Learning Objectives The course offers students an in–depth analysis of the role of institutional marketing and lobbying as a professional opportunity, as a business strategy & a strategic tool in the global market. Course Structure The course is available for attending/non attending students;. Attending students. Attendance and participation in the course is highly recommended: 20% of the final evaluation will be based on partecipation during the lessons,to the collective discussions, case histories etc. In addition, attending students will have the possibility to be part of a very interactive class in which learning activity will be provided essentially during the lessons (through the course the didactic material – basically slides- will be also distibuted to the attending students). Student must attend at least 60% of the lessons. The final exam will consist only of the oral presentation of a collective paper (each student has to write a maximum of 4 pages of the collective paper). Professor Massa is fully available for all further details at smassa@liuc.it Non attendig students Non attending students must prepare a written paper based on the didactic material (8-10 written pages); They also have to take a written test on the slides and the teaching material that will be provided. Professor Massa is fully available for all further details The course Introduction The activities of institutional marketing . lobbying and institutional interlocution as strategic tools Institutional marketing & lobbying : the origin (a short history). What are Institutional marketing and lobbying: the differences. - The role of the expert of Institutional marketing & the lobbyist. - Institutional marketing as an important professional opportunity. - Institutional marketing, lobbying and advocacy. - Institutional Marketing, Lobbying & public affairs: the differences between: a) Local level (including b) National lobbying c) International level (with a special focus on "UE" level. d) Institutional Marketing, Lobbying & public affairs: the differences between:UE and USA Case studies Institutional marketing & lobbying in action: the tools. The Network - Why the network is strategic and how to create it. - Institutional Marketing, Direct lobbying and indirect lobbying. - Economy and Institutional Marketing. Practical cases. - The role of the coalition: how to create and manage it. Institutional Marketing, Lobbying & the institutions: - The institutional approach and interlocution step by step. - Step one: the activities before the interlocution - Step two: the different roles of politicians, local politicians,associations and other stakeholders. - Step three: how to create a correct relationship with public decisors & stakeholders. - Institutional marketing & pressure. - The rules of a correct and ethical persuasion. Institutional marketing, lobbying, media & social media Strategies of communication. Media segmentation and targeting. The role of local media. Alternative local strategies of communication. Institutional marketing, lobbying and new media: the role of social networks: Facebook, Twitter, Instagram & more. Digital strategy, social media pressure and marketing: a scenery in constant change. Multimedia and pressure campaign: how to adapt the strategies. The institutional interlocution & marketing - Institutional interlocution & negotiation: the rules of the game - A) Negotiations and teamworking. - B) Psychology of negotiation - C) Negotiation in practice Institutional marketing & lobbying in action. - The institutional meeting: how to manage it - A) Before the meeting : the preparation & the research job. - B) During the meeting: prepare all the possible options. - C) After the meeting : a correct approach. - How to manage a good result and how to react to a bad result. - Case studies - Which will be the evolution for lobbying & institutional marketing?