in partnership with: M000_148x210_Cattolica_2013.indd 1 20/03/13 11:01

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1 in partnership with: M000_148x210_Cattolica_2013.indd 1 20/03/13 11:01

2 Scientific director: Prof. Maria Zoia Professor and Chair of Econometrics, Executive director: Prof. Rossella Chiara Gambetti Assistant Professor of Management Sciences, Scientific Board: Prof. Edoardo Teodoro Brioschi Professor and Chair of Business Communication, Prof. Maria Zoia Professor and Chair of Econometrics, Prof. Luisa Camaiora Dean of the Faculty of Language Sciences and Foreign Literatures, Università Cattolica del Sacro Cuore Prof. Renato Fiocca Professor and Chair of Marketing, Prof. Rossella Chiara Gambetti Assistant Professor of Management Sciences, Dr. Giacomo Archi President & CEO, Henkel Italy Prof. Don E. Schultz Professor Emeritus in service of Integrated Marketing Communications, Northwestern University s Medill School Prof. Philip Kitchen Professor of Marketing, ESC Rennes School of Business Master executive coordinator: Silvia Biraghi Labcom - First Level International Postgraduate Master in Corporate Communication (in English), activated by the Faculty of Economics and the Faculty of Language Sciences and Foreign Literatures, Università Cattolica del Sacro Cuore, Milan. This Master is promoted by LABCOM - Research Laboratory on Business Communication of the Università Cattolica del Sacro Cuore. The articulation and depth of the lessons combining theory and practice, and a faculty made up of academics of extensive international experience and highly qualified managers and professionals from relevant areas of the business industry, give this Master a particular authority and incisiveness on the managerial level. Thousands of keys unlock thousands of doors. 2 3 M000_148x210_Cattolica_2013.indd /03/13 11:01

3 Duration Class lessons begin on November 18 th 2013 and run until July 4 th 2014 with an internship lasting at least 2-3 months from July 2014 on. The closing ceremony is expected in February Attendance 5 hours per day from Monday to Friday. Venue, Milan. Deadline Applications will be evaluated in an ongoing process as soon as they are submitted. Final deadline for applications is October 15 th Priority consideration deadlines: 1) February 1 st 2013; 2) April 15 th 2013; 3) September 15 th Learning objectives This Master aims to provide participants with comprehensive and high level training which effectively combines the academic expertise of university professors within the field of business communication, with the professional skills of communication managers belonging to some of the main companies and communication agencies operating in the national area. The training is centered on the most current and significant operational and strategic issues of corporate communication in all its business configurations, in order to make the students acquire professional, interpersonal and language skills necessary to be effective communicators and, in particular, communication managers both in a company and in an agency. Classes develop a managerial and pragmatic approach and imply an active participation of the students by getting them involved in the discussion of business cases; in the implementation of strategic and operational documents such as communication plans, media mix and creative briefs; in the carrying out of both individual and group assignments envisaged to stimulate team building, pragmatism, problem solving and critical thinking; and in the implementation of a final individual project work in which they can make good use of the skills acquired during the Master and the internship. 4 5 M000_148x210_Cattolica_2013.indd /03/13 11:01

4 Requirements, Selection Procedures and Admission This Master in Corporate Communication is addressed to: Graduates with a Bachelor or a Master Degree in economic, linguistic, communicational and humanistic disciplines; Graduates in any discipline with the equivalent qualification (BA, BS, MA, MS, or MBA Degree) from a foreign university; Italian or foreign undergraduates who will graduate by February This Master in Corporate Communication provides access to a maximum of 30 participants per year. Application forms to take part into the selection procedure will have to be sent by October 15 th They are available on the Master website for Italian students, and on the International Relations Office website for International students. The candidate will have to attach a Presentation Letter, the CV including passport photo, the Certificate of Bachelor Degree or Master Degree with the list of exams, and their corresponding scientific disciplinary sectors and assessments. Selected candidates must complete their registrations with the Master Office of the (Via Carducci, 28/ Milano) following the guidelines provided by , otherwise the admission is invalidated. But the right key opens all doors at once. 6 7 M000_148x210_Cattolica_2013.indd /03/13 11:01

