OVERVIEW

The core argument of the course is the the ethics marketing. In particular, it will be studying the issue of Company Social Responsibility as generators of competitiveness moral values based. The theoretical study will be supported by mode of communication analysis and case studies.

AIMS AND CONTENT

LEARNING OUTCOMES

The course aims at analyzing the main issues in ethic marketing and the Company Stakeholder Responsibility, with particular reference to the relationship between profit and no profit companies. Students will acquire skills and competences regarding company accountability and ethics consulting applied to new professions such as  ethic officer or CSR manager. To this end, the theoretical study will be supported by case studies and analysis of ethics codes and  social balances.

AIMS AND LEARNING OUTCOMES

Knowledge: Corporate Social Responsibility and stakeholder theory; integrated marketing and ethical marketing; sustainability and measurability; ethical and social budgets codes; the ethical capital

Abilities: decoding and critical analysis of marketing strategies, ethical codes, social budgets; case analysis and identifying possible solutions

Competences: development of ethical competence as construction of moral judgment; know how to develop and use "tools" of Respensabilità Corporate Social; ability to listen to the needs and direct observation of the stakeholders aimed at the ethical marketing and calculation of  Operational Effectiveness System

TEACHING METHODS

1. Lectures, at the beginning of the course, aimed at providing the concenttuali tools, key words and expressions  

2. Interactive lessons based on students' questions and request. It is, also, provided lessons peer to peer

The lectures will be supported with the use of slides, films, testimonies that will be published in aulaweb

SYLLABUS/CONTENT

The program is divided into three parts:

1. The relationship ethics - economy: the legacy of Adam Smith; homo economicus; the economy of the well - being;  from GDP to    GDH (Gross Domestic Happiness); business ethics and well - being

2. Corporate communication: definition and models; the communication process; role and objectives of business communication; planning of corporate communication; the communication market; ethics and business communication; Communicating Corporate Social Responsibility

3. The ethical marketing: definition; the culture of service; the one to each approach; sustainability and measurability; corporate identity; task of ethical marketing; listening and direct observation; the ethical coherence filter; the ethical capital

RECOMMENDED READING/BIBLIOGRAPHY

C. Casiraghi, Marketing etico, Guerini Next, Milano 2014

E. Corvi, La comunicazione integrata di marketing, Egea, Milano 2012, e-book ( cap. 1)

F. Manti, Scelte di mercato, in A.A.V.V., Etica ed economia il binomio possibile, Sentieri Meridiani, Foggia 2010, pp. 9 - 62

 The students not attending the lessons, must integrate the program with a book chosen from the following:

E. Corvi, La comunicazione integrata di marketing, Egea, Milano 2012, e-book (Chapter 1 and four chapters of their choice)

V. Neri, Etica della comunicazione pubblicitaria, La Scuola, Brescia 2014

TEACHERS AND EXAM BOARD

Exam Board

FRANCO MANTI (President)

NATASHA COLA

GABRIELE REALE

LESSONS

Class schedule

ETHICAL COMMUNICATION SOCIAL OF ENTERPRISE

EXAMS

EXAM DESCRIPTION

Oral

Examination intends to verify knowledge, skills and competencies acquired by students

ASSESSMENT METHODS

The exam is divided into two phases:

1. Test on the handbook La comunicazione integrata di marketing and on the article Scelte di mercato                                                2.Test on Marketing etico; test on the additional book for not attending students

Inside of both phases is provide for discussion of ethically significant  case studies
The students must obtain a score of at least 18/30 in each of the two phases

Exam schedule

FURTHER INFORMATION

Test of  Company Social ethics Communication 

 Oral test evaluation grid