Marketing communications (2016/2017)

Course code
Name of lecturers
Paola Signori, Ilenia Confente
Paola Signori
Number of ECTS credits allocated
Academic sector
Language of instruction
Primo semestre Magistrali dal Sep 26, 2016 al Jan 13, 2017.

Lesson timetable

Primo semestre Magistrali
Day Time Type Place Note
Tuesday 2:00 PM - 4:20 PM lesson Lecture Hall SMT.06 from Oct 18, 2016  to Jan 13, 2017
Wednesday 9:20 AM - 11:35 AM lesson Lecture Hall SMT.06 from Oct 19, 2016  to Jan 13, 2017

Learning outcomes

The cornerstones of good marketing communications are target audience, message and media, with integration and interactivity being crucial requirements. The context within which these are set is dynamic and turbolent: consumers live in an information-obsessed, media-saturated world with an incredible choice of brands; the impact of technology has altered the way we see, read and communicate. The need to engage audiences with a compelling message is absolutely critical to successful marketing communications. In this text we examine fully integrated ‘360° campaign planning'. We therefore look closely at:

1. The traditional tools of communications: advertising, public relations, direct marketing, personal selling and promotional activities.

2. The ‘hybrid’communication tools.

3. The new emerging developments which have taken marketing communications beyond the traditional mix of tools and media.

4. Various contexts (such as not for profit and business to business) which provide unique challenges to marketing communications.

5. The rise of consumer-generated content.


Coordinator: prof. Antonio Borghesi
Other Teacher:Prof. Paola Signori

Details of the program:

1. Introduction to Marketing Communications
Meaning in Communications.How Marketing Communications Links to Buyer Behaviour. Brand Narrative in Marketing Communications. Trans-Media and Media-Neutral Planning in Communications.

2. How Marketing Communications Works
Branding and the Power of Marketing Communications. Brand Encounters. Brand Conversations . The Mechanics of the Marketing Communications Process. Conventional Approaches to How Marketing Communications Works. The Influence of Intermediaries in the Dissemination of Information. Word of Mouth and Peer-to-Peer Communications . Different Marketing Communications Process Perspectives. Approaches to How Consumers Process Marketing Communications in Making Purchase Decisions


3. Analysis of Target Audiences
Marketing Communications and Buyer Behaviour. The Nature of Consumer Decisions . The Role of Marketing Communications in Consumer Decision Making. Products, Consumers and Situations.

4. Effects and Objectives
Target Audience Segmentation. Communication Effects. Communication Objectives.

5. Strategy and Planning
Why do Marketing Communications have to be Integrated? Is it Promotional Strategy or Marketing Communications Strategy? The 5Rs of Marketing Communications Planning. Strategic Marketing Communications. The Contexts of Marketing Communications. Planning Marketing Communications. Campaign Planning Framework. Setting Budgets for Marketing Communications.

6. Strategic Positioning
Planning for Brand Positioning. Brand Positioning Strategy and Tactics. Positioning from a Customers Perspective. Positioning and Categorization. Positioning the Product Category. Changing Category Perceptions. Positioning in New and Emerging Market. Positioning in Mature Markets. Positioning in Different Contexts.

7. Tactics and Techniques of Positioning
The Link between Positioning Strategy and Tactics. Communication Effects Required. Tactical Positioning Guidelines. Brand Name. Logotypes. Typefaces. Packaging. Other Tactical Elements.Improve the Position. The Cumulative Memetic Effects of Positioning.


8. Building Brand Equity
Understanding what Branding is. Dimensions of Brands. Functions of Branding. Introducing Brand. Equity. Brand Identity. Brand Personality. Building Brands. Brand Architecture. Measuring the Value of Brand Equity.

9. Brand Narrative and Relational Management
Evolving Brand Communications. Brand Meaning. The Need for Brand Narratives. Relationship Marketing and Relationship Branding. Investing in Relationships with Customers. Building Retail Customer Relationships through Loyalty Cards. Brand Communities.

10. The Marketing Communications Mix
What is the Communications Mix? Description of Communications Mix Tools. Advertising Strategy.

11. Advertising Strategy
Brand Positioning and Narrative Development. Target Audience Characteristics. Target Audience Relationship with the Brand and Advertising. Communication Objectives. Informational Content. Activity and Engagement. Strength of Argument. Argument Level: Means-End Chains. Number of Arguments. Appealing to Informational and Transformational Needs. Attitude towards the Communication. Requirements for Informational and Transformational Advertising Appeals. Flexibility.

12. Advertising Creativity
What is Advertising Creativity? Advertising Tactics to Achieve Attention Processing Conviction. Tools for Grabbing Attention. Tools for Learning and Conviction.

13. Media Concepts and Media Planning
Trends in Media. Media Concepts. Analysing Market Situations and Conditions Responding to Competitors Media Expenditure. Share of Voice. Asymmetric Competition. Media Planning Objectives. Media Selection Criteria. The Media Budget. Media Planning and Scheduling. Creative Media Planning. Integrated Marketing Communications.

14. Public Relations and Hybrid Marketing Communications
Targets for Public Relations. Tools of Public Relations. Strategy and Tactics of Public Relations.

15. Sales and Sales Promotion
The Nature of Sales and Sales Promotion. Sales and Sales Promotion in the Context of the Marketing Communications Mix. Sales and Sales Promotional Objectives. Sales and Sales Promotion as Part of Strategy. Sales Force Selling. Sales Promotional Tactics. Direct Marketing Promotions.

16. Beyond Traditional Marketing Communications
Brand Building through Marketing Communications. The Social Web in Context. The Changing Nature of Marketing Communications. Factors Affecting the Transformation of Marketing Communications. Social Web. Digital Conversation Platforms. Reinventing TV Advertising.

17. Evaluating Marketing Communications
Evaluating the Application of Marketing Communications in a Brand-Driven Organization. Primary Purpose of Evaluating Marketing Communications. Evaluation and Measurement Focus. Methods of Evaluating Marketing Communications. Environmental Issues in Marketing Communications. Ethical Considerations. Regulatory Controls. Green and Eco-Friendly Considerations.

Text book:
- Micael Dahlen, Fredrik Lange, Terry Smith, Marketing Communications: A Brand Narrative Approach, Wiley,2010

Didcatical support provided by teachers and set on line on the e-learning area is only a support and it does not intended ad subsistutive of the text book

Reference books
Author Title Publisher Year ISBN Note
Micael Dahlen, Fredrik Lange, Terry Smith Marketing Communications: A Brand Narrative Approach Wiley 2010 978-0-470-31992-5 See the website for additional resources

Assessment methods and criteria

The exam is written and oral.
The written exam is divided into two parts.
The first part consists of 9 questions with closed answers. Failure to respond is considered wrong answer. The wrong answer does not result in charges. For each correct answer will be awarded 2/30 (for all the correct answers, then, 18/30). Who should respond properly to less than 5 out of 9 questions can not access the marking of the second part of the written examination. To perform the test the time available will be 10 minutes.
The second part consists of an open question relating to a business case with respect to which the student has to propose a suitable solution. For the test will come a time of 40 minutes.

The oral examination will be carried out only by those for whom the teacher considers that it lacks sufficient elements of judgment from the written exams.

The oral examination consists of establishing the critical knowledge of the contents of the study material.


DO NOT send e-mail to the teacher for the enrollment examination. Emails with that object will not be answered.

Exams take place on any particular day, no exception