2016/2017

2016/2017

DM270

SPS/08 (SOCIOLOGY OF CULTURE AND COMMUNICATION)

DEPARTMENT OF POLITICAL AND SOCIAL SCIENCES

PROFESSIONAL COMMUNICATION AND MULTIMEDIA

PERCORSO COMUNE

1°

(27/02/2017 - 27/05/2017)

6

36 lesson hours

Italian

ORAL TEST

FONTANA ANDREA - 6 ECTS

No specific prerequisite is required

The didactic module "Corporate Storytelling" aims at providing students with the tools of Storytelling and transmitting the various approaches of business storytelling applied across enterprise, organizational communication or political advertising.
The dynamics of storytelling are the new value strategic horizon in business, in fact narrative and "fiction economy" become an integral part of industrial production and consumption.
For this reason the didactic module “Corporate Storytelling” will consider storytelling techniques as strategic and influence devices (both internal and external to the enterprise). During the course will be exemplified theories, methods and means of provision of storytelling in advertising, corporate and political communication, marketing and brand management.

Consistently with course’s goals, teaching program will present a series of theoretical perspectives focusing on Corporate Storytelling.
The course is structured in three mainparts: the first will give account in general terms what is a business story and how the human mind is the main instrument of narrative (consistent with current theories of post-cognitivist psychology). The second part will be exemplified the key steps of the Corporate Storytelling and will present a series case studies and business models (in different market sector) that may make it clear how to apply storytelling in organizational and political communication
Finally the third part will be devoted to the presentation of the most popular Corporate Story telling tools in the enterprise with its specific channels (paper, social media, web, tv, radio)

Teaching will be carried out both with frontal mode and through action learning mode. Laboratory exercises are planned in detail and to enrich the understanding of the theories and practice of the proposed models. Project work will be offered that will allow students to immediately apply the learned format.

The reference text is: Andrea Fontana, Storytelling d'impresa. La guidadefinitiva, Hoepli, Milano 2016.

The exam, both for attending and not attending students, is written with open questions on topics dealt in the module and in in the book of reference.. The exam aims at assessing both learning level of studied contents, the specialized vocabulary and skills in presenting them appropriately, and skills to link the theoretical aspects to contents learnt in the modules of Organization, Communication and Storytelling, in order to verify and assess practical skills of complex and articulated analysis of phenomena dealt throughout the course as a whole.

The achieved mark on this module, together with those achieved in the other two parts of the course, will be used to define the final grade which is calculated as weighted average of the three partial marks achieved.