Keeping in mind the general objectives of the course of study, the course aims to provide students with a global vision of the discipline in a framework that keeps the managerial approach and competence constantly in mind. The decision-making process concerning the company's communication strategies and activities is inevitably included in this context. Through the study of the principles and techniques underlying the discipline, learning is primarily focused on the knowledge of theoretical models, methods and processes related to corporate communication; therefore on the need to plan and manage the various communication areas in an integrated way in order to create and spread the value of the company's economic capital.
Therefore, the course is dedicated to the analysis of the main communication problems; in a Gestalt vision and, at the same time, considering the individual and peculiar areas of corporate communication. With the primary purpose of knowing how to give information necessary for an adequate perception of the company towards its "receivers" and stakeholders in order also to know how to create consensus as well as visibility, value as well as reputation. For this purpose, the course analyzes the most appropriate strategies according to the communication objectives: internal, marketing, crisis, etc., in addition to the main problems relating to the various communication tools and the combined and integrated use of the means.
In summary, at the end of the course the student must possess knowledge and skills inherent to the functioning of corporate communication in its various and multiple strategies and facets. The objective is to contribute to the formation of a professional figure capable of understanding and managing the complex mechanisms of corporate communication in an extremely complex and articulated society.