30223 - COMUNICAZIONE DI MARKETING / MARKETING COMMUNICATION
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
Class group/s taught in English
Lezioni della classe erogate in presenza
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.
- Branding and naming.
- Public Relations and Sponsorships.
- Point of purchase communications.
- Sales Promotions and Packaging.
- Media Planning.
- Advertising research.
- 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.
- 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.
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Case studies /Incidents (traditional, online)
- Group assignments
- 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.
|Continuous assessment||Partial exams||General exam|
With the purpose of measuring the acquisition of the above-mentioned learning outcomes, the students’ assessment is based on three main components:
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.
- In class exercises: taking part in the class group assignments benefit participants with a 0,5 points extra on their exam grade.
- 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 (open end and multiple choice questions) only based on the book contents.
- 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).