30223 - COMUNICAZIONE DI MARKETING / MARKETING COMMUNICATION

L’obiettivo del corso è quello di fornire ai partecipanti un quadro di riferimento per affrontare, con un approccio manageriale, le decisioni chiave nell’ambito delle attività di comunicazione di marketing. I diversi moduli del programma sono orientati ad approfondire la conoscenza dei modelli teorici, dei metodi e delle tecniche per elaborare, a partire dalla strategia e dagli obiettivi di marketing, una strategia di comunicazione; per gestire in modo efficace e sinergico i diversi strumenti del communication mix; per controllare e misurare la performance delle iniziative sviluppate. Vengono inoltre affrontati il ruolo dei vari operatori coinvolti nella progettazione e realizzazione delle campagne di comunicazione e i trend che stanno trasformando la struttura e le dinamiche competitive del settore.

Per i Frequentanti
Prova finale scritta. L’esame consiste di domande sia aperte sia multiple choice. Non è previsto orale integrativo.

Per i Non frequentanti
Prova finale scritta L’esame consiste di domande aperte e multiple choice. Non e' previsto orale integrativo.

Per i frequentanti

• Dispensa di articoli presenti in Course reserve, Biblioteca Bocconi.

Per i non frequentanti

• P. DE PELSMACKER, M. GEUENS, J. VAN DEN BERGH, Marketing Communications: A European Perspective, Prentice Hall, 5th Edition, 2013.

A company’s success and value are determined by the perceptions of customers and other stakeholders. These perceptions are determined by a wide range of brand messages. Advertising and other marketing communication functions are one source of brand messages, however, there are many other types of brand messages that often have even greater influence on customers’ and other stakeholders’ behaviour. This course focuses on the major and most important kinds of communication tools used to create and build brands and brand relationships.

Studying marketing communication involves learning communication theory and applying it to real life situations. Moreover marketing communications (versus just studying advertising) helps to learn strategic planning by setting goals, planning programs to meet those goals and choosing between different tool allocations to conduct those programs.

Understanding communication helps to make students better consumers by understanding different communication techniques used by businesses and it can help students in their own life in their job search and in managing organizations.

• Integrated marketing communications
• Objectives
• Branding
• Advertising
• Public Relations and Sponsorships
• Point of purchase communications
• Sales Promotions and Packaging
• Media Planning
• Advertising research
• Naming

For Attending

Attending students are given a final written exam (multiple choice plus short open end questions) based on lessons, examples, exercises and the book chapters that are specified in the detailed syllabus.

In class exercises, case studies and presentations are compulsory and there are questions on these in the final written exam.

For Non Attending

Written examination (multiple choice plus short open end questions) on all chapters of the book (the exam  doesn't include cases/examples/exercises that have been presented in class).

For attending students

• P. DE PELSMACKER, M. GEUENS, J. VAN DEN BERGH, Marketing Communications: A European Perspective, Prentice Hall, 5th Edition, 2013 (only those chapters that are specified in the detailed syllabus).
• Readings, in class exercises and guest speeches (if scheduled).

If necessary handouts and/or additional reading materials will posted on the course website and/or distributed in class. 

For non attending students

• P. DE PELSMACKER, M. GEUENS, J. VAN DEN BERGH, Marketing Communications: A European Perspective, Prentice Hall, 5th Edition, 2013 (all chapters).