Learning objectives
This course aims to provide students the basics of the communication strategies through online and offline channels development. Through the discussion of case studies, group works and business testimonials, the course will ensure the fundamental knowledge acquisition.
At the end of the course, the student should be able to:
- understand, and explain the marketing communication processes, dynamics and means as well as the changes occurred in the interaction
and communication between business and consumer following the digital revolution;
- apply the principles and phases of marketing communication planning to concrete business situations;
- identify the most appropriate key performance indices according to the measurement objectives of each specific communication activity;
- attend an interview with companies or professionals on issues related to offline and online communication.
Prerequisites
No formal propedeuticity is required
Course unit content
The Digital and Content Marketing course provides a comprehensive overview of communication processes and strategies within businesses, with a particular focus on the digital realm. Students will explore key online and offline communication tools, with special attention given to content creation and the management of digital advertising campaigns. Throughout the course, topics such as traditional and digital advertising, content marketing, social media marketing, and influencer marketing will be addressed, alongside a deep dive into performance metrics and emerging trends in the field.
The course includes guest lectures from industry professionals who will share practical experiences and successful case studies. Through hands-on exercises and case study discussions, students will develop the skills necessary to create and manage effective communication campaigns in a rapidly evolving environment.
The course will cover the main aspects of marketing communication, from traditional advertising to content marketing and the latest trends related to social media and the future of communication.
Full programme
- - -
Bibliography
- Materials and slides prepared by the teacher will be uploaded on the elly page of the course.
The slides will remain available until the end of the lectures.
-Additional material uploaded online at the course elly page.
- Managerial lectures during the course
Teaching methods
Lessons will be in presence, in compliance with the official class schedule. During the lessons, frontal teaching moments will alternate with interactive moments with the students.
The Course will combine different teaching tools:
- Acquisition of knowledge: lectures and business testimonials
- Acquisition of the ability to apply the analysis methodologies and of the autonomy of judgment: analysis and discussion of case studies, exercises and group work aimed at applying the theoretical knowledge acquired during the lessons to practical problems.
- Acquisition of learning skills: Lessons will favor students' participation and critical evaluation of the main topics discussed.
The teacher is available for explanations regarding the lessons.
Assessment methods and criteria
Assessment will be in presence through a writing exam with open questions. The exam will last 40 minutes (2 open-ended questions) and will be evaluated with a score from 0 to 15 (to be added to the vote of the Mod. Branding).
If project works are carried out during the course, their evaluation will contribute to the definition of the final judgment.
The final results are published on the Esse3 portal.
The honors will be awarded to those students who obtain the full evaluation and demonstrate an appreciable systematic knowledge of the topic, an excellent ability to apply the knowledge acquired to specific problem in question, and a considerable autonomy of judgment.
If project work is carried out during the course, the assessment of this work will be used to determine the final grade in accordance with the procedure communicated in the classroom by the lecturer.
There is no provision for an oral integration of the grade.
The use of any kind of notes, textbooks, mobile phones, computer media and the like is prohibited during the written test.
Other information
- - -
2030 agenda goals for sustainable development
- - -
