Studying at the University of Verona
Here you can find information on the organisational aspects of the Programme, lecture timetables, learning activities and useful contact details for your time at the University, from enrolment to graduation.
Study Plan
The Study Plan includes all modules, teaching and learning activities that each student will need to undertake during their time at the University.
Please select your Study Plan based on your enrollment year.
1° Year
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2° Year activated in the A.Y. 2012/2013
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Legend | Type of training activity (TTA)
TAF (Type of Educational Activity) All courses and activities are classified into different types of educational activities, indicated by a letter.
Marketing communications (2011/2012)
Teaching code
4S02510
Academic staff
Coordinator
Credits
9
Language
Italian
Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
Period
Second semester dal Feb 27, 2012 al May 25, 2012.
Learning outcomes
The aim of the module is to study in depth the enterprise communication, analysing the subject under the Marketing perspective understanding how to choose the right Communication Mix, with a particular attention to the management and control of the communication result. New marketing trends will be studied, too. The student will be enabled to have the right tools to understand the dynamics which lead to an organization communication decision, planning, management and evaluation.
Program
- Communication models. General theories of marketing communication
- The communication process
- The communication goals.
- Communication budget
- Marketing research
- Consumers/receivers studies. The FCB grid.
- Secondary external sources. Psycographic reserch.
- Communication target definition
- House agency
- brand map, cluster map, cluster brand map
- Media selection: .
- the black box model and the technical effectiveness indicators
- Communication-mix and marketing-mix
- Media Plan.
- The bullet theory.
- New stimuli from C2C: dal word-of mouth al word-of-mouse .
The textbook are:
- SIGNORI P., Visioni, percorsi e verifiche nei controlli manageriali. Applicazioni al marketing e alla comunicazione, Milano, McGraw-Hill, 2008
- BONORI V., TASSINARI G., Misurare il ritorno della pubblicità. Le 10 regole per realizzare una campagna pubblicitaria di successo e ottimizzare il ROI con la comunicazione digitale, Milano, Gruppo 24Ore, 2011 = Except chapters 2 and 6
- MERONI V., Pianificare la pubblicità. Manuale delle tecniche più avanzate di comunicazione, pianificazione pubblicitaria e verifica dei risultati, Milano, FrancoAngeli, 2003 = ONLY chapters 3-4-5
Further reading material will be provided in the e-learning at the beginning of the semester.
Author | Title | Publishing house | Year | ISBN | Notes |
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BONORI V., TASSINARI G. | Misurare il ritorno della pubblicità. Le 10 regole per realizzare una campagna pubblicitaria di successo e ottimizzare il ROI con la comunicazione digitale | Gruppo24Ore | 2011 | ESCLUSI capitoli 2 e 6 | |
Meroni V. | Pianificare la pubblicità. Manuale delle tecniche piu' avanzate di comunicazione, pianificazione pubblicitaria e verifica dei risultati (Edizione 1) | Franco Angeli | 2003 | 8846443179 | SOLO capitoli 3-4-5 (essendo il testo fuori commercio, è resa disponibile in e-learning la parte da studiare) |
Signori P. | Visioni, percorsi e verifiche nel controllo manageriale. Applicazioni al marketing e alla comunicazione. | McGraw-Hill | 2008 | 9788838666421 | Leggere e comprendere tutto, imparare benissimo capitolo 4. |
Examination Methods
written exam