Skip to main content
CODE 87046
ACADEMIC YEAR 2023/2024
CREDITS
LANGUAGE English
TEACHING LOCATION
  • GENOVA
SEMESTER 2° Semester
TEACHING MATERIALS AULAWEB

OVERVIEW

The purpose of the Teaching is to
1. provide students with the theoretical foundations to understand the mechanisms of brand communication
2. provide students with a complete overview of the brand's marketing and communication tools available in the digital landscape
3. provide students with the tools to better manage a brand in the logic of multi-channel communication
4. to make students experience the management of a social page through the group workshop

AIMS AND CONTENT

LEARNING OUTCOMES

The course objective is to introduce students to the mechanisms of communication from the perspective of the brands that communicate, and the recipients of the message, all in the context of online communication. In addition, the course aims to provide a complete overview of the several digital marketing and communication tools currently available, their theoretical and practical use with respect to the various marketing and communication objectives that the brand has set itself. Central part of the course is also a Workshop activity where students put into practice what they have learned through the opening of social communication channels aimed at generating content and measuring the results obtained, after which the students are invited to present own results to the class.

AIMS AND LEARNING OUTCOMES

Brand management is a set of techniques and strategies that have the common goal of providing added value to the brand, so that it can be better perceived by the consumer.

The course aims to apply these traditional concepts to the Metaverse through lectures, case studies and simulations

PREREQUISITES

Good knowledge of the English language. It is a pre-requisite to have passed the Marketing exam.

TEACHING METHODS

Lectures, case studies, group works.

Considering the interactive activity that will be played during the lessons, attendance is mandatory and verified.

SYLLABUS/CONTENT

  1. Introduction to the course
  2. Digital Corporate Communications
  3. Is the Metaverse the future?
  4. Virtual, augmented and mixed reality
  5. Generative AI
  6. E-Commerce and Metaverse
  7. Brands in the Metaverse
  8. Case studies

 

RECOMMENDED READING/BIBLIOGRAPHY

It will be indicated during the lessons

TEACHERS AND EXAM BOARD

Exam Board

LARA PENCO (President)

GIORGIA PROFUMO (President)

LUCA SABATINI (President)

LESSONS

LESSONS START

Second Semester 2023/2024

EXAMS

EXAM DESCRIPTION

Suitability

(NO Exam - Attendant students only)

ASSESSMENT METHODS

The suitability is achieved on the basis of the lessons frequency and of the teacher's evaluation regarding the activities carried out in the classroom, individual work and group work.

There is no exam, nor a final vote, but only a judgment of suitability.

In case of negative evaluation of suitability, activities and manner to undergo a new evaluation will be indicated.