Program Overview

Program Description

The program focuses on the fundamental role of advertising in positioning brands in the minds of consumers. It aims to equip students with the skills to create interesting, credible, and attention-grabbing content in a world where consumers are increasingly distracted.

Objectives

The objectives of the program are to:

• Understand the role of advertising as a marketing tool and the value, including economic, of creativity
• Know the structure and evolution of the advertising industry
• Comprehend the process, logic, and basic rules that guide the development of effective communication campaigns
• Understand how client brief information generates creative ideas
• Train students in creativity and critical analysis of advertising
• Encourage students to develop and propose creative ideas

Teaching Mode

The program is taught in presence.

Learning Methods

The program includes conceptual and methodological lessons, discussion and critical analysis of advertising campaigns, and learning-by-doing sessions. Students will develop a creative concept from a brief, allowing them to experience the process of thinking creatively, proposing an idea convincingly, and defending it.

Examination Information

Given the interactive nature of the teaching, regular attendance is recommended. The final assessment will be based on a written exam (a combination of open and multiple-choice questions) and a group project, weighing 70% and 30%, respectively.

Education

• Bachelor in Communication, Lecture, 3rd year

Additional Information

• Semester: Fall
• Academic year: Not specified
• ECTS: 3.0
• Language: Italian (originally in Italian, translated for consistency)