CORPORATE COMMUNICATION AND SOCIAL MEDIA

Single discipline educational activity

Course Sheet

Course code:

CISM23

Academic Year of enrolment:

2022

Year of supply:

2023/2024

Type of Course:

Elective Course

Degree:

Course of 2nd Cycle Degree in MANAGEMENT AND ECONOMICS

Disciplinary Sector:

SOCIOLOGY OF CULTURE AND COMMUNICATION

Language:

Italian

Location:

PESCARA

Credits:

Programme Year:

Professor and Collaborators:

CORCHIA LUCA

Cycle:

Second four months

Hours of classroom activity:

Individual study hours:

114

Prerequisites:

Although no prerequisites are required, knowledge of the basic concepts of business economics is recommended, with particular reference to business organization, human resources and marketing.

Objectives

The teaching course therefore intends providing students with the essential knowledge about the set of activities that companies adopt to maximise the effectiveness of internal and external communication in the broader management of business processes, in order to obtain profits but also to create notoriety, reputation and aesthetic and moral values. This specialised knowledge on the models, methods, techniques and tools of communi-cation is empirically actualised through the analysis of a few case studies of business communication strategies, with the expert support of professionals having managerial, human resources and marketing skills. The aim of the course is to assist in the training of a professional figure able to understand and know how to do business communication.

Contents

The course first addresses in a historical perspective the epochal changes in media envi-ronments, from oral communication, to written communication, to the press, to mass media up to the emergence of the internet and social media. Secondly, the main theoret-ical perspectives on traditional media are examined: the hypodermic needle; intervening variables; social networks and the 'two-stage flow'; uses and gratifications; Critical The-ory; Cultural Studies; agenda setting; the spiral of silence; cultivation; dependency; con-vergence; and the public sphere. Third, the structure and dynamics of cyberspace and online communications will be explored, addressing the transition from Web 1.0 to Web 4.0 and from virtual communities to platform society. These contextual analyses frame the examination of corporate communication considered above all as marketing commu-nication with the transition from traditional marketing with its strategic-operational tools (advertising; Direct marketing; Packaging; In-store communication; Promotions; Product placement; Corporate publishing, together with events, promotions and public relations) to unconventional marketing, whose constituent principles and panaceas will be exam-ined. For each category (Client Relationship; Competences of the customer; Market En-vironment; Market Niche; Subjective Experiences; Guerrilla Marketing) the constitutive principles and the main strategic-operational tools will be dealt with. On the more strict-ly commercial side, E-Business tools will be addressed (Search Engine Optimisation; Search Engine Marketing; Affiliation marketing; Social media marketing; E-Commerce; Web analytics), focusing on Social Communities, User Generated Content, "social" pro-fessions and developments on smartphones and tablets. Netnography in its applications to marketing will be examined as a research methodology. Finally, scenarios on Artificial Intelligence (AI), its technologies and its impact on companies, work and education will be opened up.

Extended Syllabus

Summary programme

Lesson 1 Course introduction
Lecture 2 Historical perspectives on media environments
Lecture 3. Theoretical perspectives on traditional media 1
Lecture 4. Theoretical perspectives on traditional media 2
Lesson 5. Cyberspace and online communication
Lesson 6. Corporate communication 1
Lesson 7. Corporate Communication 2
Lesson 8. Non-conventional marketing 1
Lesson 9. The panaceas of marketing 1
Lesson 10. The panaceas of marketing 2
Lesson 11. The Panaceas of Marketing 3
Lesson 12. E-Business 1
Lesson 13. E-Business 2
Lesson 14. Netnographic Marketing
Lecture 15. Artificial Intelligence
Lecture 16. Artificial Intelligence and Relational Theory
Lecture 17. Course Overview
Lesson 18. Examination Preparation

Recommended Bibliography

The exam must be prepared on the papers and slides provided by the teacher at the end of the lessons and available on the E-Learning platform

Recommended but discretionary readings

Lezione 2. Prospettive storiche sugli ambienti mediali
Pierre Lévy (1994), L’intelligenza collettiva. Per un’antropologia del cyberspazio, Feltri-nelli, Milano 1996.
Luca Corchia, La democrazia nell’era di Internet. Per una politica dell’intelligenza col-lettiva, Firenze, Le Lettere, 2011

