90840 - 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 Teaching Assistant for this module is Ms. Marina Berton - marina.berton@unibo.it

 

In the second module (by Riccardo Pirazzoli), the focus will be on understanding the theoretical foundations of digital communication. Particular attention will be devoted to social media and to methods of measuring digital communication. A specific emphasis will be placed on the study, understanding, and application of KPI analysis.

Topics covered:

Digital communication: concepts, definitions, and positioning

Methods and strategies of digital communication: funnel models and data interpretation

Digital communication and social media

Methods of measuring digital communication: vanity metrics, benchmark metrics

KPI analysis: theory and practice (examples), identifying relevant KPIs, and using them to design strategies

How to design a digital communication plan (funnel)

 

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:

Kate Eichhorn, Content. L’industria culturale nell’era digitale, Piccola Biblioteca Einaudi – Mappe

Maria Pia Pozzato, Semiotica del testo, Carocci Editore (only the first six chapters on Greimas)

Alessandra Maggio, Visioni future di digital marketing, Flaccovio Editore

Jessica Piccaia, Social Media Marketing. Strategy, plan, audit, Flaccovio Editore

 

Teaching methods

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

Second module: Interactive lectures with slides (available to students), practical examples, and 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 these aspects, the test consists of a written exam with open and multiple choice questions.

 

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

Second module

For attending students (group work):

Students will be required to apply the concepts learned during the course by designing a funnel, with particular emphasis on KPI analysis and positioning. Each group will be free to select a specific case study to which the methodology will be applied. In addition, to demonstrate understanding of the theoretical concepts discussed in class and their application, the project must include clear references to the assigned readings.

For non-attending students (individual work):

Students will be required to apply the concepts learned during the course by designing a funnel, with particular emphasis on KPI analysis and positioning. Each non-attending student must contact the instructor, who will assign a specific case study on which the methodology should be applied. In addition, to demonstrate understanding of the theoretical concepts discussed in class and their application, the project must include clear references to the assigned readings.

In both cases, on the exam date, the project (either group or individual) must be sent to the teacher, without having to go to a classroom in person.

Evaluation criteria will include:

Knowledge of the assigned readings

Independent reasoning on the concepts discussed in class: ability to design multilayered positioning, creativity in funnel development, correct data analysis (collected and categorized appropriately), and the ability to build a strategy grounded in this data

 

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 Riccardo Pirazzoli