Scientific Disciplinary Sector (SSD)
SECS-P/08 - MANAGEMENT
primo semestre magistrali dal Sep 30, 2019 al Dec 20, 2019.
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.
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.
This exam is scructured by 3 steps:
1) Written examination (five multiple choice questions and one exercise), grade in x/30 (this part is oral only during the COVID-19 crisis);
2) Project work: a marketing plan for a real company (define the case study with the Professor and deliver during the written exam), grade in x/30;
3) Oral exam (not mandatory), for additional points: max 3.
The final grade is composed by the arithmetic mean of writen exam and project work grades (both need to be minimum 18/30), plus the additional points for the oral exam.
Exam grading criteria:
- written exam: correct and complete open question answers; logic and aligned with request exercise solutions -
the oral exam will cover the entire program to check technical and thoretical knowledge;
- oral exam: project work review for those students that have regularly attended the course, and case study discussion for students that have studied on the text book only.
- marketing plan grading rubric: style (professionalism. appropriate); argument logic; extent fo casa date use; depth of thinking; thoroughness of topics covered; creativity; technical (grammar, sentence structure,...), format.
Marketing plans and written exam simulations will be available in Marketing Communications e-learning page.