Marketing Communications (*** – 3 CFU – SECS/P08)
The course opens by introducing the topic of Integrated Marketing Communications (IMC) and by discussing its importance in the marketing process. Then, the main theories about consumer behavior are presented in order to better understand how to effectively communicate to final consumers. Subsequently, the communication process is illustrated in detail. Particular attention is paid to source, message, and channel factors. Finally, media planning and strategy are examined in depth. Among the various media, traditional channels, such as television, radio, magazines, and newspapers, are considered.
The main objectives are to provide students with professional tools and skills about marketing communications management.
In more detail, the course covers the following topics:
- An Introduction to Integrated Marketing Communications (IMC)
- The Role of IMC in the Marketing Process
- Perspectives on Consumer Behavior
- The Communication Process
- Source, Message, and Channel Factors
- Media Planning and Strategy
- Evaluation of Media: Television and Radio
- Evaluation of Media: Magazines and Newspapers
Book for exam preparation
Belch G.E., Belch M.A. (2018) Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw Hill (Chapters N. 1, 2, 4-6, 10-12)
Non-attending students info
For non-attending students, the material to be studied is exactly the same.