Economics of Advertising

The course aims to provide students with theoretical and methodological knowledge relating to all the technical-operational tools to interpret the typical problems of advertising communication management, from the perspective of companies and organisations. The aim of the course is to provide an overall view of the advertising market, the main types of players and the evolutionary dynamics taking place in the sector. Particular attention is devoted to analysing the synergetic role of advertising communication with respect to marketing and business strategy. The course also delves into the individual aspects of defining communication strategy and media planning. In this regard, the specificities of digital versus traditional media are addressed, and the focus is on the negotiation processes that characterise the buying of advertising space. Consistent with the general objectives of the degree course in which it is included, the Advertising Economics and Techniques course aims to provide students with knowledge and competence tools to deal with the continuous transformation of the advertising market as a characteristic sector of communication.

At the end of the Advertising Economics and Techniques course, students should have developed: Knowledge and understanding of the functioning of the communication dynamics within the advertising industry; Ability to apply knowledge and understanding, also through their own personal and critical evaluation, of the technical characteristics and content of advertising communication. Autonomy of judgement, communication skills and learning ability will be developed through the autonomous and in-depth work carried out by the students, through classroom discussions and the analysis of case studies. The final examination aims to verify the expected learning outcomes in relation to the dynamics of knowledge and understanding, critical presentation of concepts, theoretical perspectives, areas of discussion and empirical research concerning the advertising market and its characteristics.