75520 - Communication and Marketing

Learning outcomes

At the end of the course the student: - acquires useful skills to understand and analyze the different theoretical approaches to communication; - is able to apply models and tools aimed to managing media communication in the context of convergent culture (storytelling, branding ..); - acquires methodological skills to analyze and develop communication and marketing actions in the cultural sphere.

Course contents

The course is divided into three parts. The first part will explore some aspects of media communication, necessary to understand the functioning and organization of some specific strategies related to storytelling and brand communication in the digital environment. In particular, we study:

• the context of convergence culture
• the building of relationships / conversations / contacts between production system and public-consumers
• transmedia narratives.

In the second part of the course the study of the brand and its functions will be examined, both from the point of view of communication and marketing, considering:

• the brand value
• the relationship between brand and product (s)
• brand identity

The third part of the course will be dedicated to deepening the study of media promotion using representative examples.

Readings/Bibliography

F. Ciammella, G. Ciofalo, S. Leonzi, «“It’s a trap”. Transmedia Screen-Storytelling: dall’esperienza immersiva all’interattività partecipativa», in H-ermes. Journal of Communication, 2019. (Online: http://siba-ese.unisalento.it/index.php/h-ermes/article/view/21378/18078)

V. Gabrielli, Brand Communication, Il Mulino, 2014 (only chapter 1)

P. Grainge e C. Johnson, Industrie della Promozione e Schermi Digitali, Minimum Fax, 2018 (introduction and chapters 1, 2, 3, 4)

A. Mascio, “‘Mad Men’ fra fiction e fashion”, in C. Bisoni e V. Innocenti (a cura di), Media Mutations. Gli ecosistemi narrativi nello scenario mediale contemporaneo. Spazi, modelli, usi sociali, 2013.

M. Masini, J. Pasquini e G. Segreto, Marketing e Comunicazione, Hoepli, 2017 (chapters: 3, 4, 5, 6, 7 ending to pag.139, 8, 14, 15, 17).

 

As readings:

M. Deuze, «Participation, Remediation, Bricolage: Considering Principal Components of a Digital Culture», in The Information Society, 2006. (Online: https://www-tandfonline-com.ezproxy.unibo.it/doi/full/10.1080/01972240600567170)

H. Jenkins, M. Deuze (2008) "Convergence Culture", inConvergence, The International Journal of Research into New Media Technologies, [https://journals.sagepub.com/doi/10.1177/1354856507084415].

Teaching methods

The lectures of the course will be accompanied by the meeting of one or more speeches by representative witnesses.

Office hours

See the website of Antonella Mascio