5 Career Openings Graduates of this Master in Corporate Communication will gain 360º business communication knowledge and may become part of any company or agency to carry out tasks related to strategic and operational management of all areas of communication (corporate public relations, marketing communications/brand management, internal communications, interactive/social media communications, accounting and strategic planning). Ideal Student Profile Mainly graduates in economic, linguistic, humanistic and communication disciplines with a 3 years Bachelor degree or other Master degrees, from Italian or foreign universities. This Master is however also open to all graduates from other faculties. Assessment and Diploma To obtain the diploma participants will have to take a final exam at the end of each course attended in the Ma ster and will also have to carry out and be assessed on the basis of a final project work. The Diploma will be obtained by the students after passing all exams, taking part in a consultancy group project work and completing an internship or a final individual assignment. Distinctive Features Restricted to a maximum of 30 graduates with a Bachelor Degree or a Master Degree and to graduate professionals from Italian and foreign universities; High profile faculty made up of professors from the Faculty of Economics, the Faculty of Language Sciences and Foreign Literatures, and the Faculty of Psychology of the and from other top international universities, managers and highly qualified communication experts; Scholarships awarded to students according to their merits, provided by supporting companies to cover the entire and/or part of the registration fee (8.000); Dedicated computing platform (teaching, discussion forum, group work and tutorship); Tutoring services in the identification of the internship; Involvement of participants in group works and meetings with companies. Costs and Financing The tuition fee is and must be paid as follows: upon registration, by March The most deserving candidates enrolled in the First International Postgraduate Master in Corporate Communication at the Università Cattolica del Sacro Cuore are eligible for need-based loans. 8 9 M000_148x210_Cattolica_2013.indd /03/13 11:01

6 Corporate Communication The course presents an overview of the basic theoretical and managerial principles of Consumer Behavior The course analyzes the complex interplay among cognitive, affective and conative Internal Communication & Employer Branding The course illustrates the strategic role Interactive & Social Media Marketing Communications The course illustrates the main strategies and corporate communication in the internatio- dimensions affecting consumer behaviour, and the managerial principles of internal tactics carried out on the web to engage nal context, emphasizing the unitary view of emphasizing emotional drivers underpinning communication in the firm, emphasizing consumers in interactive relationships with corporate communication as both a strategic business function and an interdisciplinary postmodern consumer decision-making. 4 CFU its twofold aim to support information sharing and trust building among company brands, using such tools as branded entertainment media, tribal and social exchange academic discipline driving corporate success. 5 CFU Brand Management associates. The course is then focused on the techniques and tools to present media, user generated content media. The course will also provide skills on how to start Marketing The course provides an introduction to the conceptual principles of marketing in the frame of corporate strategy and business processes. The aim of the course is to illustrate the basics of strategic and operatio- The course illustrates the basic principles of brand management, highlighting such concepts as brand identity and promise, brand image and reputation, brand positioning, brand equity, as well as the main branding strategies driving competitive advantage (e.g. consumer brand engagement, branded a company as an employer of choice to potential talents. 4 CFU Corporate & Marketing Public Relations Module I: Corporate Public Relations Module II: Marketing Public Relations and manage an online social platform to engage consumers making the most of the use of social media. 5 CFU Advertising Creative & Media Strategy Module I: Creative Strategy nal marketing for companies competing in complex and fast-evolving markets. 4 CFU entertainment, brand experience management, etc.). 5 CFU The course module presents the managerial principles and illustrates the basic practices Module II: Media Strategy Module III: Unconventional Brand Business-to-Business Communication The course illustrates how communication Market Insights & Account Management The course presents the basic techniques and tools of public relations. The f irst module deals with the theory and practice of corporate public relations such as media relations, corporate event management, investor Communication. The first module analyzes how a corporate brief is dealt with by an advertising agency, how it is transformed in a creative brief and flows support intra-organizational and developed by agencies or companies to get relations, public affairs, crisis communication, how the creative brief is then implemented inter-organizational relationships between new customers and to manage and maintain corporate sponsorship and advertising, and into an advertising campaign. All the basic the company and its strategic business partners along the value chain (e.g. suppliers, existing ones according to a relationship management approach. 4 CFU online social media relations. The second module illustrates the theory and practice of steps of a creative process to carry out a campaign will be illustrated, dealing with customers, distributors, licensors, service providers, etc.). 4 CFU marketing public relations, such as product media relations, brand and product events, such aspects as consumer insight, basic consumer benefit and brand promise. The product sponsorship, and product online social media relations. 5 CFU second module discusses the strategic process of selection and implementation of the media mix for a communication campaign, M000_148x210_Cattolica_2013.indd /03/13 11:01

