509365 - CORPORATE REPUTATION & STORYTELLING - PROF. FLORA MATTEO GIOVANNI PAOLO

Course Description

In an era defined by cognitive overload, where reality itself is a "socially negotiated construct," the ability to govern narratives has become the most critical strategic skill for any organization. This course moves beyond traditional reputation management to introduce students to the discipline of Narrative Governance: the art of analyzing, creating, and directing the stories that shape perceptions, influence behaviors, and define the reality of a brand, a product, or a cause.

We will not merely communicate; we will learn to become "architects of reality." By leveraging cognitive biases and our natural tendency to seek low-effort narratives, the course will explore how narrative strategies can be used ethically to guide audience choices. Students will be trained not as mere campaign executors, but as strategists capable of orchestrating complex narrative ecosystems, preventing reputational crises, and generating measurable impact.

Through data analysis with professional tools (Brandwatch, Audiense, GWI), the study of psychological frameworks, and the application of advanced storytelling techniques, this course will provide the skills to operate effectively on the battlefield of perception, from purpose marketing to propaganda.

Learning Objectives

Upon completion of this course, students will be able to:

  • Master the principles of Narrative Governance: Understand and apply the methodology to ethically guide perceptions and behaviors.

  • Analyze complex narrative ecosystems: Identify dominant narratives, key stakeholders, and associated reputational risks.

  • Leverage cognitive biases in communication: Create persuasive messages that account for how the human mind operates under information overload.

  • Develop strategic storytelling strategies: Utilize frameworks like Freytag's Pyramid and the Hero's Journey to build powerful narratives aligned with objectives.

  • Utilize social intelligence tools: Employ professional platforms to map conversations, analyze sentiment, and profile audiences.

  • Prevent and manage narrative crises: Recognize the signals of an impending crisis and formulate effective response strategies, including strategic apologies.

  • Design a Narrative Governance plan: Integrate data analysis, audience profiling, and storytelling to create a measurable campaign that generates behavioral change.

Course Program

Module 1: Foundations of Narrative Governance

  • Introduction to the course, philosophy, and expectations. The concept of "framing."

  • From Reputation to Narrative: Perception vs. Reality in a socially negotiated world.

  • Stakeholder Theory: Mapping influence and expectations within the narrative.

  • Narrative Risk and Social Media Crises: Analyzing failures and mastering the strategic apology.

Module 2: The Psychology of Persuasion

  • Communication Models (Shannon-Weaver, Jakobson) and Theories of Interpretation (Eco's Intentions).

  • Cognitive Effort and Purpose Marketing: The role of cognitive biases (Buster Benson's Codex) and Kahneman's fast and slow thinking.

  • Nudging Techniques and an introduction to intelligence tools: Social Data, Behavior Analysis, and Consumer Insights.

Module 3: Tools and Analytical Techniques

  • Social Listening with Brandwatch: Building queries and analyzing sentiment.

  • From Persuasion to Storytelling: The role of emotions and values with ACE ALIA & Changing PRIEST models.

  • Storytelling Frameworks: Freytag's Pyramid and Campbell & Vogel's Hero's Journey.

  • Audience Analysis and Customer Insights with Audiense and GWI.

Module 4: Strategy and Application

  • Building Rapport: Credibility, Likability, and Trust. Practical frameworks like WISH and THINK-FEEL-DO.

  • Propaganda: Principles, techniques, and the use of social media, with an analysis of the Cambridge Analytica case.

  • Guidelines for the Final Project.

  • Reality as a Socially Negotiated Contract: Psychological warfare and online radicalization.

Resources and Didactic Materials

  • Course slides will be made available through the university's official platform.