Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


SOCIOLOGY OF BRAND
SOCIOLOGIA DEL BRAND

A.Y. Credits
2018/2019 8
Lecturer Email Office hours for students
Bernardo Valli

Assigned to the Degree Course

Communication and Advertising for Organizations (LM-59)
Curriculum: PERCORSO COMUNE
Date Time Classroom / Location
Date Time Classroom / Location

Learning Objectives

1) Theoretical understanding of brand, branding and brand communication

2) Development of a theoretical and methodological equipment (set of competences and skills) able to analyze the media.

3) Development of a theoretical and methodological equipment (set of competences and skills) able to understand the evolution of brand and brand communication with particular reference to its sociological characteristics.

4) 'Made in Italy'

Program

1) Major theories that have analyzed media in the last Century

2) Theoretical meaning of brand in complex societies

3) Evolution of the concept of 'Made in Italy' with particular reference to its communicative features.

Learning Achievements (Dublin Descriptors)

1) To understand the evoltion of brand  through the acquisition of theoretical and pragmatical competences that allow to better understand the historical and sociological problematics that have characterized the evolution of society from modern to post-moder until the digital age.

1.1 In order to develop these competences students will have to regularly attend classes and take part in class discussions, class presentations as well as excercise classes. Attendance and partecipation is highly required.

2) Students will gain a methodological understanding that will allow them to make sense and consciuously practice the different media of communication as well as the different brands so to be effective and skilled users.

2.1 In order to develop these competences students will have to regularly attend classes and take part in class discussions, class presentations as well as excercise classes. Attendance and partecipation is highly required.

3) Developing a critical knowldge and understanding related to the current transformations related to globalization and to the digital age.

3.1. These capabilities are better developed when students dialectically interact with the teacher.

4) Students will be finally stimulated to develop their communicative skills through specific activities.

4.1 Students communication competences and skills will be stimulated through organized in class activities.

5) Students will be guided to adopt a critical - both complex and pragmatic - point of view over the media and brands.

5.1. This competence will be stimulated thourgh in class discussion together with other fellow students and the teacer.

Teaching Material

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

Didactics, Attendance, Course Books and Assessment

Didactics

There will be various moments of in-depth analysis provided by experts and in class activities. Audiovisual materials are usually projected and commented during classes.

Attendance

It will be a compulsory attendance 50% of the lesson time.

Course books

Gabrielli V., Brand Communication, Il Mulino, Bologna 2014.

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting. It is possibile to present a written document on a topic agreed with the teacher. 

Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.

Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.

Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.

Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

Additional Information for Non-Attending Students

Didactics

Study of the exam books.

Course books

-Mauro Ferraresi, Bello, Buono e ben fatto. Il fattore Made in Italy, Guerini e Associati, 20014

Gabrielli V., Brand Communication, Il Mulino, Bologna 2014.

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting. It is possibile to present a written document on a topic agreed with the teacher. 

Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.

Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.

Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.

Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

Notes

For part-time students attendance of the lectures is not mandatory. Students who will not attend at least the 50% of the lectures will have to contact the teacher.

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