Teaching Workshop
A.Y. 2019/2020
Learning objectives
The workshop aims to provide the necessary tools to understand the operational dynamics in the field of event communication, in particular by focusing on the development of projects promoting and enhancing the Milanese territory in the its international dimension, with the main objective of offering students the opportunity to accumulate and refine skills that relate to their training and, at the same time, are linked to a professional field that can currently offer interesting job opportunities. In this regard, it is also expected to involve experts in the marketing sector with whom students will be able to discuss the topics proposed by the laboratory.
Expected learning outcomes
By the end of the workshop, students will have to demonstrate that they have masterd the tools that refer to the field of event communication and that they know how to build projects to promote and enhance the Milanese territory from the design phase to that of the final realization.
Lesson period: First semester
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.
Course syllabus and organization
Single session
Responsible
Lesson period
First semester
Course syllabus
· What is the territorial marketing and how it works
· Introduction to the main theme of the workshop (Milano international capital as a "case history" . The past, the present and the future of a city)
· Research and market analysis: identifying the basics for a new creative idea
· What is the "concept" related to a communication project
· The scientific board of a cultural event
· Finding a location for the project
· Creating a set up for an event, and exhibition, a festival
· The program and the calendar of an event
· Choosing the main sponsors, the partner and the patronage
· Brand and corporate identity. The merchandising
· The media planning
· How a press office works. The editing of a press release
· The catalog: choosing the editor and developing the content
· Promotion strategies and some examples of non conventional marketing
· The Samsung case: communication and marketing strategies of an international brand
· Introduction to the main theme of the workshop (Milano international capital as a "case history" . The past, the present and the future of a city)
· Research and market analysis: identifying the basics for a new creative idea
· What is the "concept" related to a communication project
· The scientific board of a cultural event
· Finding a location for the project
· Creating a set up for an event, and exhibition, a festival
· The program and the calendar of an event
· Choosing the main sponsors, the partner and the patronage
· Brand and corporate identity. The merchandising
· The media planning
· How a press office works. The editing of a press release
· The catalog: choosing the editor and developing the content
· Promotion strategies and some examples of non conventional marketing
· The Samsung case: communication and marketing strategies of an international brand
Prerequisites for admission
Students in Science of Communication who are interested in knowing the operational dynamics of the world of communication and territorial marketing are admitted.
Teaching methods
Each lesson consists of a frontal presentation, followed by group exercises and discussion with the teacher.
The lessons starts from the teacher's professional experience and are completed thanks to the analysis of "case studies" inherent in the central themes of the laboratory. Speeches of experts of the marketing and communication fields are planned during the workshop.
Attendance to the lessons is compulsory (it is possible to skip two lesson out of ten).
The lessons starts from the teacher's professional experience and are completed thanks to the analysis of "case studies" inherent in the central themes of the laboratory. Speeches of experts of the marketing and communication fields are planned during the workshop.
Attendance to the lessons is compulsory (it is possible to skip two lesson out of ten).
Teaching Resources
During the class, students will be shown slides with examples of territorial marketing strategies and "case histories", in order to investigate various topics: press release, brand identity, set up of a location for an exhibition.
The texts indicated below represent the teacher's bibliographical references. Students are not required to study any volume, but consultation is suggested.
Accatino A., The events master. Tecniche, parole, segreti e trucchi del mercato degli eventi, ADC Group, Milano, 2015
Argano L., Bollo A., Dalla Sega P., Candida V., Gli eventi culturali. Ideazione, progettazione, marketing, comunicazione, Franco Angeli, Milano 2005
Cozzi P. G., Comunicare con gli eventi. Una guida operativa, Franco Angeli, Milano 2014
Croci E., Turismo culturale. Il marketing delle emozioni, Franco Angeli, Milano 2017
Mazzoli L., Zanchini G., Info cult. Nuovi scenari di produzione e uso dell'informazione culturale, Franco Angeli, Milano 2015
McLuhan M., Gli strumenti del comunicare, Il Saggiatore, Milano 2002
Venturi R, Casalegno C., De Palma P., Comunicazione integrata e Pr: istruzioni per l'uso. Strategie, strumenti e tecniche nel secolo della trasparenza, Franco Angeli, Milano 2014
Volli U., Il nuovo libro della comunicazione. Che cosa significa comunicare: idee, tecnologie, strumenti, modelli, Il Saggiatore, Milano 2007
Milano la fabbrica del futuro, Il rinnovamento di una metropoli del Novecento, Skira, Milano 2004. Catalogo dell'omonima mostra, Milano Spazio Oberdan 31 marzo- 6 giugno 2004
The texts indicated below represent the teacher's bibliographical references. Students are not required to study any volume, but consultation is suggested.
Accatino A., The events master. Tecniche, parole, segreti e trucchi del mercato degli eventi, ADC Group, Milano, 2015
Argano L., Bollo A., Dalla Sega P., Candida V., Gli eventi culturali. Ideazione, progettazione, marketing, comunicazione, Franco Angeli, Milano 2005
Cozzi P. G., Comunicare con gli eventi. Una guida operativa, Franco Angeli, Milano 2014
Croci E., Turismo culturale. Il marketing delle emozioni, Franco Angeli, Milano 2017
Mazzoli L., Zanchini G., Info cult. Nuovi scenari di produzione e uso dell'informazione culturale, Franco Angeli, Milano 2015
McLuhan M., Gli strumenti del comunicare, Il Saggiatore, Milano 2002
Venturi R, Casalegno C., De Palma P., Comunicazione integrata e Pr: istruzioni per l'uso. Strategie, strumenti e tecniche nel secolo della trasparenza, Franco Angeli, Milano 2014
Volli U., Il nuovo libro della comunicazione. Che cosa significa comunicare: idee, tecnologie, strumenti, modelli, Il Saggiatore, Milano 2007
Milano la fabbrica del futuro, Il rinnovamento di una metropoli del Novecento, Skira, Milano 2004. Catalogo dell'omonima mostra, Milano Spazio Oberdan 31 marzo- 6 giugno 2004
Assessment methods and Criteria
The verification exam consists in the conception, development and presentation of a project for the enhancement and promotion of the city of Milan, which highlights its international vocation.
Groups of students will decline the central theme in different project perspectives.
Being a workshop, there is no assignment of a grade.
Groups of students will decline the central theme in different project perspectives.
Being a workshop, there is no assignment of a grade.
- University credits: 3
Lessons: 20 hours
Professor:
Marazzi Irina
Shifts:
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Professor:
Marazzi IrinaProfessor(s)