scuole della comunicazione aziendale

Corporate communication is a field of study that examines how organizations communicate with their stakeholders.

The study of how organizations communicate with their stakeholders, focusing on building and managing relationships to achieve organizational goals.

The process of creating and sharing information about the organization, products, or services to influence the perceptions and behaviors of key stakeholders.

The study of how organizations use communication to manage complexity and achieve their goals. It encompasses various communication strategies and tools.

A strategic discipline that focuses on building and maintaining mutually beneficial relationships with key stakeholders.

The structure and organization of the departments or units responsible for planning, implementing, and evaluating corporate communication activities.

The corporate communication function is responsible for creating, managing, and distributing content to various stakeholders, including employees, customers, investors, and the media.

The corporate communication function plays a critical role in shaping the organization's identity and reputation, building trust, and fostering positive relationships with its stakeholders.

An approach to marketing that emphasizes a consistent message across all communication channels to build brand awareness, image, and increase sales.

IMC emerged in the 1980s as a way to manage marketing communications more effectively by recognizing the interdependence of different communication activities.

Before the 1970s, marketing communication heavily relied on personal selling, advertising, and sales promotion, but in the 1970s, it expanded to include other tools.

An effort by a company to persuade customers by using a coordinated set of communication activities, aiming for information acceptance and easy retrieval.

The concept of promotion aimed to unify marketing communication activities, encompassing advertising, personal selling, sales promotion, and publicity.

One weakness of promotion is the potential for failing to effectively coordinate communication activities across different channels.

Another weakness of promotion is a lack of focus on strategic planning and long-term brand building.

IMC addresses the weaknesses of promotion by emphasizing a more strategic approach that integrates all communication channels to build and maintain long-term brand relationships.

Communication that focuses on building relationships with specific audiences, like customers, to promote products or services.

Using IMC to promote a company's overall image and values.

A collaborative effort where individuals from different functional areas work together to create a unified communication approach.

The impact that different stakeholders have on a company's performance, including financial results and market share.

The value a company generates for its shareholders through increased profits, dividends, and stock appreciation.

The ability of a company to attract and retain customers over the long term.

Integrated Marketing Communication (IMC) lacks a universally accepted definition, despite its growing presence in emerging markets.

There is a lack of a standardized method to measure and evaluate the effectiveness of IMC programs.

The concept of IMC is often limited to tactical coordination, lacking a broader, strategic approach.

IMC is frequently criticized for being too similar to general marketing practices, failing to provide a distinct value proposition.

IMC often emphasizes centralized control over communication activities, aiming to align messages across all platforms.

IMC proponents argue that integrating communication strategies helps adapt to consumer perceptions, emphasizing a unified brand image.

Despite its goal of integration and control, IMC's ability to effectively manage complexities in today's dynamic environment is questioned.

The focus on control often leads to a marketing-driven perspective, neglecting the broader communication and social context.

Strategic communication that accurately conveys the firm's identity, including its mission, vision, culture, and strategic orientation. It is directed towards both internal stakeholders (employees, collaborators) and external stakeholders (customers, investors).

The communication process of building and managing positive relationships with various audiences through consistent interaction and engagement. It aims to shape public opinion and ensure the company's positive image and reputation.

Communication focused on establishing positive relationships with government agencies, political leaders, and lobby groups, with the goal of securing favorable policies and regulations.

Communication that highlights the company's social and environmental initiatives, demonstrating its commitment to sustainability and ethical practices, aiming to build trust and positive perception among the wider community.

Communication directed toward investors, stakeholders, and financial institutions, informing them about the company's financial performance, investment opportunities, and resource utilization.

Communication strategies targeted at potential employees and trade unions, showcasing the company's culture, managerial philosophy, and opportunities for growth.

Advertising that aims to promote the company's image and overall brand values, going beyond simply promoting its products or services.

Internal communication encompasses all forms of communication within an organization, including employee newsletters, meetings, company intranets, and training programs. Its objective is to ensure clear communication, engagement, and alignment with corporate goals.

Knowledge assets are formed cognitive patterns that enable a firm to operate, while loyalty assets are cognitive patterns of external stakeholders shaped by communication.

Dynamic capabilities enable a firm to regenerate its resources, establish relationships among them, and expand its value potential.

Intangible assets, such as knowledge and loyalty, differentiate a firm's competitive advantage and income potential.

Uniqueness, path dependence, idiosyncratic nature, causal ambiguity, social complexity, and difficulty in acquisition, copying, or substitution are key characteristics of intangible assets.

Communication is essential for a firm to maintain its unity and achieve its goals by aligning internal and external stakeholders.

The communication view of the firm highlights the importance of communication in managing organizational complexity and achieving business objectives.

Edoardo Teodoro Brioschi's work in the 1970s introduced the communication view of the firm, emphasizing the role of communication in organizational practice.

The communication view of the firm emphasizes that communication is a key factor in achieving organizational goals and managing complexity.