Università Roma Tre

The course will be divided into two modules which will address the following topics:

I Module
Main topics:
• Corporate communication management; Communication in corporate governance, The communication process
• Institutional communication, Marketing communication, Organizational communication (outline);
• Brand management (IMC); Brand and Communication, Brand Strategy;
• Customer centricity and relationship marketing
• Where it is communicated: the importance of the omnichannel
• Communicating sustainability
• Measuring the effectiveness of marketing communication campaigns
• Integrated marketing communication in a digital perspective

II Module:
The second part of the course will be entirely dedicated to digital marketing and communication. This module will concretely deal with digital communication tools, strategies and techniques.
Here are the topics addressed:
• Digital marketing elements;
• Digital communication channels;
• Online promotion and eCommerce;
• Operational insights that will go into the details of the calculation of performance KPIs (Google Analytics and KPI eCommerce) and digital advertising campaigns (SEM and Social media Ads).

Attending students:
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-9-10-18-19-20-21-23-24)
θ Keller K.L., Bathra R. (2016). Integrating Marketing Communications: New Findings, New
Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145
θ POGGIANI A., PRATESI CARLO ALBERTO, Marketing Digitale, McGraw-Hill, 2018. (Cap. 2-3).
θ Slide e materiali fornite durante il corso

Non- Attending students:
θ PASTORE A., VERNUCCIO M., Impresa e comunicazione. Principi e strumenti per il management, Seconda edizione, Apogeo, 2008. (Tutto ad esclusione dei capitoli: 4-20-23-24)