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Course 2006-2007 a.y.

5318 - MARKETING COMMUNICATION AND MEDIA


CLEA - CLAPI - CLEFIN - CLELI - CLEACC - DES - CLEMIT - DIEM - CLSG
Department of Marketing

Course taught in English


Go to class group/s: 31

CLEA (6 credits - I sem. - RR) - CLAPI (6 credits - I sem. - AI) - CLEFIN (6 credits - I sem. - AI) - CLELI (6 credits - I sem. - AI) - CLEACC (6 credits - I sem. - AI) - DES (6 credits - I sem. - AI) - CLEMIT (6 credits - I sem. - AI) - DIEM (6 credits - I sem. - AI) - CLSG (6 credits - I sem. - AI)
Course Director:
FRANCESCA GOLFETTO

Classes: 31 (I sem.)
Instructors:
Class 31: ARIANNA BRIOSCHI


Course Objectives

The course develops the marketing communication issue from a multidisciplinary perspective, with the aim of giving students both theoretical models and useful methods/tools for efficient planning and managing.
Modern marketing requires a comprehensive understanding of the sellers-buyers communication and persuasion processes.  The subject matter of market communication includes the planning and evaluation of communication campaigns; the management of marketing communication; decisions concerning the best communication mix (advertising, personal selling, promotion and public relations);  basic communication strategies (creative strategies and media strategies); and, the design and evaluation of communication objectives.


Course Content Summary

The communication process seen from different analytical perspectives.

The development of a coherent marketing communications campaign:

  • The role of marketing communication in today's society.
  • Assessing problems, creating opportunities and defining goals.
  • Contents and targets for marketing communications.
  • The marketing communications elements. Analyzing campaigns.
  • The marketing communications decision process.

Above-the-line communication tools:

  • Message creation: styles and languages.
  • Media planning: strategy, planning and buying.

Below-the-line communication tools:

  • Consumer promotion.
  • Business Promotions.
  • Public relations and sponsorships.
  • Word of mouth communications.
  • The new media (and the role of the WWW).

Detailed Description of Assessment Methods

Attending students
Written exam based on selected book chapters, case studies and additional reading materials given in class. The course employs a balanced mix of lectures, readings and cases. The readings are intended to supplement the material covered in class and to provide insights into selected issues in marketing communication. The case discussions provide an opportunity to evaluate communication strategies and decision-making processes.  To benefit from this format, it is necessary to be intimately familiar with the facts of each case as well as the conceptual material for each session.  Students should be prepared to discuss each case and related material in class.


Non-attending students
The exam consists in an oral examination on the whole content of the course textbook.


Textbooks
  • TERENCE A. SHIMP, Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, Thomson Learning, 7th Edition  © 2007 ISBN: 0324321430
Exam textbooks & Online Articles (check availability at the Library)
Last change 19/04/2006 00:00
 

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