Lezioni 3 e 4. Le prospettive teoriche sui media tradizionali
Luca Corchia, Le teorie sociologiche sulla comunicazione di massa. Dieci lezioni, Arac-ne, 2014.
Henry Jenkins (2006), Cultura convergente, Apogeo, Milano 2007: Prefazione di Wu Ming (pp. VII-XVI), Introduzione (pp. XXIII-XLVIII), Conclusione (263-286), Po-stilla all’Edizione italiana (pp. 287-324), Note (pp. 325-340).
Luca Corchia e Roberta Bracciale, La sfera pubblica e i mass media. Una ricostruzione del modello habermasiano, in «Quaderni di Teoria Sociale», XX, 1-2, 2020, pp. 391-422.

Lezione 5. Il cyberspazio e la comunicazione online
Luca Corchia, La democrazia nell’era di Internet. Per una politica dell’intelligenza col-lettiva, Firenze, Le Lettere, 2011
Luca Corchia, Sfera pubblica e comunicazione politica al tempo delle piattaforme, in M. Calloni (a cura di), Pandemocrazia. Conoscenza, potere e sfera pubblica nell’età pan-demica, Bologna, il Mulino, 2023, pp. 39-59.
Gabriele Balbi, L'ultima ideologia. Breve storia della rivoluzione digitale, Roma-Bari, Laterza, 2022.

Lezioni 6 e 7. La comunicazione aziendale
Galliano Cocco, La comunicazione interna da Maslow al Covid-19, FrancoAngeli, Mila-no, 2020.
Galliano Cocco, La comunicazione esterna. Strategie e strumenti per l’Impresa 4.0, FrancoAngeli, Milano, 2021.

Lezioni 8, 9, 10 e 11. Il marketing non-convenzionale
Luca Corchia, Societing, Heritage e Marketing, Pisa, Il Campano – Arnus University Books, 2015

Lezioni 12 e 13. E-Business
Andrea Boscaro, Riccardo Porta, Tecniche di web-marketing. E-commerce, digitale e social media: tutte le opportunità per le PMI, Milano, FrancoAngeli, 2014.
Philip Kotler, Marketing 4.0: Dal tradizionale al digitale, Milano, Hoepli, 2017.
Guido Di Fraia, Social Media Marketing. Manuale di comunicazione aziendale 2.0, Mi-lano, Hoepli, 2012.

Lezione 14. Netnographic Marketing
Robert V. Kozinets, Netnography. Doing Ethnographic Research Online, London, Sage, 2010.
Robert V. Kozinets, Netnography Today: A Call to Evolve, Embrace, Energize, and Electrify, in Robert V. KozinetsRobert V. Kozinets e Rossella Gambetti (eds.), Netnography Unlimited. Understanding Technoculture Using Qualitative Social Me-dia Research, New York, Routledge, 2022, pp. 3-22.

Lezione 15. Intelligenza artificiale
Paolo Cellini, La Rivoluzione digitale. Economia di internet dallo Sputnik al machine learning, Roma, Luiss, 2018.
AA.VV., Intelligenza Artificiale, Milano, IlSole24ore, 2023.

Methods of Provision

Conventional

Teaching Methods

The "Corporate Communication and Social Media" course comprises 36 hours of tuition divided into three 2-hour lessons per week. The course is organised in modules whose lessons will mainly focus on the use of the following teaching methods: frontal lessons, analysis of case studies and testimonies of experts directly involved in corporate commu-nication. Frequency is not obligatory but is highly advisable.

Evaluation methods

Verification of learning:

The assessment of the level of learning will be carried out by means of an oral examina-tion. The exam modalities are the same for attending and non-attending students..

Contacts/More Information

The student reception for clarifications and/or in-depth studies takes place at the end of class on Wednesdays, in office 22, first floor, Dipartimento di Economia Aziendale. The lecturer is available for appointments by email: luca.corchia@unich.it.
ERASMUS students are invited to contact the teacher for their program.

Università degli Studi
"G. d'Annunzio"

Chieti - Pescara

Aree