The main objectives of the course are:

• to introduce students to the strategic and creative processes essential for developing effective advertising messages across various media;

• to provide the technical terminology needed to communicate effectively with professionals in the advertising and communication industry;

• to present the main professional roles within the communication sector and illustrate the skills required for each position.

Each class session is structured into an initial theoretical phase, followed by a practical, hands-on component. This approach allows students to assimilate knowledge and develop skills through direct, workshop-based experience.

Throughout the course, various communication techniques and their integration within an overall strategic framework will be examined. The main professional roles involved in the development of an integrated communication campaign will be explored in depth, with particular focus on the specific terminology used in the industry.

Students will be asked to take on one or more of the professional roles studied and to work in diverse, cooperative learning groups, with the aim of developing real-world projects.

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

• In-class discussions with the instructor and interaction with peers through group workshop activities, presentations, and collaborative review sessions.
• Analysis of strategic and integrated communication campaigns.
• Guest lectures and insights from industry professionals.
• Teaching materials available on the platform blended.uniurb.it.

Teaching

• Introductory lectures providing the theoretical framework, followed by practical exercises.
• Development of a group project and active participation in the discussion forum.

Attendance

To be considered attendees, students must have participated in at least 75% of the course hours and completed in-class assignments, exercises, or other activities organized by the instructor during the course.

• Attendance of at least 75% of the course hours.

• Completion of the final project report and presentation in PPT format.

Course books

• F. Sacchetti, A. Fiori, Kipup. Un Progetto di ricerca-azione per l'engagement dei neet, Franco Angeli, Milano, 2024.
  (open access: https://www.francoangeli.it/Libro/9788835178026)
• Course slides.

Assessment

Oral exam and final evaluation of group projects

The assessment will take place through an individual oral interview, based on the projects developed by students working in small groups during the course. The exam aims to evaluate both the student’s understanding of the content and their ability to elaborate and argue effectively.

Students are required to submit a written paper and a PPT presentation related to the group project.

Evaluation criteria:

• Excellent evaluations: the student demonstrates strong critical thinking and in-depth analysis; effectively connects the main topics covered in the course; uses language that is appropriate and specific to the discipline.

• Good evaluations: the student shows a memorized knowledge of the content; displays reasonable critical skills and the ability to connect topics; uses correct language.

• Satisfactory evaluations: the student achieves a minimum level of knowledge on the topics, despite some gaps; uses language that is not always appropriate.

• Failing evaluations: the student shows difficulty in understanding the course topics, significant knowledge gaps, and uses inappropriate 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

No distinctions are made between attending and non-attending students regarding teaching methods, obligations, and assessment procedures.

Additional study texts should not be seen as an extra workload for non-attending students, but rather as a compensation for the practical activities conducted during the course.

Given the hands-on nature of the course, students are encouraged to choose to attend the lessons.

Attendance

• Study of the texts indicated as mandatory.

Course books

To allow non-attending students to compensate through independent study for the content covered during lessons, the following materials are provided, covering the same topics as the program, with the aim of ensuring full comprehension.
Non-attending students will be assessed on three books chosen freely from the following list:

 

F. Sacchetti, A. Fiori, Kipup. Un Progetto di ricerca-azione per l'engagement dei neet, Franco Angeli, Milano, 2024.
​​​​​​​(open access: https://www.francoangeli.it/Libro/9788835178026)

Emanuele Nenna, Not Available, Fausto Lupetti Editore.

Emanuele Nenna, La coppia creativa sono in 4, Fausto Lupetti Editore.

Marco Lombardi, La creatività in pubblicità, Franco Angeli.

Marco Lombardi, La strategia in pubblicità, Franco Angeli.

Assessment

Oral Exam

The assessment will be conducted through an individual oral interview based on the reference texts for the exam, aiming to evaluate both the student’s knowledge of the content and their ability to critically elaborate and argue.

Evaluation Criteria:

• Excellent evaluations: the student demonstrates strong critical thinking and in-depth understanding, effectively connects the main topics covered in the course, and uses precise and appropriate language specific to the discipline.

• Good evaluations: the student possesses a memorized knowledge of the content, shows a reasonable critical ability and connection between the topics, and uses appropriate language.

• Satisfactory evaluations: the student attains a minimal level of knowledge on the topics covered, despite some educational gaps, and uses language that is not always appropriate.

• Failing evaluations: the student shows difficulty in understanding the topics addressed in the exam texts, significant educational gaps, and uses inappropriate 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.