30223 - COMUNICAZIONE DI MARKETING / MARKETING COMMUNICATION
CLEAM - CLEF - CLEACC - BESS-CLES - BIEMF
For the instruction language of the course see class group/s below
DIEGO RINALLO
Classe/i impartita/e in lingua italiana
- La comunicazione integrata di marketing e il suo contributo alle strategie di branding;
- Aspetti etici della comunicazione di marketing;
- Le decisioni fondamentali: posizionamento, target, definizione degli obiettivi e degli investimenti;
- Il mix di comunicazione: above the line e below the line;
- La pubblicità: strategia creativa e media planning;
- Le promozioni al consumatore e al trade;
- Relazioni pubbliche e sponsorizzazioni;
- Eventi e manifestazioni fieristiche;
- La comunicazione di crisi;
- L’industria della comunicazione: agenzie, centri media, editori e concessionarie, istituti di ricerca.
Per i Frequentanti
E’ prevista una prova finale in forma scritta, sui contenuti delle lezioni, delle esercitazioni, delle testimonianze in aula, e di una selezione di capitoli del libro di testo. L’esame consiste di domande aperte (no multiple choice). Non è previsto orale integrativo.
Per i non frequentanti
L’esame è in forma scritta sul testo di riferimento (tutti i capitoli). Per i non frequentanti, l’esame non include i contenuti addizionali rispetto al libro (casi, esercitazioni, esempi, testimonianze) svolti in aula. L’esame consiste di domande aperte (no multiple choice). Non è previsto orale integrativo.
T. A. SHIMP, Integrated Marketing Communications in Advertising and Promotion, Southwestern, 2009, 8th Edition
Class group/s taught in English
A company’s success and value is determined by the perceptions of customers and other stakeholders. These perceptions are determined by a wide range of brand messages. Advertising and other marketing communication functions are one source of brand messages, however, there are many other types of brand messages that often have even greater influence on customers’ and other stakeholders’ behaviour. This course focuses on all types of communication used to create and build brands and brand relationships.
Studying marketing communication involves learning communication theory and applying it to real life situations. Moreover marketing communications (versus just studying advertising) helps to learn strategic planning by setting goals, planning programs to meet those goals and choosing between different tool allocations to conduct those programs.
Understanding communication helps to make students better consumers by understanding different communication techniques used by businesses and can help students in their own life in their job search and in managing organizations.
- Integrated marketing communications
- Branding and communication objectives
- Advertising
- Budgeting
- Point of purchase communications
- Media planning
- Advertising research
- Packaging
- Sales Promotions - Direct marketing
- Public Relations and Sponsorships
- Ethical issues in communication
Attending students
Written final exam based on lessons, readings, cases, guest speeches and book chapters that are specified in the course program.
The exam is written and there is no oral integration.
Non attending students
Written exam (without oral integration) on all chapters of the book. It doesen't include cases/examples/guest lectures that have been presented in class.
Attending students
- P. DE PELSMACKER; M. GEUENS; J. VAN DEN BERGH, Marketing Communications: A European Perspective, Prentice Hall, 2010, 4th Edition (selected chapters)
- Readings, cases, in class exercises and guest speeches (if scheduled)
Non Attending students
- P. DE PELSMACKER; M. GEUENS; J. VAN DEN BERGH, Marketing Communications: A European Perspective, Prentice Hall; 2010, 4th Edition