Advertising and Integrated Communication
A.Y. 2025/2026
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
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
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
- Professional guest speakers
- Practical exercises
- Final project
Teaching Resources
Non-attending students:
- Alan Cooper. How to Plan Advertising. Cengage Learning
- 1 textbook to be determined
- course slides
Attending students:
- Alan Cooper. How to Plan Advertising. Cengage Learning
- selected chapters from 1 textbook to be determined
- course slides
- Alan Cooper. How to Plan Advertising. Cengage Learning
- 1 textbook to be determined
- course slides
Attending students:
- Alan Cooper. How to Plan Advertising. Cengage Learning
- selected chapters from 1 textbook to be determined
- course slides
Assessment methods and Criteria
For non-attending students, the exam will consist of a written test based on the syllabus texts and course slides, along with an analysis of a campaign that will be indicated during the exam.
For attending students (attendance is required for 80% of the classes), the exam will consist of the development of a project—defined by an assigned brief—to be completed in a group, drawing on the techniques and skills acquired during the course. In addition, during one of the final classes, there will be a written test assessing the key concepts learned during the course, which may award one additional point in addition to the grade for completed projects.
For attending students (attendance is required for 80% of the classes), the exam will consist of the development of a project—defined by an assigned brief—to be completed in a group, drawing on the techniques and skills acquired during the course. In addition, during one of the final classes, there will be a written test assessing the key concepts learned during the course, which may award one additional point in addition to the grade for completed projects.
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 9
Lessons: 60 hours
Professor:
Revoltella Susanna