Between specialization and integration: what organizational models to create synergy between communication and marketing?

On Thursday, November 21 from 1:30 to 3 p.m. in Room 153 (IULM 1) there will be an open lecture in the Brand and Corporate Communication course, taught by Professor Alessandra Mazzei.

Reputation management is a central goal for organizations in every sector, which is pursued through nurturing positive relationships with multiple types of stakeholders: from customers to employees, via investors, the media, institutions, and the broader community. Multiple business functions contribute to the management of these relationships, with the need for orchestration to ensure consistency in the different reputations that are established among these stakeholder groups. With this in mind, organizations sense the opportunity to take a holistic approach to reputation and define ad hoc organizational structures and managerial roles to pursue this approach.

With the involvement of communication managers from leading Italian companies in different sectors, the panel discussion proposed as part of the Brand and Corporate Communication teaching of the Master's degree course in Marketing, Consumption and Communication at IULM University intends to be an opportunity to discuss the different organizational configurations with which companies manage reputation today, both in terms of structures and professional roles.

Program

• Greetings and opening remarks, Alessandra Mazzei, lecturer in charge of the Brand and Corporate Communication course, IULM University
• Presentation of the study "A Holistic Approach to Reputation Management. Chief Corporate Communication Officer and Chief Marketing and Communications Officer compared," Simone D'Onofrio, IULM University, master's degree in Marketing, Consumption and Communications

Panel discussion with:

• Maurizio Decollanz, Chief Marketing and Communications Officer, IBM Italy
• Laura Rosati, Communication Manager, Dentsu
• Alessandra Teruggi, Head of Corporate Communication, Metro

Moderating the discussion:

• Alessandra Mazzei

- Debate with students and audience present

Admission will be allowed while places are available