OVERVIEW

Starting from the analysis of  the relationship between ethics and economics and the implications of Company Stakeholder Responsibility, the course  focuses on ethical marketing understood as a form of company communication capable of developing competitiveness based on the sharing of values between the company and its stakeholders. The theoretical study will be supported by analysis of company communication methods and case studies.

AIMS AND CONTENT

LEARNING OUTCOMES

The course aims to acquire knowledge, skills and competences related to corporate communication as a tool for building a circular process and competitive advantage based on the relationship of trust and the sharing of moral values between the company and stakeholders. In particular,  the students will  learn how to use accountability and  ethical communications tools such as Social Balances and Ethical Codes..

AIMS AND LEARNING OUTCOMES

The course aims to provide a general understanding of the relationship between ethics and economics. With reference to stakeholder theory, it proposes Company Stakeolder Responsibility as a model in which marketing is seen as a tool for ethical and social communication aimed at building a lasting relationship of trust between the company and its stakeholders.

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. To develop ethical and social communication tools.

PREREQUISITES

Having passed the Ethics of Communication exam

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

In view of the continuing COVID 19 emergency, lessons will be conducted online 

SYLLABUS/CONTENT

The programme is divided into three parts. The first concerns the relationship between ethics and economics with particular reference to the economy of well-being; the theories of rational choice and social choice; the transition from GDP to GNH; the relationship between business ethics and social well-being; the second takes into account: ethical marketing (sustainability and measurability); the one to each approach; the ethical definition of company identity; the task of ethical marketing; the recognition of the other party; the direct listening and observation; the filter of ethical coherence, ethical capital. The third is dedicated to: the definition and study of company communication models; the role, objectives and planning of company communication; the tools through which the Company Stakeholder Responsibility can be communicated..

RECOMMENDED READING/BIBLIOGRAPHY

C. Casiraghi, Ethical Marketing, Guerini Next, Milan 2014

R.E. Freeman e S.R. Velamuri, "Un nuovo approccio alla CSR: responsabilità verso gli stakeholder d’impresa (Company Stakeholder Responsibility)", in R.E. Freeman, G. Rusconi, M. Dorigatti, Teoria degli Stakeholder, Franco Angeli, Milano 2007, pp. 253 - 269

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

For non-feeding students, integration with the text:

S. Zamagni, Responsible business and civil market, Il Mulino, Bologna 2013 

TEACHERS AND EXAM BOARD

Exam Board

FRANCO MANTI (President)

NATASHA COLA

BEBA MOLINARI (Substitute)

LESSONS

LESSONS START

Monday 22th February 2021

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 examination includes the verification of: 1. Knowledge of the texts under study; 2. Argumentative and sector-specific language skills; 3. Competencies in linking programme content; 4. Ability to analyse and discuss case studies                                                                                                  

The evaluation criteria are detailed through a grid that will be presented to the students and published in Aulaweb

Exam schedule

FURTHER INFORMATION

Cultures of matter.

Dr. Natasha Cola.  E-mail: Natasha.Cola@unige.it

Dr. Beba Molinari. E-mail: Beba.Molinari@unige.it