UNIVERSITÀ DI CAGLIARI

DIPARTIMENTO DI SCIENZE ECONOMICHE E AZIENDALI

Business Communication and Selected Topics in Marketing

A.Y. 2014-2015

Course hours Monday, Wednesday, Thursday 10.00-12.00

Location Paolo Baffi building - Room 13
Instructor Prof. Ernestina Giudici
Office Paolo Baffi building – 2nd floor – room 7
Office hours Tuesday 12.00-13.30 or by appointment
Telephone 070 675 3362
email giudici@unica.it

Texts
E. Giudici: Lecture notes
Papers from scientific international journals: Titles will be communicated during the course
development.

Communications
The best way to get in touch with me is by email. I look at my email in the early morning and
therefore you should make sure to allow the necessary amount of time for me to respond (i.e.,
if you send me an email in the afternoon I will see it the following morning). I get a lot of
emails: please start your subject line with ETCM15 that I can easily spot class-related
communications.

Course Objectives and Description

The goal of this class is to help students to develop knowledge both on the basic
communication theories, and the essential skills to apply them inside organizations. Specific
attention will be devoted to specifying the multidisciplinary characteristics of communication.
Moreover, taking the most important topics in marketing into consideration, the course aims
to give students the essential knowledge regarding the relationships between firms and
customers with particular attention being paid to the role that communication plays.
At operational level, students – taking the learned communication theories into account – are
invited to experiment through the elaboration of a communication plan or storytelling. This
activity is worked in teams with the aim of creating relational skills.
This is an advanced class and you will expected to have a working knowledge of business
management; you will also be expected to express your ideas in writing clearly and concisely.
If you find that you are having trouble with the writing, please come to see me in my office as
soon as possible.
By completion of this class you will develop an understanding of the main issues involved in
the design and management of business communication in the turbulent environment that
characterize modern business activities. Namely, you should be able to:
a) Have familiarity with the multifaceted communication process
b) Develop the ability to work in a team with comprehension of its specific dynamics and
activity to lead it successful
c) Acquire a set of tools and framework that represent state-of-the-art, scientifically-based
management thinking
d) Enhance both oral and written communication through continuous in class discussions and
written reports
Students will vary in their competency levels on these abilities. You can expect to acquire this
abilities only if you honor all course policies, attend classes regularly, complete all assigned
work in good faith and on time, and meet all other course expectations of you as student.

Course Format
The course consists of three lectures per week, each of two hours, with possible reading
assignment. In the case of reading assignment, given the limited time at our disposal it is
extremely important that you come prepared to class, having read the assigned material.
Rather than spending excessive class time on lecturing, I will assume that you learned what
you could from the readings and I will spend class time on discussions and activities aimed at
clarifying and deepening you understanding on the issues.
Remember that I often cold call and always expect you to be an active contributor to the
discussions. Participation will be evaluated on quantity and quality of the contributions: do
not always stay quiet but also avoid intervening with comments that do not significantly add
to the discussion.

