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27898 - Communications and Social Marketing (LM)

Academic Year 2011/2012

  • Docente: Pina Lalli
  • Credits: 12
  • SSD: SPS/08
  • Language: Italian
  • Teaching Mode: Traditional lectures
  • Campus: Bologna
  • Corso: Second cycle degree programme (LM) in Public and Social Communication Sciences (cod. 0974)

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 and realize social communication and social marketing plans.




Course contents

  • Social arenas and public sphere in contemporary societies
  • Information and communication for change: which models for social change process indicators and social change outcomes indicators
  • Characteristics of effective social communication campaigns and overview on social marketing tools (an integrated model for marketing mix and social communication; marketing and advocacy for social problems; ethics and social marketing; planning and strategy development; assessing effectiveness, etc.).

Readings/Bibliography

12 CFU syllabus:

  1. L. Boltanski, Lo spettacolo del dolore, Milano, Raffaello Cortina editore, 2000 (capitoli  4, 5, 6 e 7)
  2. S. Hilgartner and C.L. Bosk, The Rise and Fall of Social Problems, in "American Journal of Sociology", vol. 94, 1988, pp. 53-78
  3. R.C. Lefebvre,  Theories and Models in Social Marketing, in P.N. Bloom and G.T. Gundlach (eds.), Handbook of Marketing and Society, Newbury Park, CA., Sage, 2000. 
  4. C. Ollivier-Yaniv, La "comunicazione pubblica" tra propaganda e ideale democratico: questioni etiche (trad. it.  cap. 7 in French, in G. Gardini e P. Lalli (a cura di), Per un'etica dell'informazione e della comunicazione, Milano, Franco Angeli, 2009, pp. 156-168)
  5. Secondo rapporto sulla comunicazione sociale in Italia, a cura di E. Cucco, R. Pagani e M. Pasquali, Roma, Carocci, 2011

9 CFU syllabus:

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.  A. Swidler, Culture in Action: Symbols and Strategies, in "American Sociological Review", Vol. 51, No. 2. (Apr., 1986), pp. 273-286  (Portale Biblioteche Unibo at the following JSTOR address)
3.  Secondo rapporto sulla comunicazione sociale in Italia, a cura di E. Cucco, R. Pagani e M. Pasquali, Roma, Carocci, 2011
      OR:
3. W. Griswold, Sociologia della cultura, Bologna, Il Mulino, 2005

Teaching methods

Lectures, interactive on line workshops, seminars with professionals, case analysis

Assessment methods

Assessment of interactive on line participation to the workshops and final written assessment about some recommended readings list.
For the students who could not participate to the on line workshops: written assessment concerning the recommended reading list.  

Teaching tools

Power Point slides and videos, case analysis with other experts, online workshops,  readings and use of some specialized webpages, such as http://www.comminit.com and collaboration with the marketingsociale.net  (see also "Link" for social communication  at master's site)

Links to further information

http://www.compass.unibo.it

Office hours

See the website of Pina Lalli