BRANDING AND COMMUNICATION - 2

The branding and communication (II) course provides a powerful insight into the way marketing and brand communication works and should be used by companies in order to be effective. 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 this course is developing knowledge about:
1) the marketing communication funcion and how it is growing and evolving
2) how defining communication objectives and setting promotional budget
3) differences among communication tools (Advertising, Sales Promotions, Public Relations, Sponsorships) and their ability to accomplish different goals
4) communication assessment

A basic marketing knowledge is required

The main topics of the course will be:
- an introduction to Integrated marketing communication
- the process of communication
- communication tools
- strategies and planning
- evaluation and metrics

Belch and Belch, Advertising and Promotion, McGraw Hill, last edition

For attending students:
Written exam, to verify the knowledge about communication issues, Experior project work to test the ability of applying concepts to a real situation, and class discussions to understand the ability of summarizing topics and to inferring from real situation analysis discussed in class.

For non attending students:
Written exam to verify the knowledge about communication issues and oral exam to judge the ability of summarizing topics and to inferring from real situation analysis proposed by professor during the exam.

DUE TO COVID 19 SITUATION EXAM WILL BE WRITTEN FOR ATTENDING AS WELL AS NON ATTENDING STUDENTS. PLEASE LOOK AT THE NEWS ON THE MOODLE PAGE TO FIND MORE INFORMATION

Professors will use:
a) lecture-style presentation;
b) class activities aim at putting into practice theoric approaches presenting during lectures. Small groups of students
must discuss, analyze and present to the class the results achieved
c) Project work based on Experior Project program of Department of Management. Real firms will ask student to help them to solve a specific communication probelm. This project will help student applying communication tools on the field.

Inglese

scritto