BRANDING AND COMMUNICATION - 2

The Branding and Communication course is divided into two strongly connected parts.
The Communication course (part 2) provides a powerful insight into the way marketing and brand communication works and should be used by companies in order to be effective.
The course presents topics concerning brand communication management from a theoretical perspective, accompanied by illustrative examples, case studies discussion, project works and manager speeches. During the course first the main communication tools will be presented, to give a comprehensive knowledge of the peculiarities of the several different way in which firms can communicate, than we will focus on how to create an effective communication plan.

The aim of the course is to develop, in relation to brand communication:
Knowledge and understanding:
● the main theories and analysis models;
● the ways of adapting companies strategies in different market contexts.
Application, learning and judgment skills:
● in defining the management tools and activities applicable in the various situations of international markets;
● in analyzing the problems that a company faces daily in a complex market context;
● in formulating and arguing hypotheses to solve problems and develop a critical approach to the evaluation of alternative hypotheses;
● in researching, collecting and selecting useful information from various sources to solve problems.
Communication skills:
● for interaction with peers and development of an appropriate shared language.

A basic marketing knowledge is required.

The main topics of the course will be:
1. introduction to integrated marketing communication
2. communication process
3. communication tools
4. strategies and planning
5. evaluation and metrics

G. E. Belch and M. A. Belch, Advertising and Promotion: an Integrated Marketing Communications Perspective, McGraw Hill, last edition

The exam will be written, with fifteen open or multiple choices questions. Questions will ascertain the knowledge of the basic concepts presented during the course, the capability to apply it to examples, and the critical understanding of such concepts. A student scores +2 marks for every correct answer and loses -0.5 marks for every wrong answer. Attending students will get +2 marks on the final grade if participating in all learning activities during the course (case study discussions).

The course will be mainly based on Lectures, with all material used during classes made available to attending students through the moodle platform.
During classroom hours there will be case studies discussion, project works and manager speeches, helpful for the application to empirical cases of theoretical concepts presented during the week's classes.
Additional readings and materials will be available to attending students on the course moodle page.

English

COVID-19 EMERGENCY
During possible Covid-19 emergency periods, there could be some changes in teaching and exam modalities for the sake of students' safety.

Exam registration
Only registered students will be allowed to take the exam. Any registration problems must be solved with the Campus Economico before the registration deadline.

Accessibility, Disability and Inclusion
Accommodation and support services for students with disabilities and students with specific learning impairments
Ca’ Foscari abides by Italian Law (Law 17/1999; Law 170/2010) regarding support services and accommodation available to students with disabilities. This includes students with
mobility, visual, hearing and other disabilities (Law 17/1999), and specific learning impairments (Law 170/2010). If you have a disability or impairment that requires accommodations (i.e., alternate testing, readers, note takers or interpreters) please contact the Disability and Accessibility Offices in Student Services: disabilita@unive.it

written

This subject deals with topics related to the macro-area "Circular economy, innovation, work" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development