Managing the corporate story

B. SCHMITT (1999), Experiential marketing, Journal of Marketing Management, vol. 15, 53-67.

N.B. Other documents will be suggested during lessons.

Suggested documents:
T.C. MELEWAR, K. BASSET, C. SIMOES (2006), The Role of Communication and Visual Identity in Modern Organizations, Corporate Communications: An International Journal, vol. 11, n. 2, 138-147

H.K. KALLA (2005), Integrated Internal Communications: A Multidisciplinary Perspective, Corporate Communications: An International Journal, vol. 10, n. 4, 302-314.

M. DE BOER, I. TONI AND R. M. WILLEMS (2013), What drives successful verbal communication?, Frontiers in Human Neuroscience, DOI 10.3389/fnhum.2013.00622

J. LARSON AND B. H. KLEIMER (2004), How to read nonverbal communication in organization, Management Research News, vo. 27, n. 4/5, 17-22

S. P. ROBBINS, M. COULTER (2009), Management, Prentice Hall, Upper Sadler River, New Jersey
Chapter 14 Managers and communication

More Information

Other information
The slides of the course (first and second section) will be delivered on the teacher webpage before each lesson. The audio/video supports and other documents necessary for the third section will be at students’ disposal during the development of the second section of the course to give students’ the possibility to view its after the possession of the basic knowledge for a better comprehension of technical topics.

Any additional information will be available in the teacher’s web page.

Questionnaire and social

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