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 26, 2024 al May 24, 2024.

Courses Single

Not Authorized

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

It is suggested to approach this course with marketing basics knowledge.

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 , Sustainable and Inclusion marketing
- Planning the campaing (purchasing process 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 (with some cases about ethical and sustainable content) and evaluating the campaign (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 exam includes two alternative modes of choice (A or B). In addition, developing an optional project work (C) proposed during class can accrue bonus points.
A. Traditional mode= Compulsory written exam.
- Compulsory in-person written examination to test theoretical knowledge on the entire program (5 open questions and 1 applied exercise - duration 90 minutes), graded in thirtieths. To pass the exam, it is necessary to pass the written test with at least 18/30. Examples of open questions and a mock exam will be discussed during class.
B. Applied mode= mandatory oral, with delivery and discussion of a marketing communications plan.
- Marketing plan: this is a written document of maximum 20 pages (can be developed as group work, maximum 3 members, on the CoReVe case of the Italian Marketing Society). This plan replaces the written test. The plan is to be handed in on moodle and printed for the oral exam. There are no advance evaluations of the plan.
- Mandatory individual oral presentation of the plan for theoretical-technical discussion of the analyses carried out, justifying the strategies, operational decisions and related indicators for measuring effectiveness. It is clarified that the oral is not a descriptive presentation of the decisions made, but a reasoned and motivated interview based on the knowledge gained during the course.
C. Project work for possible bonus points is optional; it consists of writing a communication plan to respond to a business challenge, with precise objectives that will be presented in class and described in moodle. The project work can be done individually or in teams.

Evaluation criteria

A. Evaluation criteria traditional mode=
-five open-ended 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 5 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. Examples of exam assignments are in moodle and will be presented in the classroom at the end of the course for final exam preparation.
B. Evaluation criteria related to application mode=.
The following evaluation criteria for the marketing plan including oral exposition assess communication, organizational, learning, application, critical, and propositional skills. Specifically:
- communicative ability (layout and structure of the plan content; oral exposition with confidence and mastery of content); organizational ability ( being able to organize with logic and coherence); learning ability (demonstrating acquisition of theoretical and technical knowledge); application ability (explaining the contents of the plan in a reasoned manner, demonstrating the ability to apply theoretical and technical knowledge to real cases/examples); critical ability (knowing how to interpret data and evaluate the limits of the various theories analyzed); propositional ability (the contents of the plan are evaluated in knowing how to suggest new ideas and solutions to the problems highlighted). The grade is individual and awarded in /30mi.
C. Project work contributes to the accrual of bonus points (0 to 3) to be added to the grade of the and is assessed if it meets the assigned delivery specifications; content must demonstrate acquisition of technical skills and application ability in compliance with the course syllabus.

Criteria for the composition of the final grade

The final grade is obtained as follows:
A. Traditional mode - written examination grade (minimum 18/30);
B. Applied mode - integrated grade of the written plan and oral presentation (minimum 18/30);
C. in both modes any bonus points related to project work (0-3) are added to the final grade.

Exam language

Italiano

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