The course is intended to provide in-depth knowledge about Corporate Reputation and Storytelling. At the end of the course, student will be able to:
- Map Reputation and Reputational Events
- Know, Find, Target Audiences
- Create an effective Storytelling Project.
- Corporate Reputation: what is Corporate Reputation, how to map it and understand different Stakeholders; which are the root causes of Reputation Change and who one can effectively create strategies to create, maintain, enhance, repairs Corporate Reputation; how to monitor and map reputation effectively with the correct tools and best practices.
- Reputation and Opinion Online: how are opinions created and manipulated online; what Cognitive Psychology and Neural Sciences are telling us about formation of opinions; which are the most up-to-date methodologies to understand how opinion is formed and how can one use these to one's favor; how are people manipulated in Corporate and Political Propaganda.
- Storytelling: what is Storytelling and how is it used in connection with Reputation; which process, methodologies and techniques are to be used to create an effective Storytelling process.
- Docente: MATTEO GIOVANNI PAOLO FLORA