23570 - Corporate Communication

Course Unit Page

Academic Year 2018/2019

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 advertsing complement the issues that are discussed in class.

In the second module, students are asked to apply this knowldege to a concrete activity. More precisely, students are asked to develop a communication project for a real company. They are asked to analyze the company strategy, to set communication objectives, to develop the creative content and to select the right media plan.

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

- Visual identity and integrated communication
- The elaboration  likelihood model
- The copy strategy
- the communication budget
- Word of mouth and viral marketing
- Media Planning
- Consumer Promotions
- Advertising effectiveness

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


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:

Second module:

a) for students who regularly attend classes there are no readings. The evaluation is based on the group work

b) for students who do not attend classes:

an excepert of the book (from chapter 4 to chapter 11)

Misurare il ritorno della pubblicità di Vittorio Bonori e Giorgio Tassinari, Gruppo il Sole24ore

is available at “Asterisco”, Via Belle Arti 35

Teaching methods

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

Second module: Interactive class teaching, invited speakers, group work

Assessment methods

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

Second module: presentation of the group work

Assessment for students that do not attend classes : Written exam with open ended questions and few multiple choice questions

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 Viviana Masala