23650 - Corporate Communication, Advertising and Promotion

Learning outcomes

To gain knowledge and understanding of the concepts and the techniques that are frequently employed in corporate communication, advertising and promotion.    
To be able to understand and evaluate an advertising campaign.

Course contents

Branding, Brand equity and Positioning. Company culture. Integrated Communication. The visual identity.  Basic mechanisms of consumer behavior toward advertising. The elaboration likelihood model.  The advertising agency: roles and structure.  Marketing objectives and Budgeting.  The copy strategy: developing advertising messages. The effects of creative styles on consumers.  Media choice. Media planning measures: Audience, GRP, Rating.  Consumer promotions. Sponsorship. Direct marketing.  Evaluating the effectiveness of advertising.

Readings/Bibliography

Collection of selected readings extracted from italian and english textbooks available at "Asterisco" Via Belle Arti 35 (next to the Bigiavi library)
Looking for the street? Go to:
http://www.unibo.it/CMSUniboWeb/UniboMappe/

Teaching methods

Written exam featuring one or a combination of the followings:
open-ended questions,  exercices,  definitions

Assessment methods

Written exam featuring one or a combination of the followings:
open-ended questions,  exercices,  definitions

Teaching tools

Slides. Slides are not distributed to students as they only serve as a track to discuss the issues that  are developed in the recommended readings.
Talks of invited speakers (managers and academics)

Links to further information

http://www2.sa.unibo.it/docenti/chiara.orsingher/

Office hours

See the website of Chiara Orsingher