Workshop: Brand Communication Strategies and Techniques: Influencer Marketing, Pr and Storytelling
A.Y. 2023/2024
Learning objectives
The proposal of the lab is to explore two of the most important principles of contemporary marketing: brand storytelling and influencer marketing. During the lab we are going to analize this two topics with different tools, with talks from guest speakers and with an approach of continuous dialogue with psichological, sociological, linguistics and economics studies.
The aim of the lab will be focused on how to introduce influencer marketing in an integrated communication strategy with an open eye on Diversity & Inclusion matters.
The aim of the lab will be focused on how to introduce influencer marketing in an integrated communication strategy with an open eye on Diversity & Inclusion matters.
Expected learning outcomes
The lab has the purpose to introduce students to theoretical and practical applies about a communication strategy that involves Key Opinion Leaders. At the end of the lab the students are going to be prepared to manage a full Influencer Marketing campaign.
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
LAB's proposal is to explore two of the most important principles of contemporary marketing: brand storytelling and influencer marketing. During the LAB we are going to analize this two topics with different tools, through talks from guest speakers and with an approach of continuous dialogue with psichological, sociological, linguistics and economics studies.
The aim of the LAB will be focused on how to introduce influencer marketing in an integrated communication strategy with an open eye on Diversity & Inclusion matters.
The aim of the LAB will be focused on how to introduce influencer marketing in an integrated communication strategy with an open eye on Diversity & Inclusion matters.
Prerequisites for admission
All students that are enrolled in the degree program "Editoria, Culture della comunicazione e della moda" and that have a slight awareness about social media can attend the LAB.
Teaching methods
The LAB will have a theoretical introduction, and will also include several guest speakers that are influencer or communication experts. At the end the students are going to solve some case studies.
Teaching Resources
Texts to have to follow the course smoothly:
Hegarty J., Hegarty on Advertising: Turning Intelligence into Magic. Thames and Hudson Ltd, London, 2012
Lombardi M., Strategia in Pubblicità. Dall'intelligenza, la magia. Franco Angeli, Milano 2017
Hegarty J., Hegarty on Advertising: Turning Intelligence into Magic. Thames and Hudson Ltd, London, 2012
Lombardi M., Strategia in Pubblicità. Dall'intelligenza, la magia. Franco Angeli, Milano 2017
Assessment methods and Criteria
During the last lesson of the LAB will be assigned to every student a case study. They will have to build a complete communication strategy that involves Influencer Marketing and PR as learned during the LAB.
Educational website(s)
Professor(s)