Ateneo - UPO

The course provides an in-depth examination of the main transformations currently affecting Human Resource Management and of the role of communication in shaping relationships between individuals and organisations. It explores emerging HR trends, the impact of artificial intelligence and digitalisation on organisational processes, the evolution of leadership, and new models of work organisation. Particular attention is devoted to competency development through skilling, upskilling and reskilling processes; Diversity, Equity and Inclusion strategies; and the organisational implications of increased longevity and intergenerational workforce management. The course also considers the strategic role of the HR function in promoting innovation, employee well-being and organisational sustainability.

The section devoted to communication begins by addressing introductory cultural issues—why people tell stories, how stories function, and what effects they produce—as well as technical aspects, including the ways in which communication has become an essential working tool in modern organisations. It then examines the mechanisms of internal communication: why organisations feel the need to regulate and structure communication with their employees; how internal communication has evolved in recent years; which tools are most commonly used; and what problems may arise from absent, inadequate or ineffective communication. The course also presents and discusses real-world corporate case studies.

The course subsequently addresses employer branding, namely how organisations communicate with prospective employees in an increasingly competitive environment in which they seek to attract the most qualified talent. Finally, it explores the management of personal communication in the workplace, ranging from the use of social media to the ability to conceive, produce and effectively present a professional document.
Students will develop a critical understanding of organisational dynamics and managerial levers that foster innovation, inclusion, and responsible management within companies and public institutions.

The slides and scientific articles shared during the lectures and uploaded on DIR will be considered integral material.

By the end of the course, students will be able to:
● Understand the key theories and concepts of organisational design, recognising how structure, processes, and people interact within organisations.
● Analyse organisational processes and systems and managerial choices in relation to efficiency, innovation, and sustainability, connecting theoretical frameworks with real cases.
● Apply organisational models to interpret and solve practical challenges, including coordination, communication, and change management.
● Critically assess the impact of digital transformation, hybrid work, and inclusion policies on organisational performance and employee wellbeing.
● Collaborate effectively in team-based projects, also using digital tools to communicate and coordinate tasks in hybrid or virtual learning environments.
● Demonstrate professional and ethical awareness in managing organisational complexity, with particular attention to sustainability and responsible management principles.

None

Teaching activities will include:

lectures supported by content-rich slides and practical examples;
presentations and discussions of corporate case studies, which may include contributions from external guest speakers;
collective analysis of the assignments completed by students. In particular, the review and discussion of students’ work will represent a valuable learning opportunity: students will receive questions, comments and feedback from the instructor, while also being encouraged to contribute questions and suggestions regarding the work presented by their peers, thereby broadening the range of perspectives considered.
Knowledge and understanding: lectures will provide the theoretical foundations required to understand communication mechanisms, both in general terms and with specific reference to their application within organisations.
Applying knowledge and understanding: the assignments set during the course will provide students with an initial opportunity to apply the knowledge acquired to practical cases.
Making judgements: students’ ability to develop independent judgement will be fostered through classroom discussions of both the real-world cases presented and the assignments completed during the course.
Communication skills: in addition to the theoretical components devoted to communication and public speaking, students will practise and refine their communication skills through the presentation of their assignments.
Learning skills: the theoretical tools provided, together with continuous individual and group practice, will enable students to develop independent learning skills that can continue to evolve beyond the duration of the course.

Course attendance is facultative Students with physical disabilities, Learning Disabilities or Special Education Needs can request specific services and tools via the Staff Sviluppo e Coordinamento Carriere e Servizi alle Studentesse e agli Studenti, consulting the University webpage: https://www.uniupo.it/en/services/servicesstudents-physical-or-learning-disabilities Students with disabilities, learning disabilities or special education needs, once they have contacted the University Staff, can refer to the tutor in charge of the course to define the examination modalities, concerning academic aspects.

Student assessment will be based on a combination of ongoing evaluations—comprising an individual project, and a final exam.

The individual project will be assessed on the basis of accuracy, depth of analysis, ability to synthesise information and establish connections, and clarity of written and oral expression, for a maximum of 15 points.

The final assessment will consist of a written examination comprising four questions. The examination will be assessed on the basis of the appropriateness and completeness of the answers, for a maximum of 15 points.

The final score can reach a maximum of 30 points, or 31 in the case of *cum laude* (honors).

