27898 - Communications and Social Marketing (LM)

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 skills in order to analyze, design and realize communication and marketing plans.

Course contents

• The communicative arenas in the contemporary public sphere
• Information, communication and marketing: which models for social change process indicators and social change outcomes indicators
• Characteristics of effective social communication campaigns and overview on marketing tools (an integrated model for marketing mix ; marketing and advocacy; ethics, communication, marketing, new social labeling and social corporate responsibility in international markets challenges;  planning and strategy development; assessing effectiveness, etc.)

Readings/Bibliography

-   S. Hilgartner and C.L. Bosk, "The Rise and Fall of Social Problems", in American Journal of Sociology, vol. 94, 1988, pp. 53-78     -    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)      - A. Swidler, " Culture in Action: Symbols and Strategies", American Sociological Review, Vol. 51, No. 2 (Apr., 1986), pp. 273-286 (JSTOR acces: v. supra)  P. Kotler, "Marketing in the Twenty-First Century, in Id., Marketing Management Millenium Edition, Boston, MA., Pearson Custom Publishing, 2002, pp. 1-18.   - P. Kotler, "Designing and Managing Integrated Marketing Communications", in Id., Marketing Management Millenium Edition, Boston, MA., Pearson Custom Publishing, 2002, pp. 271-297.  

Other courses (Comunicazione e marketing sociale and Sociologia dei processi culturali e comunicativi):      -   L. Boltanski,   The Legitimacy of Humanitarian Actions and their Media Representations: The Case of France, in "Ethical Perspectives",  7 (2000) 1, pp. 3-16
- S. Hilgartner and C.L. Bosk, "The Rise and Fall of Social Problems", in American Journal of Sociology, vol. 94, 1988, pp. 53-78   -  P. Lalli, L'esperienza di una minoranza attiva: aspetti culturali e comunicativi, in I Laboratori di Piazza Grande tra lavoro e intervento sociale, a cura di A. Martelli, M. T. Tagliaventi e P. Zurla, Milano, Angeli, 1999, pp.  123-151 (English version)
-   M. Schudson,   "How Culture Works: Perspective from Media Studies", in Theory and Society, Vol. 18, No. 2. (Mar., 1989), pp. 153-180 (accesso JSTOR attraverso Portale Biblioteche Unibo o servizio proxy)   - A. Swidler, " Culture in Action: Symbols and Strategies", American Sociological Review, Vol. 51, No. 2 (Apr., 1986), pp. 273-286 ((accesso JSTOR attraverso Portale Biblioteche Unibo o servizio proxy)

Lectures alternatives suggérées pour les étudiants francophones  (French Suggested Readings for French Students): 
1.  Le cadre socio-culturel:       - D. Cefai, «   La construction des problèmes publics. Définition de situations dans des arènes publiques », Réseaux, 14/1996 (n. 75), pp. 43-66.     - 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.    - Thompson, J. B., «   La nouvelle visibilité », Réseaux, 2005/1, n. 129-130, pp. 59-87. 
2.  Outils et pistes de recherche sur communication - marketing responsable et sur les réseaux sociaux:    -  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       
3. Exemples de recherche:  -  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 workshops, seminars with professionals, case analysis. A supplementary 10 hours workshop (on Tuesday from 7th October to 4th November) with the visiting professor of Strategy, Robert H. Desmarteau, will be proposed on the crucial issue of trust in the strategy of organization.

Assessment methods

Written assessment (open-ended questions on the recommended reading lists, aiming at verifying the right and critical understanding).  Foreign students can write for answering in one of the following languages: Italian, English, French, Spanish.
Alternative forms of assessment method (i.e. papers and groupe analysis) for students who may participate to the lessons are discussed in class during the course in the first semester.  Also attending Erasmus students or other attending foreign students can agree with the teacher this specific alternative.

Teaching tools

Slides and videos, case analysis with experts, on line working group,  readings and use of some specialized webpages for group works. One integrative section (10 hours from Tuesday 7th October until Tuesday 4th November) is proposed in English on "Strategy and management", by the visiting professor prof. Robert Desmarteau (Uqam di Montréal). Interested students can find his teaching slides and his suggested readings here (updated step by step until 4th November).

Links to further information

http://www.compass.unibo.it

Office hours

See the website of Pina Lalli