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

The course aims to provide a general understanding of the relationship between ethics and economics. Referring to the stakeholder theory, it proposes an interpretation of Corporate Social Responsibility in which marketing is characterized as an instrument of ethical - social communication.

At the end of the course, the student will be able to: 1. Identify and describe the main theoretical models related to the relationship between ethics and economics; 2. Understanding the moral problems inherent in business management and marketing in order to develop an ethical vision of the company; 3. Apply the theories to the study of ethically relevant cases concerning corporate communication, to develop ethical competence; 4. To analyze moral issues concerning the ethics of corporate communication, the tools that are proper to it, to acquire vocabulary and argumentative and operational methods; 5. Evaluate the practical implications of Company Stakeholder Responsibilility in building the trust relationship between company and stakeholder; 6. Being able to develop ethical and social communication tools

TEACHING METHODS

1. Lectures at the beginning of the Course, aimed at providing the concurrent tools, vocabulary and key expressions of the sectoral language of the discipline

2. Interactive lessons based on questions and request for further study of students. Within this mode there is also a peer to peer lesson

3. Group work

The lessons will be supported with the use of slides, videos, testimonials that will be published in aulaweb

SYLLABUS/CONTENT

The program is divided into three parts. The first concerns the relationship between ethics and economics with particular reference to the welfare economy; to rational choice theory and social choice theory; to the transition from GDP to FIL; to the relationship between business ethics and social welfare. The second one is dedicated to defining and studying corporate communication models; to the role and to the objectives of business communication; to the tools used to communicate Corporate Social Responsibility. The third one, takes into consideration: ethical marketing (sustainability and measurability); the one to each approach; the ethical definition of corporate identity; ethical marketing task; the recognition of the counterparty; listening and direct observation; the filter of ethical coherence; 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

BEBA MOLINARI

LESSONS

LESSONS START

End of February 2019

Class schedule

ETHICAL COMMUNICATION SOCIAL OF ENTERPRISE

EXAMS

EXAM DESCRIPTION

Oral

Examination intends to verify knowledge, skills and competencies acquired by students in relation to aims and learning outcomes.

ASSESSMENT METHODS

The exam is divided into two phases:

1. Verification related to the manual Integrated marketing communication and the wise market choices

2. Verification relating to the text Marketing ethics; verification of the additional text chosen by non-attending students

• Ethically significant cases are discussed within both phases
• In order for the exam to be passed, the student must provide a score of at least 18/30 in each of the two phases
• Evaluation crethers are detailed through a grid that will be presented to students and published on Aulaweb

Exam schedule

FURTHER INFORMATION