ECTS - University of Pisa
| Modules | Area | Type | Hours | Teacher(s) | |
| COMUNICAZIONE DI MARKETING | SECS-P/08 | LEZIONI | 42 |
|
Expected learning outcomes are related to professional tools and competences in the field of marketing communication. The student who successfully completes the course will improve his or her knowledge of how the main marketing communication tools (e.g. advertising, promotion, web marketing, etc.) work. Importantly, he or she will know and be able to use both traditional (e.g. advertising and promotion) and innovative (e.g. guerrilla marketing and tribal marketing) instruments of marketing communication.
Expected learning outcomes are related to professional tools and competences in the field of marketing communication. The student who successfully completes the course will improve his or her knowledge of how the main marketing communication tools (e.g. advertising, promotion, web marketing, etc.) work. Importantly, he or she will know and be able to use both traditional (e.g. advertising and promotion) and innovative (e.g. guerrilla marketing and tribal marketing) instruments of marketing communication.
Expected learning outcomes are related to professional tools and competences in the field of marketing communication. The student who successfully completes the course will improve his or her knowledge of how the main marketing communication tools (e.g. advertising, promotion, web marketing, etc.) work. Importantly, he or she will know and be able to use both traditional (e.g. advertising and promotion) and innovative (e.g. guerrilla marketing and tribal marketing) instruments of marketing communication.
The student will be assessed on his/her demonstrated ability to discuss the main course contents using the appropriate terminology. During the oral exam the student must be able to demonstrate his/her knowledge of the course material and be able to discuss the reading matter thoughtfully and with propriety of expression.
Methods:
The student will be assessed on his/her demonstrated ability to discuss the main course contents using the appropriate terminology. During the oral exam the student must be able to demonstrate his/her knowledge of the course material and be able to discuss the reading matter thoughtfully and with propriety of expression.
Methods:
The student will be assessed on his/her demonstrated ability to discuss the main course contents using the appropriate terminology. During the oral exam the student must be able to demonstrate his/her knowledge of the course material and be able to discuss the reading matter thoughtfully and with propriety of expression.
Methods:
Delivery: face to face
Learning activities:
Attendance: Not mandatory
Teaching methods:
Delivery: face to face
Attendance: Not mandatory
Learning activities:
Teaching methods:
Delivery: face to face
Attendance: Not mandatory
Learning activities:
Teaching methods:
The course provides basic elements in marketing communication. It looks at the government of communication within the corporate, from a theoretical, operational, and technical points of view. Particular attention is given to brand management and the complex of instruments and tools which constitute the communication mix (e.g. advertising, promotion, public relation, web marketing, direct marketing, viral marketing, etc.). Finally, the research, planning, organization, and control activities for business communication are examined.
The course provides basic elements in marketing communication. It looks at the government of communication within the corporate, from a theoretical, operational, and technical points of view. Particular attention is given to brand management and the complex of instruments and tools which constitute the communication mix (e.g. advertising, promotion, public relation, web marketing, direct marketing, viral marketing, etc.). Finally, the research, planning, organization, and control activities for business communication are examined.
The course provides basic elements in marketing communication. It looks at the government of communication within the corporate, from a theoretical, operational, and technical points of view. Particular attention is given to brand management and the complex of instruments and tools which constitute the communication mix (e.g. advertising, promotion, public relation, web marketing, direct marketing, viral marketing, etc.). Finally, the research, planning, organization, and control activities for business communication are examined.
Recommended reading includes the following works: Pastore A., Vernuccio M. (2008) Impresa e comunicazione. Principi e strumenti per il management, Apogeo (capp. 1, 2, 11-15, 22, 24, 25) Gabrielli V. (2014) Brand communication, Il Mulino (da fare tutto, esclusi i paragrafi 6, 7, 10, 11 e 12 del capitolo 6) Peretti P. (2011) Marketing digitale. Scenari, strategie, strumenti, Apogeo (capp. 1-6)
Recommended reading includes the following works: Pastore A., Vernuccio M. (2008) Impresa e comunicazione. Principi e strumenti per il management, Apogeo (capp. 1, 2, 11-15, 22, 24, 25) Gabrielli V. (2014) Brand communication, Il Mulino (da fare tutto, esclusi i paragrafi 6, 7, 10, 11 e 12 del capitolo 6) Peretti P. (2011) Marketing digitale. Scenari, strategie, strumenti, Apogeo (capp. 1-6)
Recommended reading includes the following works: Pastore A., Vernuccio M. (2008) Impresa e comunicazione. Principi e strumenti per il management, Apogeo (capp. 1, 2, 11-15, 22, 24, 25) Gabrielli V. (2014) Brand communication, Il Mulino (da fare tutto, esclusi i paragrafi 6, 7, 10, 11 e 12 del capitolo 6) Peretti P. (2011) Marketing digitale. Scenari, strategie, strumenti, Apogeo (capp. 1-6)
Yes
Yes
Yes
