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Professor
EMILIANO ILARDI (Tit.)
Period
Second Semester 
Teaching style
Prevalentemente a distanza 
Lingua Insegnamento
ITALIANO 



Informazioni aggiuntive

Course Curriculum CFU Length(h)
[30/35]  COMMUNICATION SCIENCE [35/00 - Ord. 2014]  PERCORSO COMUNE 6 30

Objectives

The main goal of the course is to show the fundamental (theoretical and methodological) tools that allow the student to carry out an advertising campaign starting from the communication plan up to the choice of creative strategies.
To this end, the student must learn the main theories of advertising and marketing as they have evolved during the twentieth century, acquire the skills to analyze an advertising message in relation to the media that convey it, be able to distinguish between a marketing plan and a communication plan. At the end of the course he will have the skills to carry out a mass media advertising campaign based on the type of product that will be assigned by the teacher.

Prerequisites

Knowledge of the main sociological theories of the nineteenth and twentieth centuries and of the basics of communication theory.

Contents

The course includes a first part dedicated to the history and analysis of advertising languages with a focus on:
1) their ability to create myths, identity, lifestyles
2) the media in which they are communicated (advertising poster, radio and television commercials, advertising on web, etc..).
The second part will be dedicated to draft a communications plan for business and public administration.

Teaching Methods

It is an e-learning course, therefore it relies on the assistance of multimedia products for the equivalent of 60% of the hours required. The remaining 40% consists of 5 lessons registered and available in the Moodle platform and meetings dedicated to workshops and tutorials. Some students will have the opportunity to attend the course by participating in a working group that will engage them in the practical realization of a commercial or an advertising poster

Verification of learning

Writing a communications plan (up to 20,000 characters) of a product chosen by the student or, for those who decide to work in a team, the realization of a commercial advertising. The score of the exam will be the result of the sum between the evaluation achieved in the communication plan (max 27/30) and that achieved in the final public speech (max 3/30).

Texts

- Ragone G., Analogie 3. Il medium pubblicitĂ , Napoli, Liguori, 2015.
In the learning platform Moodle there are several multimedia materials (slides, texts, interviews, simulations) that summarize and extend all the concepts proposed during the lessons.
*If requested, foreign students attending the course (e.g., Erasmus students) can be provided alternative references in English. In this case
their knowledge will be tested in English.*

More Information

In the learning platform Moodle there are several multimedia materials (slides, texts, interviews, simulations) that summarize and extend all the concepts proposed during the lessons.
*Students with special needs may benefit from a Disabled Office (http://people.unica.it/disabilita/ )
that certifies their difficulties in order to arrange individualized programs and can suggest specific learning methods*.

Questionnaire and social

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