CODE 87046 ACADEMIC YEAR 2023/2024 CREDITS 3 cfu anno 1 MANAGEMENT 8707 (LM-77) - GENOVA 3 cfu anno 2 MANAGEMENT 8707 (LM-77) - GENOVA 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 Introduction to the course Digital Corporate Communications Is the Metaverse the future? Virtual, augmented and mixed reality Generative AI E-Commerce and Metaverse Brands in the Metaverse Case studies RECOMMENDED READING/BIBLIOGRAPHY It will be indicated during the lessons TEACHERS AND EXAM BOARD LUCA SABATINI Ricevimento: Preferably by appointment (luca.sabatini@unige.it) Exam Board LARA PENCO (President) GIORGIA PROFUMO (President) LUCA SABATINI (President) LESSONS LESSONS START Second Semester 2023/2024 Class schedule BRAND MANAGEMENT IN THE DIGITAL LANDSCAPE 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.
