23570 - Corporate Communication

Learning outcomes

The course provides a comprehensive overview of advertising and promotion. It creates a clear understanding of traditional advertising and promotional tools, and shows how other key elements within the marketing communications mix ( e.g., advertising, direct marketing, promotion and the Internet) can be integrated.

Course contents

The course is divided in two modules. In the first module, students are instructed about the relevant theories and the tools that are useful to develop an effective communication and advertising plan. Example about real offline and online advertising complement the issues that are discussed in class.

 At at general level, the course deal with the following topics:

- Communication objectives
- The elaboration likelihood model
- The copy strategy
- The communication budget
- Media Planning
- Communication for Customer Engagement
- Communication on Social Media

- Advertising effectiveness

 

The second module (held by Federica Caboni) focuses on understanding the theoretical foundations of digital communication with particular reference to the communication based on immersive technologies. A specific role will be dedicated to social media and methods of measuring digital communication. Particular space will be dedicated to the study, understanding and application of the sentiment analysis, which will be the core of the work to be carried out in groups (max five people).

The Teaching Assistant for this course is Ms. Marina Berton - marina.berton@unibo.it

 

Classes are held during the months of September - October (first module) and November- December (second module)

Readings/Bibliography

First module:

Collection of selected readings extracted from italian and english textbooks available at "Asterisco" Via Belle Arti 35 (next to the Bigiavi library) from Sept. 15th
Looking for the street? Go to:
http://www.unibo.it/CMSUniboWeb/UniboMappe/

Second module:

 

- The slides of the lessons will be available to students, necessary and instrumental to have a complete vision of the program.
- Scientific articles will be indicated for the part concerning communication and immersive technologies and gamification.
- Ceron, A., Curini, L., & Iacus, S. M. (2014). Social Media e Sentiment Analysis: L'evoluzione dei fenomeni sociali attraverso la Rete (Vol. 9). Springer Science & Business Media.

 

Teaching methods

First module: Interactive class teaching, videos, short case studies

Second module: Interactive class teaching, slides that are made available to students, group work

Assessment methods

The assessment aims to ascertain two aspects of learning:

1) knowledge of concepts, theories and techniques of communication

2) the ability to apply this knowledge to a real context.

To assess the first aspect, the test consists of a written exam with open questions.

To assess the second aspect, the test involves the preparation and presentation of the group work.

First module: Written exam with open ended questions and few multiple choice questions

Second module

For those who carry out group work: the notions learned during the course will have to be applied with particular reference to sentiment analysis. Each group will be free to choose a specific case study to apply the methodology. Furthermore, to ascertain the knowledge of the theoretical concepts discussed in class and their application, attending students must take a written exam with 3 open questions on the text in the bibliography. This exam involves three questions (of reasoning) to be answered demonstrating knowledge of concepts and the ability to reason and apply these concepts personally.
The overall grade is the arithmetic average of the results of the two checks

For those who take the total exam or the exam for non-attending students: Written exam with 5 open-ended questions each of 6 points each. The questions focus on the text indicated in the bibliography and require:
- knowledge of the text
- individual reasoning on the concepts of the text


 

 

The overall grade is the arithmetic average of the results of the two checks.

The test assessment grid will be as follows:

· <18 insufficient

· 18-23 sufficient

· 24-27 average/good

· 28-30 very good

· 30 cum laude excellent/outstanding

Teaching tools

Case studies, examples form the business press and participants' consumption experiences

Office hours

See the website of Chiara Orsingher

See the website of Federica Caboni