Evaluation Elements
Students will be evaluated according to the following schedule:
Title Unit Type Evaluation % Description
Assignment Individual Hand-in Assignment From 0 to 0,5 10 Distributed in class
point for each
assignment
Test Individual In-Class Exam From 18/30 to 30 Exactly what it
30/30 sounds like
Project Group Hand-in Assignment From 18/30 to 10 Details will be
Proposal 30/30 discussed in class
Project Group In-Class Presentation 20 Details will be
Presentation discussed in class
Project Report Group Hand-in Assignment 30 Send via email by the
end of the day
Participation Individual Participation N/A Showing up is the
first step. Participa-
ting in class discus-
sions and activities
goes a long way.
Requirements for Graded Work
Assignments: There will be some (from 3 to five) take-home assignments during the course.
The purpose of the assignments is to give you the opportunity to practice the techniques
learned in class and by reading the suggested articles. You can use any material you like and
you can consult with me or with your classmates on the assignment, but the final product
should be entirely your individual work.
Tests: The course could include one or two in-class tests. The tests will address the material
covered since the last test; however, the material covered in this class is inherently cumulative
and the knowledge acquired in the previous parts of the class will be necessary in order to
understand the subsequent material.
Team Project: This project has to be completed with your group. The team project’s goal is to
allow you to integrate the different techniques and subjects covered in class into a coherent
analysis. You will have to collect and analyze data on a problem of your choosing and present
your conclusions in written as well as oral presentation form.
The project will result in three deliverables:
1. Project Proposal: The groups will prepare a short summary that delineates the general
characteristics of the project. The proposal has to delineate the problem under
consideration.
2. Project Report: The report has to provide a through description of the elements of your
project in a clear and professional way. It has to include the following sections:
a. Executive Summary: a few pages that summarize the research question and the findings.
b. Introduction: description of the research question or problem, and why is it important.
c. Method:
- Description of the data source
- Description of the method used for the analysis
- Description of results
d. Findings and Conclusions: what does it all mean? What conclusions can you draw?
I strongly suggest that you turn in a preliminary version of the report (or discuss with me
each part) before finalizing your submission.
3. Project Presentation: The final presentation will delineate the contents of your project to
the class. You will have 15 minutes to present your work plus 5 minutes to answer
questions coming from me and from your classmates.
Group Work: The purpose of group work is to enhance your skill in working collaboratively.
When a group-based assignment forms part of your evaluation for a grade, all members of the
group will receive roughly the same grade. The grade will be adjusted for the relative
contribution of each group member: at the end of the class, you will be asked to provide
feedback on group members.
Attendance: Attendance is not mandatory for this course. Anyway, attending class is an
important part of the learning process in this course. Attendance exposes you to material not
in the readings, to your classmates’ insights and helps clarify material that can lead to better
performance in the course.
Given the fast pace of the class, missing a session can result in a substantial loss of
information. If you miss one or more classes it is your responsibility to ask your classmates
for class notes and to keep up with the material covered.
Grading scale
Grade Point Description Achievement of Assignment Objectives
Value
30/30 e lode – Exceptional Work Technically flawless and original work demonstrating
30/30 insight, understanding and independent application or
extension of course expectations, often publishable.
28/30 – 29/30 Outstanding Work Demonstrates a very high level of integration of
material demonstrating insight, understanding and
independent application or extension of course
expectations.
27/30 – 26/30 Excellent Work Represent a high level of integration, comprehen-
siveness and complexity, as well as mastery of relevant
techniques/concepts.
25/30 – 24/30 Very Good Work Represents a satisfactory level of integration,
comprehensiveness, and complexity; demonstrates a
sound level of analysis with no major weaknesses.
23/30 – 22/30 Acceptable work that Represents a satisfactory level of integration of key
fulfills the expectations of concepts. However, comprehensiveness or technical
the course skills may be lacking.
21/30 – 18/30 Not satisfactory work Represents an unacceptable level of integration,
revealing some deficien- comprehensiveness and complexity. Mastery of some
cies in knowledge, under- relevant concepts lacking.
standing or techniques
0 - 17/30 Failing grade Unsatisfactory performance.

Academic Integrity
As our program help to create business and government leaders, the University of Cagliari has
an obligation to ensure academic integrity is of the highest standards. Students are expected to
carefully review the following point discussing academic integrity and group projects that
have been adopted by our University. Acts of academic dishonesty include, but are not limited
to, the following:
• using the exact words of a published or unpublished author without quotation marks and
without referencing the source of these words;
• duplicating a table, graph or diagram, in whole or in part, without referencing the source;
• paraphrasing the conceptual framework, research design, interpretation, or any other ideas
of another person, whether written or verbal (e.g. personal communication, ides from a
verbal presentation) without referencing the source;
• copying the answers to another student in any test, examination, or take-home assignment;
• providing answers to another student in any test, examination, or take-home assignment;
• impersonating another student or allowing another person to impersonate oneself for the
purpose of submitting academic work or writing any test or examination;
• stealing or mutilating library materials;
• change name or answer(s) on a test after that test has been graded and returned;
• submitting the same paper or portions thereof for more than one assignment, without
discussions with the instructor(s) involved;
• students should be aware that all instructors reserve the right to use any plagiarism
detection software program(s) to detect plagiarism for essays, term papers and other
assignments.

