ID:
92166-MOD1
Dettaglio:
SSD: Philosophy and Theory of Language
Duration: 48
CFU: 8
Located in:
BERGAMO
Url:
SCIENZE DELLA COMUNICAZIONE - 92-270/IMPRESA E SOCIETA' Year: 3
Year:
2025
By the end of this course, the student will get a critical competence concerning the evolution of the advertising and integrated communication strategies, in a socio-semiotic dimension. The theoretical and practical sides of the relationship with advertising will be analyzed looking at their structural dynamics and contemporary connotation. To move towards a renewed connection with the consumer.
The analytical dimension will be particularly relevant, and the student will get competences in communication marketing, to support a wider background in communication sciences.
No specific prerequisites. Nevertheless, having attended semiotics and/or marketing lessons, or workshops in the same thematic area, will facilitate the student.
The course will alternate theoretical lessons to case histories: the aim is to establish an active interaction between conceptual approach and efficacy, respecting the pragmatic vocation of the advertising issues.
The verification method will be written, through a questionnaire with 15 questions with closed and/or open answers.
Each correct answer will be worth 2 points.
An optional sixteenth question will be counted as honors (if correct) for those who have answered the first 15 correctly. Time for completion: 45 minutes.
1. Advertising and communication mix
2. The semiotic support
3. Brand discourse
4.Strategies vs Tactics
5. Positioning
6. Advertising creativity
7. Styles, formats, best practices
8. The creative briefing
9. Visual, audiovisual, sound supports
10. The characteristics of the vehicles
11. Advertising creativity and social media
12. Offline and online planning
13. Verification of pre/post effectiveness
14.Digitization and its impact
The thesis request can be discussed with the professor only if the exam
has been taken.
For the submission of the proposal:
1. reading Eco's book "How to do a degree thesis"
2. Proposed title(s). 3.Abstract of 15 lines
4. Lineup in 3 chapters
5. Bibliography of 20 titles.