Italy Full Professor of Sociology of Communication University of Bologna Core Faculty
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Roberto Grandi is Full Professor of Communication Sociology at the University of Bologna and Director of Studies of the Master in Marketing, Communication and New Media at the Business School of Bologna. He deals with public and political communication, cultural sociology, business communication, journalistic communication, social media and city branding. He is Chairman of the College of China and head of the Bologna City Branding Project. Previously, he was Deputy Rector for International Relations at the University of Bologna, member of the board of the Magna Charta Observatory, Head of the Culture Department of the Municipality of Bologna and Coordinator of the Committee - Bologna for European City of Culture in 2000. He has spent long periods of research abroad and he has been invited to be a Visiting Scholar at the Annenberg School of Communications (University of Pennsylvania), Stanford University, Brown University and Tongiji University (Shanghai).  


The aim of the course is to understand how communication can be linked to the strategic objectives of the company. The course will tackle the themes of public relations, corporate communications, advertising and internal communication. Provides participants with a comprehensive overview of the operating modalities of professionals in the sector, the techniques used and the objectives assigned to the communication functions inside a company.

Corporate communication encompasses all the communication that takes place between an organization and its various stakeholders in order to project the company's brand within and beyond the organization. Corporate communication is responsible for creating and maintaining the brand and looking after the organization's reputation.

INSPIRATIONAL AND MOTIVATIONAL SESSIONS  - Companies needs to build their own identities which establish distinction and recognition from the outside world and a shared personality internally. Elements of visual identity, business climate, identity traits both rational and emotive/passionate must be communicated in the most effective way, ensuring consistency with overall corporate strategies and with perceptions of the different audiences to whom they are addressed. The workshop is divided into four monographic sessions designed to address—from several points of view—the theme of indentifying the most effective methods of integrated communications for a business, also analyzing case studies of success and failure.

Processes of Data Science are considered here in terms of their communicative value, or rather within the theories of communication, on the one hand, and strategies of business communication, on the other. These insights will be able to propose and critically interpret the socio-communicative context in which the potential of data science is developed. These conceptual aspects will be demonstrated during the analysis of specific cases making the communicative and human aspects fully explicit.