75520 - Communication and Marketing

Course Unit Page

  • Teacher Pina Lalli

  • Credits 8

  • SSD SPS/08

  • Teaching Mode Traditional lectures

  • Language Italian

  • Course Timetable from Sep 24, 2018 to Nov 28, 2018

Academic Year 2018/2019

Learning outcomes

Students will be introduced to: a) theorical concepts for the analysis of socio-cultural processes that influence the agenda building of social problems; b) methodological tools in order to analyze the social factors influencing the communication for change; c) methodological skills for the design of communication and marketing plans.

Course contents

  • Introduction to the management marketing process
  • The marketing analysis (segmentation, positioning, research methods, factors influencing the consumer's action, etc.)
  • The communication marketing integrated
  • Planning marketing and communication
  • Brand equity management and corporate social responsibility
  • Marketing 4.0: the challenges of te digital marketing (digital subcultures, models for understanding the consumer's "journey", content marketing etc.)


The following suggested readings concern students that can attend the lessons.

1) S. Hilgartner and C.L. Bosk, "The Rise and Fall of Social Problems", in American Journal of Sociology, vol. 94, 1988, pp. 53-78

2) M. Schudson, "How Culture Works: Perspective from Media Studies", in Theory and Society, Vol. 18, No. 2. (Mar., 1989), pp. 153-180 (limited access JSTOR by PC connected by unibo.it, or by proxy service)

3) P. Kotler, "Marketing in the Twenty-First Century, in Id., Marketing Management Millenium Edition, Boston, MA., Pearson Custom Publishing, 2002, pp. 1-18.

4) P. Kotler, "Designing and Managing Integrated Marketing Communications", in Id., Marketing Management Millenium Edition, Boston, MA., Pearson Custom Publishing, 2002, pp. 271-297.

5) D. Zwick, A. Bradshaw,"Biopolitical Marketing and the Ideology of Social Media Brand Communities", in Theory, Culture & Society, pp. 91-115, DOI: 10.1177/0263276415625333

6) K. Hallahan et al., "Defining Strategic Communication", in International Journal of Strategic Communication, I (1), 2007, pp. 3-35


Lectures alternatives suggérées pour les étudiants francophones  (French Suggested Readings for French Students): 

1) D. Cefai, «   La construction des problèmes publics. Définition de situations dans des arènes publiques », Réseaux, 14/1996 (n. 75), pp. 43-66. 

2) Miège B., «   Les industriels de la culture et de l'information à l'ère des nouveaux médias et des réseaux de diffusion », Sociologie de la communication, 1/1997, (n. 1), pp. 73-96. 

3) Thompson, J. B., «   La nouvelle visibilité », Réseaux, 2005/1, n. 129-130, pp. 59-87. 

4.  Choisir au moins l'un des outils et pistes de recherche suivants:   
La communication responsable, source de valeurs, Guide pratique, UDA 2011.  
- Communication responsable et création de valeur(s), Session-Dialogue Uda du 5 octobre 2012 entre annonceurs et parties prenantes, UDA 2013.      
Vers une consommation durable: quel nouveau rôle pour la communication commerciale?, UDA 2010.    
Comment les annonceurs peuvent mettre en place la communication marketing intégrée, Guide pratique CMI - UDA, 2011
- Arnaud A., «  Confiance et réputation: les réseaux sociaux changent la donne », La revue des marques, n. 81, janvier 2013, pp. 20-24       
5. Choisir l'un des exemples de recherche suivants
-  Donnat O., «  Les pratiques culturelles des Français à l'ère numérique », Culture études 5/ 2009 (n. 5), pp. 1-12.     
- Bonneville L. et Nahon-Serfaty I, «  Consommation de médicaments au Canada: le rôle des stratégies de communication  des industries pharmaceutique», Revue internationale communication sociale et publique, 2009, n. 2, pp. 55-76.  
- Jahnich, M.,  Etude exploratoire sur le marketing responsable, ADEME, Septembre 2013. 

Teaching methods

Lectures, interactive methods for case analysis with professionals, experimental use of the online materials

Assessment methods

Alternative forms of assessment method for Erasmus and other exchange students who attend and participate to the lessons: a paper on a case analysis based on the suggested readings and at least on the textbook on marketing (a final bibliography is needed); the case analysis will include the proposal of a marketing integrated communication plan); it can be written in French or English or Spanish, or - of course - Italian). The paper will be sent to ddc.tesinalalli@unibo.it by 15 December 2018. (For information about the structure of a paper see at the "contenuti utili" section of the teacher's web page the part concerning "struttura della tesina").

Otherwise any student can participate to the written exam, where there close and open-ednded question concerning the Italian bibliography, but you can also answer in English, French or Spanish.

Teaching tools

Slides and videos, case analysis with experts, eventually off line and online groups, readings and use of some specialized webpages of the textbook for individual or group works.

Links to further information


Office hours

See the website of Pina Lalli