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Insegnamento a.a. 2018-2019


Dipartimento di Marketing / Department of Marketing

Per la lingua del corso verificare le informazioni sulle classi/
For the instruction language of the course see class group/s below

Vai alle classi / Go to class group/s: 24

WBB (6 cfu - I sem. - OB  |  SECS-P/08)
Docente responsabile dell'insegnamento / Course Director:

Classes: 24 (I sem.)

Class group/s taught in English

Lezioni della classe erogate in presenza

Mission & Content Summary

This is an exciting time for Marketing Communications! It seems that the world of communication is changing almost daily: many have declared the death of the 30 second television spot; marketers are constantly searching for new ways to communicate with consumers and the number of new media channels that they face keeps on growing. So, do we need to throw away the old text books on marketing communications and start from scratch? Well, yes and no. This course is designed to introduce you to the field of marketing communications and aims to increase your understanding of important issues in planning and evaluating marketing communications strategies and executions. By the end of this course, students should not only be familiar with a large body of marketing communication and advertising knowledge, but should also be able to apply this information to create and evaluate effective communication strategies and tactics.


The course covers the main following topics:

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

Intended Learning Outcomes (ILO)
At the end of the course student will be able to...
  • Discern the complexities involved in creating and managing an integrated communication strategy.
  • Learn about the different available communication instruments that a company can choose from and describe their characteristics.
  • Understand how to plan and  implement a communication campaign.
At the end of the course student will be able to...
  • Recognize different communication tools and correctly identify their strategic role for a company (e.g. match company communication goal with the relevant communication tool).
  • Gain a broader and comprehensive understanding of marketing communication with an international perspective.
  • Know how to evaluate results and achievable outcomes.

Teaching methods
  • Face-to-face lectures
  • Guest speaker's talks (in class or in distance)
  • Case studies /Incidents (traditional, online)
  • Group assignments
  • Interactive class activities (role playing, business game, simulation, online forum, instant polls)
  • Guest speaker's talks are used to provide a hand's on/professional perspective on the course topics.
  • Case studies  are used as a learning by doing tool and are discussed in class only and carried out as group assignments.
  • Interactive class activities include class discussions on short incidents and marketing communication examples and a few instant polls that provide a gamification involvement with the course topics.

Assessment methods
  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
  •     x
  • Individual assignment (report, exercise, presentation, project work etc.)
  •     x
  • Group assignment (report, exercise, presentation, project work etc.)
  • x    

    With the purpose of measuring the acquisition of the above-mentioned learning outcomes, the students’ assessment is based on three main components:

    1. Individual written final exam consisting of multiple choice and short open questions aimed to assess students’ understanding of the concepts illustrated during the course. The exam includes short open end questions and multiple choice questions. There is no oral integration.

    2. In class exercises: taking part in the class group assignments benefit participants with a 0,5 points extra on their exam grade.
    3. Individual powerpoint work. A further 1 point extra bonus are given to those students that by the end of the course submit an individual assignment on communication goals, insights or creative appeals.

    Students’ assessment is based on a written exam (one final written exam with the same structure and length of the one applied to attending students).

    Teaching materials
    • P. DE PELSMACKER, M. GEUENS, J. VAN DEN BERGH, Marketing Communications: A European Perspective, Prentice Hall, 2018, 6th Edition (selected chapters only).
    • Course lesson Slides.
    • P. DE PELSMACKER, M. GEUENS, J. VAN DEN BERGH, Marketing Communications: A European Perspective, Prentice Hall, 2018, 6th Edition(all chapters).
    Last change 03/06/2018 08:19