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ETHICAL COMMUNICATION SOCIAL OF ENTERPRISE

CODE 87058
ACADEMIC YEAR 2022/2023
CREDITS
  • 6 cfu during the 3nd year of 8752 SCIENZE DELLA COMUNICAZIONE (L-20) - SAVONA
  • SCIENTIFIC DISCIPLINARY SECTOR M-FIL/03
    TEACHING LOCATION
  • SAVONA
  • SEMESTER 2° Semester
    TEACHING MATERIALS AULAWEB

    OVERVIEW

    Starting from an analysis of the relationship between ethics and economics and the implications of Company Stakeholder Responsibility, the teaching 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 teaching aims to provide a general understanding of the ethics-business relationship. Referring to stakeholder theory, it proposes the Company Stakeholder Responsibility as a model in which marketing is connoted as an ethical-social communication tool oriented towards the construction of a trusting, long-lasting relationship between company and stakeholder in both the well-being economy and 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  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 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

    LESSONS

    LESSONS START

    Monday, 20th February, 2023

    EXAMS

    EXAM DESCRIPTION

    Oral
    The examination is structured as follows:
    - Colloquium concerning fundamental aspects of ethics
    - Colloquium on topics covered in the adopted texts
    - Case studies

     

    ASSESSMENT METHODS

    The examination is designed to assess                                                                                                                                                    

    - knowledge relating to the relationship between ethics and economics and the topics covered in the books adopted (maximum mark 10/30)

    - skills relating to argumentation, mastery of sectorial language, clarity of exposition, personal reworking (maximum mark 7/30)

    - skills in making connections between the various parts of the teaching programme and between different disciplines, with particular reference to the ethical implications of weel-being and the wellness economy (maximum mark 7/30)

    - analytical and argumentation competencies related to case studies (max score 6/30)

    Exam schedule

    Date Time Location Type Notes
    20/01/2023 09:00 SAVONA Orale
    03/02/2023 09:00 SAVONA Orale
    17/02/2023 09:00 SAVONA Orale
    19/05/2023 09:00 SAVONA Orale
    23/06/2023 09:00 SAVONA Orale
    07/07/2023 09:00 SAVONA Orale
    21/07/2023 09:00 SAVONA Orale
    08/09/2023 09:00 SAVONA Orale

    FURTHER INFORMATION

     

    Cultures of matter.

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

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