COURSE OF “MARKETING COMMUNICATIONS” (0042PP – 9 CFU, II Semester)
Syllabus A.A. 2026/2027 (In English)
The course is organised into five main parts. It combines conceptual foundations with the analysis of contemporary communication practices, encouraging students to critically evaluate and design Integrated Marketing Communications (IMC) programmes.
Part I – Understanding IMC
The first part introduces IMC and discusses its role within marketing and brand management (Chapters 1, 2)
Part II – Understanding Communication
The second part examines consumer behaviour and the communication process, focusing on how communication influences consumer responses (Chapters 4, 5, 6)
Part III – Planning IMC
The third part addresses the planning of IMC programmes, including communication objectives, budgeting, creative strategy and media planning (Chapters 7, 8, 10)
Part IV – Implementing IMC
The fourth part analyses the principal communication tools, with particular emphasis on digital and social media, sales promotion and public relations (Chapters 15, 16, 17)
Part V – Evaluating and Rethinking IMC
The final part focuses on evaluating communication effectiveness and critically discussing the international, ethical, social and economic implications of marketing communications (Chapters 18, 21)
The course covers the following chapters of the textbook:
1, 2, 4, 5, 6, 7, 8, 10, 15, 16, 17, 18 and 21.
Belch, G. E. & Belch, M. A. (2026).
Advertising and Promotion: An Integrated Marketing Communications Perspective.
14th Edition.
McGraw-Hill Education.
Additional readings and teaching materials may be provided through Moodle.