Teaching code

4S003250

Teacher

Paola Signori

Coordinatore

Paola Signori

Credits

9

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Language

Italian

Period

primo semestre magistrali dal Sep 30, 2019 al Dec 20, 2019.

Lessons timetable Moodle Seminars

Learning outcomes

This Marketing Communications course is focused on theoretical and technical fundamentals of communications for business, aligned with a marketing approach. In particular, students will understand how to analyze markets and competitors in order to create a marketing strategy, and then define the right marketing mix and its metrics for the control. New marketing and communication trends will be discussed through case studies. During this course, students will be asked to apply with creativity these tendencies and techniques, in order to create a professional marketing and communicaiton plan.

Program

This marketing and communications course needs a basic knowledge on marketing concepts (analytical, strategical and operational). The programme offers theoretical and technical knowledge to help students in preparing professional communicatons plans. In details, the course will cover the following parts:
- Course introduction. Review of marketing fundamentals. General theories of marketing communication.
- The communication process and its monitoring (five Ws model and nine control areas). Defining communication goals, aligned to marketing strategies.
- Communication models towards the Integrated Marketing Communication framework
- Planning the campaing (consumer behavior analysis, FCB Grid. Kvaerk maps, market segmentation and profilation, marketing mix, determinants of campaign strategy. IMC planning, Planning media strategy - black box, John Christie, Bertier Marc- and disseminating the message. Creative strategy and the creative process. Brand Mapping, cluster mapping, cluster brand map. The budget.)
- Executing and evaluating the campaign (Creative execution: art and copy. Print, electronic and digital media production. Social Media. Out-of-Home, exhibitive and supplementary media.)
- Marketing Plan Outline. Building an effective marketing and communication plan. Case studies.

Action Learning and experiental learning method will be applied during this course, and as such there will be a mix of frontal lessons, small and large group discussions, case study analysis, seminars, company visits and guest speakers.

Teaching materials will be available online at the elearning course section.
Additional suggested readings: Foundations of Marketing (2019), Fahy and Jobber, McGrah-Hill; Contemporary advertising (2019), Arens e Weigold, McGraw-Hill.

Examination Methods