1. Providing a theorical background in order to define and understand contemporary advertising communication context, related to the evolution of media languages and to the convergence culture;

2. Providing a theorical background and a methodology in order to analyze emergent shapes of advertising communication starting from the evolution of media language, the rise of User Generated/Distributed content and of the Web 2.0, focusing on: produsage, curation, content circulation e transmedia storytelling.

1. From Marketing to societing;
2. Networked and productive publics;
3. New shapes of advertising communication: ambient advertising; edge marketing; guerrilla marketing;
4. Tribes and spreadable media;
5. Existential marketing and storytelling;

Students have to reach these goals:

1. Knowledge and understanding of: advertising communication theories and evolution, focusing on dynamics and transformations of the cultural industry, of the media and of the publics.
1.1. Students reach these basic knowledge attending lessons and studying mentioned textbooks.

2. Use of knowledge and understanding skills: analyzing contemporary advertising communication contents and new tribes (focusing on guerrilla, viral and UGC languages) with proper methodology.
2.1. Students reach these skills by laboratory activities during class hours.

3. Judging skills: critical approach on the evolving dynamics of the relation between new media technologies, the evolution of the publics and advertising.
3.1. Students reach and demonstrate these skills during debates with the Professor and with the class, during tests and during the preparation of the final exam.

4. Communication ability: students have to interact during the lesson asking questions, exchanging ideas with the collegues during the group workshop and organizing keynotes while tested.
4.1. Students reach these skills organizing discussions and excercises.

5. Learning skills: students have to adopt a critical approach while studying in order to connect theoretical knowledge with empirical analysis, obtaining a personal point of view on the subject.
5.1. Students strengthen these skills debating with the Professor and the rest of the class.

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

The course will have its Facebook learning support group, its blog and its Dropbox in order to share files.  

Teaching

Introductional lessons, tests, on topic keynotes.

Attendance

Lesson attending, individual studying, theorical and empirical essay writing.

Assessment

Oral exam and evaluation of the essay.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.