The exam will be assessed according to the following criteria:
Not Successful: important deficiencies and/or inaccuracies in the knowledge and understanding of the topics; limited ability to analyse and synthesise, frequent generalisations and limited critical and judgemental skills, the topics are set out inconsistently and with inappropriate language;
18-20: Barely sufficient knowledge and understanding of the topics with possible generalisations and imperfections; sufficient capacity for analysis synthesis and autonomy of judgement, topics are frequently exposed in an incoherent way and with inappropriate/technical language;
21-23: Routine knowledge and understanding of topics; ability to analyse and synthesise correctly with sufficiently coherent logical argumentation and appropriate/technical language;
24-26: Fair knowledge and understanding of the topics; Good analytical and synthetic skills with arguments expressed in a rigorous manner but with language that is not always appropriate/technical;
27-29: Comprehensive knowledge and understanding of the topics; considerable capacity for analysis and synthesis. Good autonomy of judgement. Arguments presented in a rigorous manner and with appropriate/technical language;
30-30L: Excellent level of knowledge and thorough understanding of topics. Excellent analytical and synthetic skills and independent judgement. Arguments expressed in an original manner and with appropriate technical language.

General principles of communication, based on the definitions proposed by leading scholars in the field.
Storytelling: what it is, what purposes it serves, and the positive and negative effects it may produce.
Corporate communication: marketing communication and institutional communication.
Internal communication: its origins and evolution, with particular reference to the effects of the COVID-19 pandemic on organisations and to the resulting need to rebuild employees’ sense of belonging and engagement.
Internal communication tools: developing brands and formats; producing written, video and audio content; selecting the most effective digital and analogue channels for its dissemination; measuring communication activities and their impact; and the emergence of artificial intelligence.
Demographic trends in Italy and the growing importance of employer branding: a declining workforce, a decreasing number of young workers, and a growing shortage of technical skills.
Public speaking and effective interpersonal communication: how to develop a document for a public presentation and how to deliver it effectively, with particular attention to voice, eye contact, proxemics and body language.
Social media, particularly LinkedIn, and their role in employer branding.
Company advocacy, employee ambassadors and the challenge of trust: how organisations and employees can collaborate in communication activities while strengthening their respective brands.
Emerging trends in Human Resource Management, with particular emphasis on the impact of artificial intelligence, the digital transformation of HR processes, skill-based organisations, the personalisation of the employee experience, and new strategies for talent attraction, retention and employee well-being.
New leadership models required by contemporary organisations. The course will examine the concept of distributed leadership, the role of leaders as facilitators, and the principles of ethical, inclusive and people-centred leadership.
Competency development through an analysis of skilling, upskilling and reskilling strategies, which are regarded as essential to supporting employability, lifelong learning and organisational competitiveness.
Diversity, Equity and Inclusion: the meaning of diversity and inclusion within organisational contexts, the main Diversity Management practices, and the contribution of inclusive policies to value creation, innovation and organisational well-being. The different dimensions of diversity will also be examined.
Longevity and generational dynamics in the workplace, with particular attention to the role of leadership and the HR function in creating inclusive working environments that promote well-being, intergenerational exchange and the development of human capital throughout the entire professional life cycle.

Knowledge and understanding
Students will acquire foundational knowledge of organisational theory and design, including classical and contemporary models, coordination mechanisms, and principles of structure and change. They will also develop awareness of how sustainability, innovation, and digital transformation reshape organisational forms and work systems.
Applying knowledge and understanding
Students will be able to apply organisational concepts to real-world cases, analysing how managerial choices affect performance, communication, and collaboration within teams and across departments. Through case studies and project work, they will learn to connect organisational design to sustainability goals and circular economy principles.
Making judgements
Students will develop the ability to evaluate organisational decisions critically, identifying trade-offs between efficiency, innovation, and social responsibility. They will learn to reflect on ethical and inclusive dimensions of organisational design, considering both human and environmental factors.
Communication skills
Students will improve their ability to communicate organisational analyses and recommendations effectively, both orally and in writing, using appropriate technical terminology in English. They will also enhance their capacity to work collaboratively in hybrid and virtual environments.
Learning skills
Students will strengthen their autonomous learning capabilities by integrating theoretical insights with empirical observation and by using ools for organisational analysis and visualisation. This will support lifelong learning and professional adaptability in evolving organisational contexts.