7 illustrating the basic decisions related to the media planning and integration, and the media buying. The third module illustrates the marketing approach underlying the integrated use of traditional and unconventional brand communication tools (i.e. ambient/ street/guerrilla communication), presenting case studies of best practices that made the most of their unconventional communication approach. 5 CFU Qualitative & Quantitative Market Research Module I: Qualitative Market Research Module II: Quantitative Market Research The course analyzes the basic methodological approaches and research tools used to inquire corporate communication dimensions. The f irst module focuses in particular on the use of the web as both a qualitative research environment and tool to explore and understand online consumer behaviour. The second module presents the most popular web metrics used to evaluate online corporate communication effectiveness. 5 CFU Oral and Written Presentations The course illustrates the basic principles of effective oral and written presentations, dealing with approaches and techniques used to engage the audience and deliver powerful and credible messages. 4 CFU Advanced English Course for Business Oral and written English language course for business. 3 CFU Public speaking (for Italian students) The course is aimed at strengthening the ability and the confidence of Italian students in delivering powerful and effective oral business presentations in English. 3 CFU Italian language for business (for International students) The course is aimed at enhancing the ability and the skills of foreign students to understand and express themselves in Italian for business purposes. 3 CFU Chinese Culture and Language Course * The course introduces the basic principles of Chinese culture and the basics of oral and written Chinese language. 3 CFU Italian Culture and Language Course The course introduces the basic principles of Italian culture and the basics of oral and written Italian language. 3 CFU Business project work Students will be involved in real consultancy group project works designed in collaboration with partner companies of the Master that address specific market-related communication issues. 7 CFU Internship An internship of 2-3 months in the corporate communication field either in a company (in areas such as: public relations, marketing communication & brand management, internal communication, employer branding or investor relations) or in an agency (advertising, public relations, unconventional media). 4 CFU * The Chinese and the Italian culture and language courses are alternative M000_148x210_Cattolica_2013.indd /03/13 11:01

8 Faculty: Luca Bagnato Assistant Professor of Econometrics, Stefania Boleso Independent Senior Marketing Consultant Claudio A. Bosio Dean of the Faculty of Psychology, Silvia Biraghi Labcom Giorgio Brenna Chairman & CEO Continental Western Europe, Leo Burnett Edoardo T. Brioschi Professor and Chair of Business Communication, Università Cattolica del Sacro Cuore Elisabetta Brunella Secretary General, Media Salles Luisa Camaiora Dean of the Faculty of Language Sciences and Foreign Literatures, Daniela Canegallo CEO, MSL Group Mariagrazia Cavallaro English Language senior lecturer Daniela Corsaro Assistant professor of Management Sciences, Università Cattolica del Sacro Cuore Renato Fiocca Professor and Chair of Marketing, Rossella C. Gambetti Assistant Professor of Management Sciences, Università Cattolica del Sacro Cuore Valentina Giagnoni Internal Communications Senior Manager, Luxottica Mattia Giovanardi Labcom Guendalina Graffigna Assistant Professor of Organizational and Consumer Psychology, Università Cattolica del Sacro Cuore Francesco Guerrera Art Director and Executive Creative Director, TBWA Philip Kitchen Professor of Marketing, ESC Rennes School of Business Nicola Lampugnani Copywriter and Executive Creative Director, TBWA Edoardo Lozza Assistant Professor of Consumer Psychology and Research Methods, Alessandro Martello International Marketing Manager, Henkel Germany Giorgio Paoletti Senior Communication Manager, Intesa Sanpaolo Giacomo Passoni Group Brand Manager, Henkel Italy Steve Quigley Associate Professor of Public Relations, Boston University Attilio Redivo Chairman and CEO Mediacom Italy and Senior Lecturer of Media Economics, Università Cattolica del Sacro Cuore Barbara Sala CEO, Vizeum, Aegis Media Group Don E. Schultz Professor Emeritus in Service of Integrated Marketing Communications, Northwestern University s Medill School Beniamino Stumpo President of Iterion Annalisa Tunisini Professor of Marketing, Maria Zoia Professor and Chair of Econometrics, Supporting Company The First level International Postgraduate Master Diploma in Corporate Communication has been supported by Leo Burnett Partner Organizations ABC Production Agency, BLEI Worldwide Advertising, Discovery, Henkel, International Advertising Association - IAA Italy Chapter, Luxottica, Mediacom Italia, Media Salles, MSL Italia, NURUN Global Interactive Marketing Agency, TBWA, Vizeum (Aegis Media Group). Step into your dreams, your ideas, your future M000_148x210_Cattolica_2013.indd /03/13 11:01

9 UNIVERSITà CATTOLICA DEL SACRO CUORE Uff icio Master, via Carducci 28/ Milano phone: / Fax: / UCSC International, via Carducci 28/30, Milano phone : / Fax: / international.inquiry@unicatt.it web: Research Laboratory on Business Communication (LABCOM) via Necchi, Milano phone: / Fax: / ipmcc.labcom@unicatt.it web: Follow us on Linkedin: International Postgraduate Master in Corporate Communication Get the right key. Right here. M000_148x210_Cattolica_2013.indd 16 20/03/13 11:01