ECONOMICS AND ADVERTISING TECHNIQUES
Learning outcomes of the course unit
The course aims to develop the capabilities of management in the communication field.
At the same time the course makes the students able to read the evolution of the Advertsing Industry.
Course contents summary
The course is organized in three areas:
a) an economic overview, aiming to analyse the role of Branding and Communication in the modern economic systems
b) an industrial approach, focused on the structure of demand and supply of Advertsing
c) the managerial issues, that is the activities involved in planning and controlling adv investments
Comunicazione & Retailing
by Davide Pellegrini
Ed Egea, 2006
Teaching methods are innovative, mixing theroy and empirical cases.
The evaluation system is organised by written tests which can be integrated by oral examinations