The course will deal with the following issues.
The videolessons will deal with the following issues:
Introduction to corporate communication and to the areas of corporate communication: institutional, economic-financial, organizational and marketing communication
Communication tools: owned, earned & paid media
The communication features of sponsorships and how to assess a sponsorship proposal
Digital corporate and brand architecture
The process of realization of an advertising campaign
Owned media: website, social properties, store and vendors, packaging, etc.: some cases
Earned media: PR and relations with the (off & online) press and opinion makers: some cases
Paid media: Advertising ATL and BTL, direct response, events, sponsorships, product placement and branded content: some cases
The communication plan: strategies and examples
Storytelling and corporate arena: the story and collective action for organization change
The communication target (the personas): some cases