OVERVIEW

Starting from an analysis of the relationship between ethics and economics and the implications of Company Stakeholder Responsibility, the course will focus on the wellness economy and ethical marketing as a form of company communication capable of developing competitiveness based on the sharing of values between the company and its stakeholders with a view to generating wealth. The theoretical study will be supported by the analysis of forms and methods of company communication and case studies.

AIMS AND CONTENT

LEARNING OUTCOMES

The course aims to provide students with knowledge, skills and competences regarding the wellness economy, the business model for wellness, and company communication as tools for building a circular process and a competitive advantage based on the relationship of trust and the sharing of moral values between companies and stakeholders. Students will be introduced to companies that are at the forefront of the development of ethical marketing and the wellness economy.

AIMS AND LEARNING OUTCOMES

The course aims to provide a general understanding of the relationship between ethics and economics. Referring to stakeholder theory, the course proposes Company Stakeholder Responsibility as a model in which marketing is seen as an ethical-social communication tool oriented towards building a trusting, long-lasting relationship between the company and its stakeholders and towards the wellness economy.
At the end of the course, students will be able to:1. Identify and describe the main theoretical models related to the ethics-business relationship; 2. Understand the moral issues inherent to business management and marketing in order to develop an ethical vision of business; 3. Apply the theories to the study of ethically relevant cases concerning business communication, in order to develop ethical competence; 4. To analyse moral issues concerning the ethics of corporate communication with the tools proper to it, in order to acquire vocabulary and argumentative and operational methods; 5. To assess the practical implications of Company Stakeholder Responsibility in the construction of the company-stakeholder relationship of trust and of the wellness economy; 6. To elaborate tools for ethical-social corporate communication.

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 deals with the relationship between ethics and economics, with particular reference to the wellness economy; the theories of rational choice and social choice; the transition from GDP to FIL; the relationship between business ethics and social wellbeing; the second considers ethical marketing, the wellness economy, business ethics, the business model for wellness, the relationship between brand and product, the cultural dimension of the wellness economy; the third is dedicated to the definition and study of corporate communication models; the role, objectives and planning of corporate communication; the tools used to communicate Company Stakeholder Responsibility as a corporate strategy functional to the development of the wellness economy. 

RECOMMENDED READING/BIBLIOGRAPHY

P. Rizzitelli, Il marketing del  benessere.Il cambiamento necessario per una nuova economia, Bookness, 2020

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)

BEBA MOLINARI

NATASHA COLA (Substitute)

LESSONS

LESSONS START

Monday 21th February 2022

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