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17439 PUBBLICITA' E COMUNICAZIONE AZIENDALE in Communication, technologies and digital cultures L-20 MORONI Chiara
(syllabus)
The communication of organizations, and in particular advertising, have undergone radical innovations in recent years both in terms of tools and contents.
The aim of the course is to analyze the strategies and logics of advertising and the various declinations of corporate communication, with particular attention to the evolutions underway with respect to the continuous change of both the communication tools and the social contexts in which advertising and corporate communication. develop.
During the course, case studies will be presented and analyzed and experts and operators in the sector will be hosted. Students will be encouraged to present analysis and production of specific communication material.
(reference books)
Obbligatori:
1- Ferraresi M. (a cura di) Pubblicità: teoria e tecnica, Carocci, Roma, 2017 (ISBN: 9788843085590)
2- Invernizzi E., Romenti S. Relazioni pubbliche e corporate communication, McGraw-Hill, 2020 (ISBN: 9788838697371)
Uno a scelta tra i seguenti:
1- Iabichino P. Invertising. Ovvero se la pubblicità cambia il senso di marcia, Guerini e Associati, 2010 (ISBN: 9788862501854)
2- Tuten T., Solomon M. Social Media Marketing. Post-consumo, innovazione collaborativa e valore condiviso, Pearson, Torino, 2015 (ISBN:978-8865185025)
3- Bonsignore P, Sassoon J. Branded Content, Franco Angeli, Milano, 2014, (ISBN: 9788891706195)
4- Fontana A. Storie che incantano. Il lato narrativo dei brand, Roi Edizioni, 2018, (ISBN: 9788885493131)
5- Moroni C. La comunicazione politica nella società emotiva, SetteCittà, 2020, (ISBN: 9788878538986)
6- Boccia Artieri G. ed alt. Fenomenologia dei social network. Presenza, relazioni e consumi mediali degli italiani online, Guerini Scientifica, 2017 (ISBN: 9788881074082)
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