The aim of the course is to introduce students to theoretical models, methods and techniques of business communication activities, with a particular focus on marketing communication. Starting from the strategy and the marketing objectives, the students will be able to create a business communication strategy in an integrated perspective, using all the communication mix tools (with a focus on digital communication), and will be able to monitor and measure the performance of the developed initiatives.
There will be offered hints about different areas of business communication such as Institutional Communication, Organizational Communication and Economic-Financial Communication.
The course will also deal with various issues related to Branding, its development and its management over time and space. A particular attention will be given to the new phenomenon called "Brand Journalism" or "Brand Storytelling" which is leading companies to a communication focused on news and stories about the product and the brand, rather than on its characteristics. Students will then be able to create a story around a particular product or brand.
The course will be divided into two parts, a theoretical part and a practical part, including exercises and Project Works, which will lead the students attending to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works.
There will be offered hints about different areas of business communication such as Institutional Communication, Organizational Communication and Economic-Financial Communication.
The course will also deal with various issues related to Branding, its development and its management over time and space. A particular attention will be given to the new phenomenon called "Brand Journalism" or "Brand Storytelling" which is leading companies to a communication focused on news and stories about the product and the brand, rather than on its characteristics. Students will then be able to create a story around a particular product or brand.
The course will be divided into two parts, a theoretical part and a practical part, including exercises and Project Works, which will lead the students attending to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works.
Curriculum
teacher profile teaching materials
I Module
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Customer centricity and relationship marketing
• Where it is communicated: the importance of the omnichannel
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
II Module:
The second part of the course will be entirely dedicated to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-9-10-18-19-20-21-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. (Cap. 2-3).
θ Slide e materiali fornite durante il corso
Non- Attending students:
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-20-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. Tutto.
θ Slide e materiali inseriti online
Programme
The course will be divided into two modules which will address the following topics:I Module
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Customer centricity and relationship marketing
• Where it is communicated: the importance of the omnichannel
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
II Module:
The second part of the course will be entirely dedicated to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
Core Documentation
Attending students:θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-9-10-18-19-20-21-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. (Cap. 2-3).
θ Slide e materiali fornite durante il corso
Non- Attending students:
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-20-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. Tutto.
θ Slide e materiali inseriti online
Type of delivery of the course
The course will consist of lectures, case studies, exercises (group and individual), which will lead the students attending to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works. Attendance to the course is strongly recommended.Type of evaluation
The exam will be written, with open-ended questions for students attending and not attending. For attending students, the grade obtained in the written exam is added to the average score of the results achieved in the two project works carried out during the lesson period and presented in the classroom (max 4 points). teacher profile teaching materials
I Module
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Customer centricity and relationship marketing
• Where it is communicated: the importance of the omnichannel
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
II Module:
The second part of the course will be entirely dedicated to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-9-10-18-19-20-21-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. (Cap. 2-3).
θ Slide e materiali fornite durante il corso
Non- Attending students:
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-20-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. Tutto.
θ Slide e materiali inseriti online
Mutuazione: 21210164 COMUNICAZIONE D'IMPRESA in Economia e Management LM-77 PRINCIPATO LUDOVICA
Programme
The course will be divided into two modules which will address the following topics:I Module
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Customer centricity and relationship marketing
• Where it is communicated: the importance of the omnichannel
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
II Module:
The second part of the course will be entirely dedicated to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
Core Documentation
Attending students:θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-9-10-18-19-20-21-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. (Cap. 2-3).
θ Slide e materiali fornite durante il corso
Non- Attending students:
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-20-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. Tutto.
θ Slide e materiali inseriti online
Type of delivery of the course
The course will consist of lectures, case studies, exercises (group and individual), which will lead the students attending to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works. Attendance to the course is strongly recommended.Type of evaluation
The exam will be written, with open-ended questions for students attending and not attending. For attending students, the grade obtained in the written exam is added to the average score of the results achieved in the two project works carried out during the lesson period and presented in the classroom (max 4 points). teacher profile teaching materials
I Module
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Customer centricity and relationship marketing
• Where it is communicated: the importance of the omnichannel
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
II Module:
The second part of the course will be entirely dedicated to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-9-10-18-19-20-21-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. (Cap. 2-3).
θ Slide e materiali fornite durante il corso
Non- Attending students:
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-20-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. Tutto.
θ Slide e materiali inseriti online
Programme
The course will be divided into two modules which will address the following topics:I Module
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Customer centricity and relationship marketing
• Where it is communicated: the importance of the omnichannel
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
II Module:
The second part of the course will be entirely dedicated to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
Core Documentation
Attending students:θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-9-10-18-19-20-21-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. (Cap. 2-3).
θ Slide e materiali fornite durante il corso
Non- Attending students:
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-20-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. Tutto.
θ Slide e materiali inseriti online
Type of delivery of the course
The course will consist of lectures, case studies, exercises (group and individual), which will lead the students attending to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works. Attendance to the course is strongly recommended.Type of evaluation
The exam will be written, with open-ended questions for students attending and not attending. For attending students, the grade obtained in the written exam is added to the average score of the results achieved in the two project works carried out during the lesson period and presented in the classroom (max 4 points). teacher profile teaching materials
I Module
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Customer centricity and relationship marketing
• Where it is communicated: the importance of the omnichannel
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
II Module:
The second part of the course will be entirely dedicated to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-9-10-18-19-20-21-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. (Cap. 2-3).
θ Slide e materiali fornite durante il corso
Non- Attending students:
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-20-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. Tutto.
θ Slide e materiali inseriti online
Mutuazione: 21210164 COMUNICAZIONE D'IMPRESA in Economia e Management LM-77 PRINCIPATO LUDOVICA
Programme
The course will be divided into two modules which will address the following topics:I Module
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Customer centricity and relationship marketing
• Where it is communicated: the importance of the omnichannel
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective
II Module:
The second part of the course will be entirely dedicated to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).
Core Documentation
Attending students:θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-9-10-18-19-20-21-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. (Cap. 2-3).
θ Slide e materiali fornite durante il corso
Non- Attending students:
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-20-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. Tutto.
θ Slide e materiali inseriti online
Type of delivery of the course
The course will consist of lectures, case studies, exercises (group and individual), which will lead the students attending to interact and know in a concrete way the role of the various actors involved in the design and implementation of communication campaigns and trends that are shaping the structure of the sector and how it works. Attendance to the course is strongly recommended.Type of evaluation
The exam will be written, with open-ended questions for students attending and not attending. For attending students, the grade obtained in the written exam is added to the average score of the results achieved in the two project works carried out during the lesson period and presented in the classroom (max 4 points).