Advertising and Integrated Communication
A.Y. 2023/2024
Learning objectives
- Understanding of the advertising agencies' environment, organization and working processes.
- Development of analytical skills in reading and analyzing advertising message
- Acquisition of the necessary knowledge and skills for developing multichannel communication plans.
- Introduction to digital and social marketing.
- Development of analytical skills in reading and analyzing advertising message
- Acquisition of the necessary knowledge and skills for developing multichannel communication plans.
- Introduction to digital and social marketing.
Expected learning outcomes
Thanks to an hands-on approach based on in-class exercises, discussions and industry professionals interventions, the course aims to give students the opportunity of developing a full communication project, which may also be useful in their future profession of communicators.
Lesson period: Third trimester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
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
- 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
he 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
- Professional guest speakers
- Practical exercises
- Final project
Teaching Resources
Alan Cooper. How to plan advertising. Cengage Learning
Marco Lombardi. Mindshare. Strategia in pubblicità. Dall'intelligenza alla magia. Franco Angeli Editore (ed. 2022 - NO capitolo pianificazione media)
Course slides and material on Ariel
Marco Lombardi. Mindshare. Strategia in pubblicità. Dall'intelligenza alla magia. Franco Angeli Editore (ed. 2022 - NO capitolo pianificazione media)
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 and with the analysis of a requested campaign.
For non attendant students, there will a written exam with open questions on the course material and suggested books and with the analysis of a requested campaign.
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 9
Lessons: 60 hours
Professor:
Revoltella Susanna
Educational website(s)
Professor(s)