Advertising and Integrated Communication
A.Y. 2024/2025
Learning objectives
- Understanding of the advertising agencies' environment, organization and working processes.
- Development of analytical skills in reading and analyzing advertising message
- Acquisition of the necessary knowledge and skills for developing multichannel communication plans.
- Introduction to digital and social marketing.
- Development of analytical skills in reading and analyzing advertising message
- Acquisition of the necessary knowledge and skills for developing multichannel communication plans.
- Introduction to digital and social marketing.
Expected learning outcomes
Thanks to an hands-on approach based on in-class exercises, discussions and industry professionals interventions, the course aims to give students the opportunity of developing a full communication project, which may also be useful in their future profession of communicators.
Lesson period: Third trimester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
Third trimester
Course syllabus
- Definitions, framework, history
- Communication and storytelling
- Creating communication ideas
- Branding
- TOV
- Traditional communication
- Commercials and videos
- Digital and social media
- Experiential marketing
- Unconventional communication
- Concept and insight
- Developing a communication strategy
- Communication and storytelling
- Creating communication ideas
- Branding
- TOV
- Traditional communication
- Commercials and videos
- Digital and social media
- Experiential marketing
- Unconventional communication
- Concept and insight
- Developing a communication strategy
Prerequisites for admission
The course addresses the topic from a professional's perspective, offering both theoretical and practical knowledge of the concepts and aspects covered. It explores, investigates, and delves into the elements and languages that make up advertising and integrated communication.
To enable a deep understanding of the various components that characterize advertising and integrated communication, the course adopts a concrete and realistic methodology. The teaching approach includes practical exercises, group work, and interactive discussions, enriched by testimonials from industry experts. These elements allow for further exploration of both theoretical and practical aspects through direct experiences.
To enable a deep understanding of the various components that characterize advertising and integrated communication, the course adopts a concrete and realistic methodology. The teaching approach includes practical exercises, group work, and interactive discussions, enriched by testimonials from industry experts. These elements allow for further exploration of both theoretical and practical aspects through direct experiences.
Teaching methods
- Lectures
- Practical exercises
- Guest speakers
- Final group project
- Practical exercises
- Guest speakers
- Final group project
Teaching Resources
Alberto Chiapponi, La comunicazione integrata di marketing, Egea, 2024
Annamaria Testa, La parola Immaginata, Nuova ediz., Il Saggiatore, 2024
Course slides
Annamaria Testa, La parola Immaginata, Nuova ediz., Il Saggiatore, 2024
Course slides
Assessment methods and Criteria
For attending students (80% of the lessons), the exam will consist of developing a project to be carried out in groups.
The brief for the exam project will be provided during the second part of the course, with a final presentation during the last lessons.
For non-attending students, the exam will be a written test based on the program's texts and the analysis of a campaign specified during the exam.
The brief for the exam project will be provided during the second part of the course, with a final presentation during the last lessons.
For non-attending students, the exam will be a written test based on the program's texts and the analysis of a campaign specified during the exam.
SPS/08 - SOCIOLOGY OF CULTURE AND COMMUNICATION - University credits: 9
Lessons: 60 hours
Professor:
Deninotti Danilo
Professor(s)