Teacher
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MORONI Chiara
(syllabus)
The communication of the organizations, and in particular the advertising, have undergone radical innovations in the last few years both from the point of view of the tools and with respect to the contents. Starting from the definition of the now classic five levers of business communication, it will deepen how they have changed in the last few years dominated by the web and its communication, participation and sharing logics. In particular, two dimensions of advertising and corporate communication that are as innovative as they are little explored will be explored: storytelling and branded content. In reference to these last two thematic focuses will be present case studies. Students will be asked to present work of analysis and production of specific communication material.
(reference books)
1. M. Pecchenino "La comunicazione d'impresa", Laterza, Roma-Bari, 2009. ISBN 88-420-8937-0 (disponibile anche in e-book) 2. M. Pecchenino - E. D. Arnese "Digital Corporate Communication", Franco Angeli, Milano, 2016. ISBN 978-88-917-2789-3 3. A. Fontana "Storytelling d'impresa", Hoepli, Milano, 2016. ISBN 978-88-203-7288-0 (disponibile anche in e-book) 4. P. Bonsignore - J. Sassoon "Branded Content", Franco Angeli, Milano, 2014. ISBN 978-88-917-0619-5
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