Schedule
Title Individual Due Description
or Group Date
Introduction Individual 2 March What is communication?
Communication as an Individual 4 March Communication: factor of organizations
essential factor of success?
organizations
Theory or theories Individual 5 March Rhetoric and semiotic
Take-home assignment 1a Individual 11 March Take-home assignment 1a
Theory or theories Individual 9 March Other communication theories
Take-home assignment 1b Individual 11 March Take-home assignment 1b
Watzalawick axioms Individual 12 March The communication revolution: the five
Watzalawick’s axioms
Verbal communication Individual 16 March Not only language
Non verbal communication Individual 18 March The multifaceted character of non verbal
communication
Public speaking Individual 19 March Basic rules of public speaking
Communication and Individual 23 March What is identity?
strategy: identity
Communication and Individual 25 March Identification and over identification
strategy: identification
Take-home assignment 2 Individual 26 March Take-home assignment 2
Firm communication Individual 30 March Why firms have to communicate?
Internal communication Individual 1 April The strength of a good internal
communication
Techniques and tools useful Individual 8 April Analysis of the main techniques and
for internal and external tools
communication
Communication plan Individual 9 April How to build a communication plan
Communication plan Individual 13 April How to build a communication plan
Storytelling Individual 15 April An old/new way to communicate
Storytelling Individual 16 April An old/new way to communicate
Investing in interacting and Individual 20 April Client is the king
relating with clients
The experiential marketing Individual 22 April New perspectives of marketing:
managing experiences
Experiential marketing and Individual 23 April Is sustainability the way to create
sustainability experiences or vice versa?
Take-home assignment 3 Individual 27 April Take-home assignment 3
Customer satisfaction – to Individual 29 April How to detect customer satisfaction
analyze, measure and and 30
manage with reference to April
some economic fields
Social networks and Individual 4 May New frontier of communication: the use
communication of social networks
Final Group 18 May Presentation
The Instructor
Ernestina Giudici is full professor of Management. She began her career in 1976 and has
carried out several activities and responsibilities. The main are:
- Member of the University of Cagliari Board of Directors (from July 2012 to present)
- Member of the Editorial Advisory Board of the International Journal of Quality and
Service Sciences (Emerald); of the Editorial Review Board of the Transnational
Marketing Journal and some others.
- Dean of the Faculty of Economics (from the A.Y. 2010- 2011 to July 2012)
- Coordinator of the Doctoral course in Business Administration (from the A.Y.
2009/2010 to July 2012)
- President of the degree course in Business Economics (from the A.Y. 2008/2009 to the
A.Y 2009/2010)
- Head of the Ce.Ma.Pros. (Centre for technological Innovation) (2008-2010)
- Head of Jean Monnet Module (from A.Y 2004/2005 to the A.Y 2009/2010)
- President of the degree course in Management of tourism services (from the A.Y.
1998/1999 to the A.Y 2002/2003)
- Coordinator of the Master in Management of Tourism Organizations (A.Y. 2002/2003
and A.Y. 2014-2015 Coordinator of the Master in Management of Sustainable Tourism
Organizations)
Other experiences:
- Member of the Italian Academy of Business; Member of the European Community
Studies Association (ECSA); Member of the European Group for Organizational Studies
(EGOS); Member and reviewer of the Academy of Management (AOM), Member of
CUEIM and reviewer of Sinergie.
Recent works published by leading houses include It is possible to achieve sustainable
capitalism by 2020? (2014); What should the role of managers be in organization? (2014); Is
intangible cultural heritage able to promote sustainability in tourism?
Ernestina has taught several courses in the fields of business. She currently teaches basic
management, business communication and direction of firm and innovation. From nineties
and for several decades she has worked in several professional assignments. For example:
Preparation of the Local Development Plan - Area Linas Campidano for the Program Leader
II, Leader Plus and Leader of 2009 edition; CEO of several firms from 1987 to 2003;
Coordinator of several projects (e.g. the euroPass project for the municipality of Cagliari).