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