75520 - Communication and Marketing

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 and digital sphere
• Information, communication and marketing: which models for social change process indicators and social change outcomes indicators; similarities and differences among for profit and non profit marketing
• Characteristics of effective social communication campaigns' strategies 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.)
• Social media marketing: the relevance of the relationships and the content management
• Corporate Social Responsibility: what challenges?

Readings/Bibliography

The following suggested readings concern students that could 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) S. Glozer, S. Hibbert, R. Caruana, "From Monologue to Dialogue: Mapping Dialogical Traditions within Co-Creation and Corporate Social Responsibility (CSR)", in ICCSR Research Paper Series, no. 65, 2013

 

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 workshops, seminars with professionals, case analysis; the opportunity of work groups will be presented in class during the first week of the course.

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 for students who attend and participate to the lessons are presented in class. They consists of one individual paper (written in English or French or Spanish, or - of course - Italian) and a workgroup. Also attending Erasmus students or other attending foreign students can follow this alternative.

Teaching tools

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

Links to further information

http://www.compass.unibo.it

Office hours

See the website of Pina Lalli