Insegnamento a.a. 2007-2008

Go to class group/s: 31

CLEA (6 credits - I sem. - RR) - CLAPI (6 credits - I sem. - AI) - CLEFIN (6 credits - I sem. - AI) - CLELI (6 credits - I sem. - AI) - CLEACC (6 credits - I sem. - AI) - DES (6 credits - I sem. - AI) - CLEMIT (6 credits - I sem. - AI) - DIEM (6 credits - I sem. - AI) - CLSG (6 credits - I sem. - AI)

Course Director:
FRANCESCA GOLFETTO

Course Objectives

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. Modern marketing requires a comprehensive understanding of the sellers-buyers communication and persuasion processes. The subject matter of communication includes the planning and evaluation of communication campaigns; the management of marketing communication; decisions concerning the best communication mix (advertising, personal selling, promotion and public relations); basic communication strategies (creative strategies and media strategies); and, the design and evaluation of communication objectives.

Course Content Summary

The development of a coherent marketing communications campaign:

• The role of marketing communication in today's society.
• Assessing problems, creating opportunities and defining goals.
• Contents and targets for marketing communications.
• Branding and communication.
• The decision process in marketing communications .

Above-the-line communication:

• Message creation: styles and languages.
• Media planning: strategy, planning and buying.

Below-the-line communication tools:

• Sales promotions. Public relations and sponsorships.
• Direct marketing.
• Exhibitions and Trade Fairs.
• Point of purchase communications
• Naming, logos and packaging

The case for an international communication approach. 

Detailed Description of Assessment Methods

Attending students
Written exam based on selected book chapters, case studies and additional reading materials given in class. The course employs a balanced mix of lectures, guest speeches and in class compulsory exercises. The latter are intended to supplement the material covered in class and to provide insights into selected issues in marketing communication. To benefit from this format, it is necessary to attend all lectures and be familiar with the conceptual material provided for each session. Students should also be prepared to discuss each case and related material in class.

Non attending students
The exam consists in an oral examination on the whole content course textbook.

Textbooks

De Pelsmacker P., Beuens M., Van den Bergh J., Marketing Communications: an European Perspective, Prentice Hall FT, third edition, 2007 ISBN: 0273706934

Exam textbooks & Online Articles (check availability at the Library)

Last change 02/08/2007 14:32