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  1. Courses

ADVERTISING COMMUNICATION STRATEGIES - 92166-MOD1

courses
ID:
92166-MOD1
Dettaglio:
SSD: Philosophy and Theory of Language Duration: 48 CFU: 8
Located in:
BERGAMO
Url:
Course Details:
SCIENZE DELLA COMUNICAZIONE - 92-270/IMPRESA E SOCIETA' Year: 3
Year:
2025
  • Overview
  • Syllabus
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Overview

Date/time interval

Primo Semestre (23/09/2025 - 20/12/2025)

Syllabus

Course Objectives

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.



Course Prerequisites

No specific prerequisites. Nevertheless, having attended semiotics and/or marketing lessons, or workshops in the same thematic area, will facilitate the student.


Teaching Methods

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.



Assessment Methods

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.



Contents

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


Online Resources

  • E-learning
  • Leganto - Reading lists

More information

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.



Degrees

Degrees

SCIENZE DELLA COMUNICAZIONE - 92-270 
Bachelor's Degree
3 years
No Results Found

People

People

CERIANI Giulia Adriana Adele Angela
Gruppo 11/PHIL-04 - ESTETICA E FILOSOFIA DEI LINGUAGGI
AREA MIN. 11 - Scienze storiche, filosofiche, pedagogiche e psicologiche
Settore PHIL-04/B - Filosofia e teoria dei linguaggi
Professori Associati
No Results Found

Other

Main module

ADVERTISING COMMUNICATION STRATEGIES
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