The objective of the course is to provide the necessary tools for the understanding of the socio-economic scenario, including the transition from traditional advertising to the so-called integrated communication, the languages ??and techniques that characterize the new advertising, and the skills related to strategic and media planning of a communication campaign, with particular attention to the web and the unconventional. A further objective is to assist students in developing critical thinking on the social impact of advertising and its cultural, political and ethical influence on customs, mentality, attitudes and behavior. Thus, the course will offer an additional focus on gender representation in advertising.

In addition, the course will provide instructions on how to use the most up-to-date tools to carry out digital and social media marketing activities in practice, implementing a multidisciplinary approach, ranging from marketing to the sociology of communication, from the analysis of the imaginary to the brand design and up to the transmedia storytelling.

The program is divided into two parts. The first lessons will be dedicated to defining the concepts of advertising and integrated communication in an era marked by the crisis of traditional forms of promotional communication. After evaluating the reasons why traditional advertising appears outdated, the most recent languages ​​and techniques which seem to give it a second life will be explored, with cross-media, interactivity, storytelling and unconventional marketing being among them. In addition, the characteristics of the different means of communication used by advertising will be assessed in order to identify their strengths, weaknesses and peculiarities. The final section of the first part of the program will be focused on planning strategies for integrated communication campaigns. Particular attention will be given to the analysis of the relationship between advertising and social representations, with an emphasis on the theme of gender.

In the second part of the course the increasingly important role of social media in integrated communication strategies will be addressed, with a particular reference to the strategy planning and development methods, content production and corporate digital storytelling.

Students have to reach these goals:

1.  Knowledge and understanding of: forms and languages of promotional communication in the complex society, through the learning of competences on the main models and theories in the advertising field.

1.1.  Students reach these basic knowledge attending lessons, studying mentioned textbooks and case histories shown in class.

2.  Use of knowledge and understanding skills: analysing promotional languages and their relationship with reference groups and communication planning.

2.2. Students reach these skills by laboratory activities during class hours.

3. Judging skills: critical approach on the evolving dynamics of advertising and its impact on digital society.

3.1. Students reach and demonstrate these skills during debates with the Professor and with the class, during laboratory activities and during the preparation of the final exam.

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

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

Lectures, presentations of case histories, videos, team works and laboratory activities.  

Teaching

Lectures, case histories and laboratory activities. Besides, students have to work in group for the realization of the copy strategy for the launch of a fictional product.

Attendance

Lesson attending (at least three-quarters of the hours) and taking part at the final test.

Course books

D'Amato F., Panarese P.  Pubblicità e comunicazione integrata. Modelli, processi, contenuti, Carocci, Roma 2016

Goffman E. Rappresentazioni di genere, Mimesis, Milano 2015 (ed. originale 1979)

Di Fraia G. (a cura di), Social media marketing. Strategie e tecniche per aziende e B2B e B2C, Hoepli, Milano 2015.

Other reading materials could be suggested during lessons.

Assessment

Learning verification will take place through a written test. The test will include multiple choice questions and open questions through which the student must demonstrate that he/she is able to articulate in a short essay some of the topics covered by the course.

Grading modality

Excellent grades will be given in presence of: a good critical perspective and in depth knowledge; knowing how to link 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 goodcritical perspective and connection skills related to the treated topics; the use of an 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 treated topics; knowledge gaps; the use of a not appropriate language.

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.

Teaching

Individual studying of the course books.

Attendance

Study of the course books.

Course books

D'Amato F., Panarese P.  Pubblicità e comunicazione integrata. Modelli, processi, contenuti, Carocci, Roma 2016

Goffman E. Rappresentazioni di genere, Mimesis, Milano 2015 (ed. originale 1979)

Di Fraia G. (a cura di), Social media marketing. Strategie e tecniche per aziende e B2B e B2C, Hoepli, Milano 2015. (da studiare i primi quattro capitoli)

Other reading materials could be suggested during lessons.

Assessment

Learning verification will take place through a written test. The test will include multiple choice questions and open questions through which the student must demonstrate that he/she is able to articulate in a short essay some of the topics covered by the course.

Grading modality

Excellent grades will be given in presence of: a good critical perspective and in depth knowledge; knowing how to link 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 goodcritical perspective and connection skills related to the treated topics; the use of an 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 treated topics; knowledge gaps; the use of a not appropriate language.

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.