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Course 2020-2021 a.y.

30223 - COMUNICAZIONE DI MARKETING / MARKETING COMMUNICATION

Department of Marketing

For the instruction language of the course see class group/s below

Go to class group/s: 24

WBB (6 credits - I sem. - OB  |  SECS-P/08)
Course Director:
ARIANNA BRIOSCHI

Classes: 24 (I sem.)
Instructors:
Class 24: ARIANNA BRIOSCHI

Class group/s taught in English

Class-group lessons delivered  on campus

Mission & Content Summary
MISSION

This is an exciting time for Marketing Communications! It seems that the world of communication is changing almost daily: many have declared the death of the 30 second television spot; marketers are constantly searching for new ways to communicate with consumers and the number of new media channels that they face keeps on growing. So, do we need to throw away the old text books on marketing communications and start from scratch? Well, yes and no. This course is designed to introduce you to the field of marketing communications and aims to increase your understanding of important issues in planning and evaluating marketing communications strategies and executions. By the end of this course, students should not only be familiar with a large body of marketing communication and advertising knowledge, but should also be able to apply this information to imagine and evaluate effective communication strategies and tactics.

CONTENT SUMMARY

The course covers the main following topics:

  • Integrated marketing communications.
  • Objectives.
  • Branding and naming.
  • Advertising.
  • Public Relations and Sponsorships.
  • Point of purchase communications.
  • Sales Promotions and Packaging.
  • Media Planning.
  • Advertising research.

Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Discern the complexities involved in creating and managing an integrated communication strategy.
  • Learn about the different available communication instruments that a company can choose from and describe their characteristics: more specifically we will learn about communication goals, advertising briefing, creative appeals and insights, packaging analysis and brand naming.
  • Understand how to plan and  implement a communication campaign.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
  • Recognize different communication tools and correctly identify their strategic role for a company (e.g. match company communication goal with the relevant communication tool).
  • Gain an understanding of specific marketing communication tools: advertising briefing, packaging, brand naming (on these 3 topics there will be a specific in class exercise)
  • Work in teams and be able to confront different opinions and subsequently summarize them
  • Apply learnings via an optional end of class individual activity that will be based on applying learning from one out of three different possibile communication models that have been taught in class: communication objectives, creative appeals, advertising insights (see assessment methods for details)

Teaching methods
  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Case studies /Incidents (traditional, online)
  • Group assignments
DETAILS
  • Guest speaker's talks are used to provide a hand's on/professional perspective on the course topics.
  • Case studies are used as a learning by doing tool and are discussed in class only and carried out as group assignments.
  • Interactive class activities include class discussions on short incidents and marketing communication examples.

Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Individual assignment (report, exercise, presentation, project work etc.)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  • x    
    ATTENDING STUDENTS

    With the purpose of measuring the acquisition of the above-mentioned learning outcomes, the students’ assessment is based on three main components:

     

    1. Individual written final exam consisting of multiple choice and short open questions aimed to assess students’ understanding of the concepts illustrated during the course. The exam includes short open end questions and multiple choice questions. There is no oral integration.

     

    2.  In class exercises: the course offers three classes in which there will be the opportuinity to take part in a class group assignment with a learning by doing goal. These three moments will be devoted to the follwing topics; advertising briefing, packaging analysis and brand naming.Sessions will be carried out as follows:

    • the first part of the lesson will be devoted to explaning the role and specificieties of the communication activity
    • in the second part of the lesson students will be divided in groups and will try their hand at writing an advertising brief, analysing a FMCG packaging and finally vreating a new brand name.

    Students that take part in the in class excersies will benefit from a bonus 0,5 points extra on their final exam grade for each exercise that they participate in. Being a learning by doing activity the extra point will be granted based on a pass or fail in the exercise.

     

    3. Individual assignment. A further 1 point extra bonus is given to those students that by the end of the course submit an individual assignment on one of the following topics that will have been discussed in specific sessions of the course: communication goals, insights or creative appeals. Assignment is comprised of a 10 page powerpoint that provides original examples on the provided choice of themes (e.g. 10 example of ads that are based on a consumer insight, with the identification of both the message of the ad and the insight that the ad is based one). Individual assignments have a pass of fail evaluation, with a pass necessary to gain the bonus point. There are no partial points allowed.

    NOT ATTENDING STUDENTS

    Students’ assessment is based on a written exam (open end and multiple choice questions) only based on the book contents.


    Teaching materials
    ATTENDING STUDENTS
    • P. DE PELSMACKER, M. GEUENS, J. VAN DEN BERGH, Marketing Communications: A European Perspective, Prentice Hall, 2018, 6th Edition (selected chapters only).
    • Course lesson Slides.
    NOT ATTENDING STUDENTS
    • P. DE PELSMACKER, M. GEUENS, J. VAN DEN BERGH, Marketing Communications: A European Perspective, Prentice Hall, 2018, 6th Edition(all chapters).
    Last change 05/11/2020 15:09