Communication

This course provides an analysis of communication and information in the contemporary world. It covers terminology, concepts, and main theories, as well as practical implications of the field. It's the same course as COMM/FILM 119 BUT TAUGHT IN ENGLISH.

This course is research-based. The course covers main theories of consumer psychology and behavior; case studies; practice and analysis of theories; and changes in consumer behavior in the context of the internet.

The course examines the notion of “Made in Italy” as an intangible asset and traces its evolution in time, starting from its creation in Florence in the 1950s up to the current global success of Tuscany-based icons such as Vespa, Gucci, Ferragamo, and Chianti. The main aim is to explore the appeal of “Made in Italy” as a global brand and the marketing of “Italian Style” throughout the world. To this purpose, students analyze important Italian companies in specific sectors – fashion, food, wine, leather, design and art – and discuss their innovative branding practices. The focus is on key Italian cultural products, their significance and symbolism, as well as the concept of “Country Branding” within the industrial, leisure, lifestyle, food, and fashion industries. An array of educational tools – lectures, class discussions, fieldtrips and visits to food and fashion retailers, corporate museums, design studios –allows students to acquire an in-depth knowledge of trendsetting communication strategies and gain first-hand experience with some iconic products commonly associated with the idea of “Italianness”, from concept to consumption.

In the 21st century, no one is exempt from Brand Management. Celebrities and consumer brands, politicians, and even nations are engaged in managing perceptions to persuade others in order to achieve their goals. How do we create, project, and then leverage brand identity? What are the techniques of brand management in our complex contemporary society? How does technology change our approach to brand management and understanding? This course provides students an overview of the history of brand management, as well as an overview on brand development, research, and management structures for sales, marketing, and advertising, and will explore techniques of persuasion. It examines how brands influence perceptions in order to retain power. It will review specifics of brand equity and brand identity, the techniques of storytelling, and marketing by association. The course considers the winners and losers of the branding game by exploring examples from business, politics, and celebrity.

This course is primarily designed for undergraduate students who want to improve their English presentation language and techniques for future academic presentations. The focus is on developing commonly used functional skills for all types of presentations. 

This course goes beyond the fundamentals of public relations emphasizing the concepts, theories, and techniques relevant to the Italian practice. The course explores three key areas of public relations: first, communication: its models, their evolution and what happens in Italy; second, cross-cultural perspectives/realities of communication media, public relations, and mass media; and third, marketing and advertising approaches, news writing, press releases, and social media management of Italian companies. The course presents a cross-cultural perspective and focuses on European and Italian attitude toward public relations, providing evidences and a hands-on experience. An additional concentration is on the business aspect of the label, in particular, on marketing, branding, and consumer behavior seen from both Italian and international perspective. Business case studies and site visits are part of the course. The course includes topics such as evolution of communications models and techniques, public relations, social media, communications and public opinion, ethics, organizational structures, tactics and strategies, employee relations, media relations, government relations, and public relations research.