Teaching code

4S003250

Academic staff

Paola Signori, Massimo Melchiori

Coordinator

Paola Signori

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

Secondo semestre (lauree magistrali) dal Feb 20, 2023 al May 19, 2023.

Location

VERONA

Lessons timetable Moodle Seminars 0

Learning objectives

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 communication 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 communication plan.

Prerequisites and basic notions

This teaching, as it does not address the basic concepts of marketing, requires a minimum of background on marketing fundamentals.

Program

This marketing and communications course needs a basic knowledge on marketing concepts (analytical, strategical and marketing mix). The program offers theoretical and technical knowledge to help students in preparing professional communication plans. In details, the course will cover the following parts:
- Course introduction, from marketing strategy to 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 journey 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. Brand Mapping, cluster mapping, cluster brand map. The budget.)
- Executing and evaluating the campaign (Multiple touchpoints, customer experience and communication mix.)
- Marketing Plan Outline. Building an effective marketing and communication plan. Case studies.

Bibliography

Didactic methods

The teaching methods involve face-to-face lectures, with assignment of quick exercises or cases to be analyzed individually or in small groups, with subsequent plenary discussion. Lectures may be video-recorded, however, it is warned that the classroom interaction part remains poorly usable by distance learners. Moreover, moodle exercises are assigned for some topics. A course Telegram group is also provided for challenges and exercises to be conducted on that platform at a distance. All study materials are available in moodle, which will always be updated throughout the course.

Learning assessment procedures

The examination is written (compulsory) and oral (optional), and is the same for attending and nonattending students.
1) Compulsory in-person written test of theoretical knowledge on the entire program (five open questions and one applied exercise - duration 90 minutes), grade in thirtieths. To pass the exam, it is necessary a minimum grade of 18/30.
2) Optional oral presentation for testing reasoning and communication problem-solving skills (0-2 points).
3) bonus points can be obtained delivering project works, following related guidelines and deadlines.

Evaluation criteria

1. Evaluation criteria of the written test:
- five open questions= the correctness of the answers in terms of theoretical and technical competence is evaluated, as well as the ability to discuss the topic in an applied way and propose correct examples. Each answer is worth up to 5 points. Total question section: 25 points.
- applied exercise= worth 05 points; the exercise will require some attention points to be answered, applied ability and the ability to find suitable solutions to the proposed problem are evaluated.
2. Evaluation criteria of optional oral exposition - up to 2 points - will take into account the communicative, organizational, learning, applied, critical, propositional skills. Specifically: communicative ability; organizational ability (being able to organize with logic and coherence the exposition of content; learning ability (demonstrating acquisition of theoretical knowledge and techniques of MC); application ability (being able to apply theoretical knowledge and techniques of MC to proposed real cases/examples); critical ability (being able to interpret data and evaluate the limits of the different theories analyzed); propositional ability (being able to suggest new solutions to the problems highlighted).

Criteria for the composition of the final grade

The final grade is obtained by adding to the written exam grade (minimum 18), up to 2 point for the optional oral exam, and any bonuses obtained from the project works (up to three points).

Exam language

Italiano