Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


ADVERTISEMENT COMMUNICATION AND MEDIA LANGUAGES
COMUNICAZIONE PUBBLICITARIA E LINGUAGGI MEDIALI

A.Y. Credits
2016/2017 9
Lecturer Email Office hours for students
Giovanni Boccia Artieri Wednesday 11-13 on appointment
Teaching in foreign languages
Course with optional materials in a foreign language English French
This course is entirely taught in Italian. Study materials can be provided in the foreign language and the final exam can be taken in the foreign language.

Assigned to the Degree Course

Communication and Advertising for Organizations (LM-59)
Curriculum: PERCORSO COMUNE
Date Time Classroom / Location

Learning Objectives

1. Providing a theorical background in order to define and understand contemporary advertising communication context, related to the evolution of media languages and to the convergence culture;

2. Providing a theorical background and a methodology in order to analyze emergent shapes of advertising communication starting from the evolution of media language, the rise of User Generated/Distributed content and of the Web 2.0, focusing on: produsagecurationcontent circulation e transmedia storytelling.

Program

1. From Marketing to societing:

1.1 Post modernity and the fall of the great narrations

1.2 Media and modern consuption

1.3 Dilogue with customers in the New Media age

1.4 Brand communication: from advertising to responasibility awareness

2. From audience to networked publics:

2.1 Media and reflexivity

2.2 Social Media and networked reflexivity

2.3 Networked publics: information seeking, consumption and enterteinment

2.4 Fans and brands: different moral economies

2.5 From online communities to networked publics

3. Tribes and spreadable media

3.1 Basics of etnography

3.2 Netnographic approach

3.3 Brand Tribe Analysis

3.4 Transmedia Storytelling

4. Existential marketing and storytelling;

4.1 Connecting with the evolved customer: Existential Marketing approach

4.2 Brand narratives: value and values

4.3 Basic of Digital Storytelling

5. Social Media areas:

5.1 Social Commerce

5.2 Social Community

5.3 Social Publishing

5.4 Social Enterteinment

6. Basics of Social Media marketing:

6.1 Goals, roles and organization of a Social Media Team

6.2 Planning a Social Media campaign

6.3 Managing a Social Media campaign

6.4 Mesuring results of a Social Media campaign

6.5 Contextualizing an “Epic Fail”: a planned mistake or an error?

Learning Achievements (Dublin Descriptors)

Students have to reach these goals:

1. Knowledge and understanding of: advertising communication theories and evolution, focusing on dynamics and transformations of the cultural industry, of the media and of the publics.
1.1. Students reach these basic knowledge attending lessons and studying mentioned textbooks.

2. Use of knowledge and understanding skills: analyzing contemporary advertising communication contents and new tribes (focusing on guerrilla, viral and UGC languages) with proper methodology.
2.1. Students reach these skills by laboratory activities during class hours.

3. Judging skills: critical approach on the evolving dynamics of the relation between new media technologies, the evolution of the publics and advertising.
3.1. Students reach and demonstrate these skills during debates with the Professor and with the class, during tests and during the preparation of the final exam.

4. Communication ability: students have to interact during the lesson asking questions, exchanging ideas with the collegues during the group workshop and organizing keynotes while tested.
4.1. Students reach these skills organizing discussions and excercises.


5. Learning skills: students have to adopt a critical approach while studying in order to connect theoretical knowledge with empirical analysis, obtaining a personal point of view on the subject.
5.1. Students strengthen these skills debating with the Professor and the rest of the class.

Teaching Material

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Supporting Activities


Teaching, Attendance, Course Books and Assessment

Teaching

Introductional lessons, tests, on topic keynotes.

Attendance

It will be a compulsory attendance 50% of the lesson time.

Course books

1. Gnasso S., Iabichino P., Existential marketing, Hoepli, Milano, 2014.
2a. Boccia Artieri G., Stati di connessione. Pubblici, cittadini e consumatori nella (social) Network Society, Franco Angeli, Milano 2012- tranne  capp. 1, 6 e 8;
2b. (from students coming from  IMP) Mazzoli L. (a cura di), Network Effect. Quando la rete diventa pop, Codice Edizioni, Milano 2009;
3. Tuten T., Solomon M., Social Media Marketing. Post-consumo, innovazione collaborativa e valore condiviso, Pearson, Torino, 2015;
4. Jenkins H., Ford S., Green J., Spreadable media. I media tra condivisione, circolazione, partecipazione, Apogeo, Milano, 2013.
From Wikipedia: Contenuto generato dagli utentiIntelligenza collettivaCultura partecipativa, Disintermediazione, Narrazione transmedialeSocial Tv

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting.
Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.
Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.
Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.
Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

Additional Information for Non-Attending Students

Teaching

Study of exam books.

Course books

1. Gnasso S., Iabichino P., Existential marketing, Hoepli, Milano, 2014.
2a. Boccia Artieri G., Stati di connessione. Pubblici, cittadini e consumatori nella (social) Network Society, Franco Angeli, Milano 2012- tranne  capp. 1, 6 e 8;
2b. (from students coming from  IMP) Mazzoli L. (a cura di), Network Effect. Quando la rete diventa pop, Codice Edizioni, Milano 2009;
3. Tuten T., Solomon M., Social Media Marketing. Post-consumo, innovazione collaborativa e valore condiviso, Pearson, Torino, 2015;
4. Jenkins H., Ford S., Green J., Spreadable media. I media tra condivisione, circolazione, partecipazione, Apogeo, Milano, 2013.
From Wikipedia: Contenuto generato dagli utentiIntelligenza collettivaCultura partecipativa, Disintermediazione, Narrazione transmedialeSocial Tv

Assessment

The exam will be held through an individual interview based on textbooks suggested. The aim is to evaluate both student's comprehension of the content and his ability in reworking concepts and in argumenting.
Excellent grades will be given in presence of: a good critical perspective and in depth study; knowing how to link among them the main subjects addressed during the course; the use of an appropriate language.
Good grades will be given in presence of:  good mnemonic knowledge of the contents; a relatively good critical perspective and connection skills related to the treated topics; the use of appropriate language.
Sufficient grades will be given in presence of: the achievement of a minimal knowledge on the treated themes, even in presence of some gaps; the use of a not appropriate language.
Negative grades will be given in presence of: a difficult orientation related to the the treated topics; knowledge gaps; the use of a not appropriate language.

Notes

For part-time students attendance of the lectures is not mandatory. Students who will not attend at least the 50% of the lectures will have to contact the teacher.

« back Last update: 09/10/2016

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