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Advertising and Integrated Communication

A.Y. 2019/2020
9
Max ECTS
60
Overall hours
SSD
SPS/08
Language
Italian
Learning objectives
The students will be equipped with the conceptual and empirical tools to understand the most salient features and the most relevant consequences of today's processes in a number of significant social domains.
Expected learning outcomes
By the end of the course students will acquire the ability to critically evaluate and discuss the impact, development and use of the topics covered during the course. The final exam aims to verify the expected learning outcomes in relation to these topics.

Lesson period: Third trimester

Lessons timetable

Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi

Exams calendar

Single course

This course cannot be attended as a single course. Please check our list of single courses to find the ones available for enrolment.

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Course syllabus and organization

Single session

Lesson period
Third trimester
Course syllabus
- Advertising History
- The advertising and communication agency: organization and main roles
- Brand strategy development
- Branding activities
- Communication strategy
- Target definition and customer journey
- The insight
- The creative brief
- Creative development
- Multichannel communication plan
- Media
- Digital marketing
- Social Media Marketing
- WOM and influencer marketing
- Researches in advertising
Prerequisites for admission
The course will provide a real experience of an advertising agency. The aim is to allow students in understanding today's new communication strategies and trends while teaching how to use some practical and useful communication tools.
Teaching methods
- Frontal lessons
- Professional guest speakers
- Practical exercises
- Final project
Teaching Resources
Alan Cooper. How to plan advertising. Cengage Learning
Brioschi, Uslenghi. White Space. Egea. Seconda Edizione
M. Lombardi. Il nuovo manuale di tecniche pubblicitarie. Franco Angeli - cap. 1, 2, 4, 5, 6, 7 + Appendice 3
Course slides and material on Ariel
Assessment methods and Criteria
For the students that will attend at least 80% of the lessons, the exam will consist in a group project, to be developed according to a given brief, applying the tools and methodologies learned during the course.

For non attendant students, there will a written exam with open questions on the course material and suggested books.
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 9
Lessons: 60 hours
Professor: Revoltella Susanna
Shifts:
-
Professor: Revoltella Susanna