30223 - COMUNICAZIONE DI MARKETING / MARKETING COMMUNICATION

The aim of the course is to equip participants with toolkits to develop strategies for managerial problems in the context of marketing communications. The different modules of the program introduce the participants to the theoretical models, methods and techniques with the aim to: 1) develop a communication strategy; 2) effectively and synergistically manage the various tools of the communication mix; 3) monitor and measure the performance of the initiatives developed. In addition to the traditional marketing communication channels, the course also introduces the participants to the emerging online marketing communication channels to deal with changing media consumption habits of consumers. Although the course addresses marketing communication from a managerial perspective, it also offers students critical tools for evaluating the ethical aspects of communication and its undesirable consequences on individuals and society. Finally, the course covers the contribution of communication to corporate social responsibility and cause-related marketing initiatives and to the non-profit world.

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.

At the end of the course, the student will be able to

• Learn about the different marketing communication tools available to a manager
• Understand the various stages in developing a marketing communication. strategy.
• Understand how to plan and implement a communication campaign

• Define the appropriate target group for the marketing communication.
• Use the marketing communication tools to develop a marketing communication plan.
• Measure the impact of the marketing communication strategy.

• Face-to-face lectures
• Case studies /Incidents (traditional, online)
• Individual assignments
• Interactive class activities (role playing, business game, simulation, online forum, instant polls)

In addition to the lectures, the class will also include:

• Interactive in-class activities involving class discussions on short incidents and marketing communication examples.

The students' assessment is based on three main components:

1. The individual written final exam will comprise multiple choice and short open questions aimed to evaluate  participants' understanding of the concepts illustrated during the course. 
2. The in-class exercises will provide participants with an opportunity to earn an extra 0,5 points. They assesses students’ ability to apply the methods learned during the course. 
3. The participants will have an additional opportunity to earn a bonus point for submitting an individual assignment by critiquing an advertisement of their choice.

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

The written exam is aimed at verifying the ability to apply the knowledge students learned when studying the teaching material. 

• P. DE PELSMACKER, M. GEUENS, J. VAN DEN BERGH, Marketing Communications: A European Perspective, Prentice Hall, 2018, 7th Edition 
• Course lesson Slides.

• P. DE PELSMACKER, M. GEUENS, J. VAN DEN BERGH, Marketing Communications: A European Perspective, Prentice Hall, 2018, 7th Edition(all chapters).