The aims of the course is to provide to the students the background necessary to be able to communicate with other professionals in the advertising industry.
The course will introduce to strategic, creative and operational processes involved in the construction of the advertisement, from the point of view of the different media.

The professional profiles involved during the building process of an integrated communication campaign will be examine.  The terminologies used in the different  communication techiniques and their intergration in the strategic field will be also considered. Afterward, the students will be asked to identify themselves with one of the figures examined. The class will be divided into heterogeneous groups to work on simulations. In order to test the knowleadge aquired during the course, students will be asked to design an integrated communication campaign.

-  Analysis of the different forms of communication: traditional, unconventional, integrated.

-  Learn the basics of branding, societing and tribal marketing.

-  Developement of creativity in advertising

-  Presentations made from different professionals.

-  Class discussion with the teacher and interaction with the other students through workshops, presentations and review meetings.

1. Knowledge and understandings: the basics of branding perspective of societing and tribal marketing.

Knowledge of the main advertisement.

1.1 Creativity tecniques.

Students are awared this basic knowledge by attending the lectures and study the texts discussed in class.

2. Ability to apply knowledge and develop skills:

Application of knowledge to a concrete case of simulation.

2.1 Skills acqired creative design workshop of an integrated communications campaign of judgment.

3. Capacity:critical reflection with respect to the international trend of advertising and industry standards.

3.1 this judgement must be applied in the classroom with their teacher and colleagues and conclusive.

4 Exam. Communication skills:Student are required to interact in the classroom through questions, trade with fellow students, writing short presentations during the exercise.

4.1 Skill practing in the classroom with the organization of opportunities for discussion and practice exercises.

5. Learning skills: students are required to take a critical method of learning that connect theoretical and empirical analysis.

5.1 Skills to be strengthened thanks to the argument of the teacher and confrontation with fellow students.

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

-  Vision of strategic and integrated communication campaigns.

-  Meetings with professionals.

-  Class materials can be found with the platform blended.uniurb.it 

Teaching

Theoretical framework and practical lessons.

Group project and active partecipation in the forum.

Attendance

Partipations in at least ¾ of the lessons.

Course books

Lombardi, M., La creatività in pubblicità, F. Angeli, 2010*

*the list of the texts is being udated.

Assessment

Oral examination and final assestment of group projects by the student productes.

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.

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.

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

Theoretical framework. 

Given the workshop charachter of the course, we recommend the choice of peaching to students who intend to attend classes.

Attendance

Study of required texts.

Course books

Lombardi, M., La creatività in pubblicità, F. Angeli, 2010*

*the list of the texts is being udated.

Assessment

Oral examination.

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.

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.